Overview

Packaging the Brand: Exploring the Relationship between Packaging Design and Brand Identity introduces readers to the most overtly commercial area of graphic design. 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. This book 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. This highly visual and comprehensive book includes contributions and discussions from acclaimed designers.

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9781283100564

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