Marianne R. Klimchuk - Packaging Design: Successful Product Branding From Concept to Shelf

Cover Photographs: Znaps, Amore/Znaps; Hartford Reserve, united*/A&P; Global Organics, Asprey Creative/Global Organics; Cucina di Carla Fresh and Fast/Carlas Pasta, Anthem!/Cucina di Carla Fresh and Fast/Carlas Pasta; Open Wines, Dossier Creative/Open Wines; Rocky Mountain Chocolate Factory, Dossier Creative/Rocky Mountain Chocolate Factory

Cover Sketches: True Lemon, Blue Marlin/True Lemon; Znaps, Amore/Znaps; Kashi TLC Crackers, Addis Creson/Kashi TLC; SeaPak, Smith Design/SeaPak

Copyright 2012 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:
Klimchuk, Marianne Rosner.
Packaging design : successful product branding from concept to shelf / Marianne Rosner Klimchuk and Sandra A. Krasovec. Second edition.
1 online resource.
Includes bibliographical references and index.
Description based on print version record and CIP data provided by publisher; resource not viewed.
ISBN 978-1-118-02706-6 (pbk.); ISBN 978-1-118-35860-3 (ebk.); ISBN 978-1-118-35854-2 (ebk.); ISBN 978-1-118-35861-0 (ebk.); ISBN 978-1-118-35463-6 (ebk.); ISBN 978-1-118-35464-3 (ebk.)
1. Packaging--Design. I. Krasovec, Sandra A. II. Title.
TS195.4
658.564--dc23
2012006996
978-1-118-02706-6

Preface

The primary goal of this second edition of Packaging Design: Successful Product Branding from Concept to Shelf is to serve as a guide for those working in the disciplines of packaging and graphic design, marketing and communications, advertising, display and exhibit design, product development, manufacturing, and industrial design and engineering. Marketers, designers, researchers, product developers, manufacturers, printers, and any other professionals involved in the world of consumer branding will find this book an invaluable resource. Consumers, informed and design-savvy in their own right, will also find the process of getting a product from concept to shelfwhether that shelf be at the corner store or in a high-end retail environmentenlightening. Many will not have thought before about the complexity of developing the packaging design for all of the products they purchase.

This updated edition details, step-by-step, the design methodology for developing packaging designs and explains how those designs function as the marketing vehicles for consumer products. A condensed historical overview provides a perspective on the business of packaging design. The other sections thoroughly explicate the visual elements; design principles; processes from concept to production; consumer marketing strategies; and environmental, legal, and global economic issues that significantly impact packaging design.

The successful marketing of consumer products hinges on their packaging design; herein you will find more than two hundred images that include typographic studies and illustrations of concept sketches, design development, primary display panels, and packaging redesigns. Case studies round out the depiction of designs that stand out from their competition. The text also includes information on stakeholder roles, anecdotes from working designers, design pointers, and career advice, as well as interviews that reflect the life of an industry professional.

The authors, full-time faculty members at the Fashion Institute of Technology (FIT), the only institution in the United States that offers a BFA degree in packaging design, have each over thirty years of combined academic and professional experience. Their design thinking and business expertise as managing partners at designPracticum, along with their extensive experience and global industry contacts, provide for a comprehensive viewpoint on the business of packaging design.

Acknowledgments

We owe a debt of gratitude to all of our industry colleagues. It was their energy and enthusiasm that kept us motivated in authoring this second edition. It was our professional colleagues who responded to every request and submitted such inspiring work. These professionals, and the firms and agencies they represent, make packaging design successful from concept to shelf.

Projects of all sorts were submitted to us; many came with rich and interesting case studies. It is our hope that in these pages you will get a feel for the enormous effort that goes into creating successful packaging design. Collaboratively stitching together peoples innovation, visionary ideas, production mastery, and leadership in sustainability is no easy feat. The fruits of those creative laborspackaging designs that are beautiful, successful, well-produced, and socially responsibleare what make our profession one we are proud to be part of. So thank you: to all the firms whose work is represented, and to the many other colleagues whose talents and support have inspired us.

Twenty-two years ago we met at a design firm, and we have shared an officeone filled floor-to-ceiling with packaging designsfor sixteen years since. During the time that we have been educators and consultants, we have developed a special bond. We owe much of our ongoing passion for packaging design to our students. It is their eagerness and enthusiasm for learning about the profession, their creative minds, their boundless energy, and their support of each other and of us that has kept us on our toes. Our alumni and countless industry colleagues have inspired us by their own enthusiasm for everything