Fully u
Table of Contents
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
