While many other areas of design have commercial aspects, the success of a piece of packaging design is inextricably linked with its ability to sell a product. Packaging the Brand discusses the implications of this commercial function for a designer. It explores methods of visually communicating the value of a product to its target audience and examines the entire lifespan of a piece of packaging: from its manufacture and construction, to its display in various retail environments, to its eventual disposal and the associated environmental concerns.
While many other areas of design have commercial aspects, the success of a piece of packaging design is inextricably linked with its ability to sell a product. Packaging the Brand discusses the implications of this commercial function for a designer. It explores methods of visually communicating the value of a product to its target audience and examines the entire lifespan of a piece of packaging: from its manufacture and construction, to its display in various retail environments, to its eventual disposal and the associated environmental concerns.
The 'packaged' brand: Key text: Beatrice Warde - The Crystal Goblet; Is packaging branding?; What is packaging design?; Branding and rebranding; Audiences and sectors; Purpose and intent; Retail environments; Bespoke to global; Solo and range; Propriety and own brands; Monolithic, endorsed and unique; Luxury and value; Case study; Student exercise: Neal & WA lf. Research and concept: Key text: Edward de Bono - Lateral Thinking; Responding to briefs; The design process; Market research; Concept generation; Ways of thinking; The promise; Rethinking the expected (transformation); Case study; Student exercise: Reinvention. Design approaches: Key text: John Berger - Ways of Seeing; Visual shorthand; Branding, language and colour; Point of difference; Personality; Persuasion; Humour and appropriation; Protection, attributes and experience; Case study; Student exercise: Ritual. Form and elements; Key text: Dieter Rams - Ten Principles for Good Design; Form and design; Shape and ergonomics; Surface graphics; Print finishing and materials; Front and back of pack; Case study; Student exercise: Type and image. The future: Key text: Marshall McLuhan - The Medium is the Massage; Changing retail environments; Environmental considerations; Ethics of packaging; Case study; Student exercise: Ecological.
The 'packaged' brand: Key text: Beatrice Warde - The Crystal Goblet; Is packaging branding?; What is packaging design?; Branding and rebranding; Audiences and sectors; Purpose and intent; Retail environments; Bespoke to global; Solo and range; Propriety and own brands; Monolithic, endorsed and unique; Luxury and value; Case study; Student exercise: Neal & WA lf. Research and concept: Key text: Edward de Bono - Lateral Thinking; Responding to briefs; The design process; Market research; Concept generation; Ways of thinking; The promise; Rethinking the expected (transformation); Case study; Student exercise: Reinvention. Design approaches: Key text: John Berger - Ways of Seeing; Visual shorthand; Branding, language and colour; Point of difference; Personality; Persuasion; Humour and appropriation; Protection, attributes and experience; Case study; Student exercise: Ritual. Form and elements; Key text: Dieter Rams - Ten Principles for Good Design; Form and design; Shape and ergonomics; Surface graphics; Print finishing and materials; Front and back of pack; Case study; Student exercise: Type and image. The future: Key text: Marshall McLuhan - The Medium is the Massage; Changing retail environments; Environmental considerations; Ethics of packaging; Case study; Student exercise: Ecological.
Rezensionen
Packaging the Brand digs deeper by putting the subject in its specific context and perceiving it from different angles. Beautifully illustrated with designs that achieve a highly effective outcome through maximum creative input. Boy Bastiaens, www.stormhand.com
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