Packaging as a means not only of protecting, transporting and storing a product, but as a means of communication in the sales mechanism of modern goods is the thesis of this publication. The argument proposed is that a consistent, well-designed package requires that the material be carefully chosen according to economical, technical and distribution demands and that the design attracts and persuades the greatest number of consumers. At the same time, the book argues that it is recognised that products and packaging are increasingly influenced by external psycho-sociological trends such as ecology, social status and fashion. The analysis throughout the book focuses on the functions of packaging - for example as a marketing tool and as a communication mechanism. The development of a packaging strategy is followed through from the initial collection and analysis of information to creative work, testing and production. The book is intended for the use of product designers, brand managers, art directors and also for design students.
Publisher: Phaidon Press Ltd