Packaging design

1: In The Beginning And Looking Forward

Packaging in the post-modern era

Social and economic changes

Technological advances

Retailing

Changes in design practice

2: Understanding The Target Audience

Defining market sectors

Identifying aspirations

Techniques for researching target audiences

Preparing mood boards that work

3: Packaging Designer's Toolbox

Materials

Surface decoration

Color

Typography

Photography and illustration

4: Creating Design Concepts

Understanding the brief

Making research relevant

Sources of inspiration

Ways of working-concept generation

Presenting concepts

5: Design Development

Selecting and discarding design candidates

Developing concepts

Mock-ups and models

Presenting recommended designs

6: Working With Brands

What is brand?

Brand types and brand values

Branding through shape and sound

Working with logos

Creating brands, sub-brands, and brand extensions

7: Packaging Obligations And Responsibilities

Environmental impact-fact and fiction

Issues of age, gender, sexuality, and ethnicity

Corporate responsibility

8: Finding Your Role

Future of packaging design

Design consultancies

Packaging manufacturing

Brand owners

Down the line

Glossary

Bibliography

Sources of inspiration

Index

Picture credits and acknowledgments.