Packaging Design: Successful Product Branding From Concept to Shelf, Second Edition
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The fully updated single-source guide to creating successful packaging designs for consumer products

Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, and the production process, this book illuminates the business of packaging design like no other.

Whether you're a designer, brand manager, or packaging manufacturer, the highly visual coverage in Packaging Design will be useful to you, as well as everyone else involved in the process of marketing consumer products. To address the most current packaging design objectives, this new edition offers:

  • Fully updated coverage (35 percent new or updated) of the entire packaging design process, including the business of packaging design, terminology, design principles, the creative process, and pre-production and production issues
  • A new chapter that puts packaging design in the context of brand and business strategies
  • A new chapter on social responsibility and sustainability
  • All new case studies and examples that illustrate every phase of the packaging design process
  • A history of packaging design covered in brief to provide a context and framework for today's business
  • Useful appendices on portfolio preparation for the student and the professional, along with general legal and regulatory issues and professional practice guidelines


MARIANNE ROSNER KLIMCHUK is the Chairperson and Professor of Packaging Design at the Fashion Institute of Technology (FIT) in New York City and Partner at designPracticum, specialists in design leadership and management.

SANDRA A. KRASOVEC is Associate Professor of Packaging Design at FIT and Partner at designPracticum, specialists in design leadership and management.


Preface vii

Acknowledgments viii

1 The History 1

The Growth of Trade 3

Emerging Communication 4

Early Commercial Expansion 5

The Industrial Revolution 10

Mass Production 12

Mid-Century Expansion 21

Consumer Protections 29

The Packaging Design Firm 29

New Refinements in Packaging Design 32

Changing Times and Values 35

2 Defining Packaging Design 39

What is Packaging Design? 39

Culture and Values 41

Target Market 42

Packaging Design and Brand 43

Fundamental Principles of Two-Dimensional Design 55

Packaging Design Objectives 58

3 Elements of the Packaging Design 64

The Primary Display Panel 64

Typography 65

Color 83

Imagery 91

Structure, Materials, and Sustainability 104

Production 128

Legal and Regulatory Issues 143

4 The Design Process 148

Predesign 148

Beginning the Assignment 151

Phase 1: Observation, Immersion, and Discovery 153

Phase 2: Design Strategy 158

Phase 3: Design Development 175

Phase 4: Design Refinement 196

Phase 5: Design Finalization and Preproduction 198

Retail Reality 198

Key Points about the Design Process 200

5 The Packaging Design Profession 201

The Stakeholders 201

Managing the Business 213

Entering the Profession 217

Glossary 223

APPENDIX A Consumer Product Categories 230

APPENDIX B Materials And Tools 232

Bibliography 233

Professional Credits 235

Figure Credits 237

Index 239