بسته‌بندی برند: رابطه بین طراحی بسته‌بندی و هویت برند (محدوده مطالعاتی الزامی)

Packaging the Brand is a detailed discussion of the most overtly commercial area of graphic design. Packaging represents the largest overlap between the disciplines of graphic design and branding. While many other areas of design may be commercial to an extent, 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, its display in various retail environments, to its eventual disposal and the associated environmental concerns. Title page......Page 5 Copyright......Page 4 Contents......Page 6 Introduction......Page 9 How to get the most out of this book......Page 10 The ‘packaged’ brand......Page 13 Key text: Beatrice Warde – The Crystal Goblet......Page 15 Is packaging branding?......Page 16 What is packaging design?......Page 18 Branding and rebranding......Page 20 Audiences and sectors......Page 22 Purpose and intent......Page 28 Retail environments......Page 30 Bespoke to global......Page 34 Solo and range......Page 40 Proprietary and own brands......Page 42 Monolithic, endorsed and unique......Page 44 Luxury and value......Page 46 Case study Neäl & Wølf......Page 50 Student exercise Value......Page 52 Research and concept......Page 55 Key text: Edward de Bono – Lateral Thinking ......Page 57 Responding to briefs ......Page 58 The design process ......Page 62 Market research ......Page 66 Concept generation ......Page 70 Ways of thinking ......Page 76 The promise ......Page 84 Rethinking the expected (transformation) ......Page 86 Case study Longview vineyard ......Page 90 Student exercise Reinvention ......Page 94 Design approaches......Page 97 Key text: John Berger – Ways of Seeing ......Page 99 Visual shorthand ......Page 100 Branding, language and colour ......Page 104 Point of difference ......Page 110 Personality ......Page 114 Persuasion ......Page 118 Humour and appropriation ......Page 120 Protection, attributes and experience ......Page 122 Case study Ultrasilencer Special Edition ......Page 132 Student exercise Ritual ......Page 134 Form and elements......Page 137 Key text: Dieter Rams – Ten principles forgood design ......Page 139 Form and design ......Page 140 Shape and ergonomics ......Page 142 Surface graphics ......Page 150 Print finishing and materials ......Page 164 Front and back of pack ......Page 174 Case study Gourmet Settings ......Page 178 Student exercise Type and image ......Page 180 The future......Page 183 Key text:Marshall McLuhan –The Medium is the Massage ......Page 185 Changing retail environments ......Page 186 Environmental considerations ......Page 188 Ethics of packaging ......Page 192 Case study Good Ol’ Sailor Vodka ......Page 194 Student exercise Ecological ......Page 196 Conclusion......Page 199 Contacts and credits......Page 200 Glossary of terms......Page 202 Index......Page 204 Acknowledgements......Page 206 Working with ethics......Page 207 "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."--Bloomsbury Publications While many areas of design may be commercial to an extent, 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, exploring methods of visually communicating the value of a product to its target audience.