
Packaging Essentials
Description
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Content
- Cover
- Title
- Dedication
- CONTENTS
- INTRODUCTION
- THE DESIGN CHALLENGE
- 1. Get the brief right
- 2. Design for the customer, not for yourself
- 3. Organizing a product range
- 4. Designing for a private label
- 5. Designing for display
- 6. Relevance in package design
- DESIGN CONSIDERATIONS: MATERIALS
- 7. Research the options
- 8. Glass and bottle design
- 9. Cardboard
- 10. Metal
- 11. Plastic
- 12. Wrappers
- 13. Innovative materials
- DESIGN CONSIDERATIONS: FORM AND SHAPE
- 14. Brand guidelines that include sh ape
- 15. Form defines function, and Function defines form
- 16. Designing a bag
- 17. Molded Packs
- 18. Die lines
- 19. Special folds
- 20. Window reveals
- 21. Innovation
- DESIGN CONSIDERATIONS: LABELS
- 22. Designing a label
- 23. Shapes
- 24. Label reveals and folds
- DESIGN CONSIDERATIONS: PRINTING
- 25. Four-color lithography
- 26. Lithography with three or fewer colors
- 27. Flexography
- 28. Laser etching
- 29. Screen printing
- 30. Special techniques: Special inks and varnishes
- 31. Special techniques: Foil stamping
- MARKETING AND BRAND CONSIDERATIONS
- 32. A package as a sales tool
- 33. Demographics
- 34. Psychographics
- 35. Designing within a brand standard
- 36. Masstige packaging
- 37. What's in a name?
- 38. Packaging mascots
- 39. Bath, beauty, and health
- 40. Technology
- 41. Confection and candy
- 42. Wine and spirits
- 43. Beverages
- 44. Books and media
- 45. Fashion
- 46. Food
- 47. Home and garden
- 48. Kids' products
- 49. Office and art supplies
- 50. Pet products
- 51. Adult novelty
- SUSTAINABLE DESIGN
- 52. Sustainable practices
- 53. Sustainable printing
- 54. Plastic options
- 55. Paper options
- 56. Multiuse packaging
- 57. Biodegradable and recyclable packages
- THE DESIGN PROCESS
- 58. Create an emotional connection
- 59. Tell a story
- 60. Setting the right tone
- 61. Playful design
- 62. Metaphors and similes
- 63. Humor and wit
- 64. Provide information
- 65. The art of exaggeration
- 66. Fake it with faux
- 67. Achieving balance
- 68. Explore pattern
- 69. Rules and lines
- 70. Painting and drawing
- 71. Iconography and symbolism
- 72. Woodcuts and drawings
- 73. Photography
- 74. Retro design
- 75. Tactical use of color
- 76. Lack of color
- 77. Abundance of color
- 78. Don't hide the substrate
- 79. Minimalist design
- 80. Consider all sides
- 81. Hierarchy and dominance
- 82. Type basics
- 83. Fonts create mood and character
- 84. Handmade type
- 85. Type as imagery
- 86. Adapting from other languages
- 87. Bar codes and important information
- 88. Shelf impact
- 89. Product protection
- 90. Unpack the package
- 91. Functionally convenient design
- 92. Packaging several products
- 93. Decorative packages and collectables
- 94. Bottlenecks, stickers, and other add-ons
- 95. Breaking the rules
- ASSESS AND REVIEW
- 96. Proofing and making alterations
- 97. Gauging ROI
- 98. Anticipating the brand tomorrow
- 99. Customer research
- 100. Celebrate a successful package design
- CONTRIBUTORS
- ABOUT THE AUTHORS
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