Packaging the brand : the relationship between packaging design and brand identity
Author(s)
Bibliographic Information
Packaging the brand : the relationship between packaging design and brand identity
（Required reading range, Course reader）
AVA , Thames & Hudson [distributor] , Ingram [distributor], c2011
Available at 1 libraries
Description and Table of Contents
Description
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.
Table of Contents
- 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.
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