Overview

Packaging for the ""fast moving consumer goods"" market plays a vital role in promoting the product to the customer, as well as in carrying informative and legislative detail. Combining these roles requires commercial awareness, detailed knowledge of the relevant technologies, creative care and consideration of the effects of colours, typefaces, and images that must support the brand. The role of the packaging technologist is to ensure that the creative design is translated into a functional representation. The challenge is to have both the design and the execution working in harmony. With an emphasis on technology, this text guides the reader through the technical and commercial factors to consider when planning the decoration, or label, of a package.

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