A highly visual introduction to the fundamentals of packaging,this book covers the whole design process: researching the market and creating design concepts;key design elements - both structural and graphic; brand development,and environmental considerations. Practical advice and tips from professionals, plus careers advice,make this book essential reading for all packaging design students.

Bill Stewart is Senior Research Fellow at the Art & Design Research Centre,Sheffield Hallam University, England.As founder of the university's own specialist packaging design consultancy The Packaging Partnership) and as an independent consultant, he continues in commercial design practice, working on a wide spectrum of projects in the UK and overseas. His previous books include Packaging Design Strategy aVND Packaging as an Effective Marketing Tool.

In the beginning and

looking forward

Packaging in the post-modern era 11

Social and economic changes 12

Technological advances 23

Retailing 27

Changes in design practice 34

Understanding the

target audience

Defining market sectors 39

Identifying aspirations 48

Techniques for researching target audiences 51

Preparing mood boards that work 55

The packaging

designer's toolbox

Materials 62

Surface decoration 74

Colour 79

Typography 85

Photography and illustration 88

Creating design

concepts

Understanding the brief 95

Making research relevant 97

Sources of inspiration 104

Ways of working--concept generation 110

Presenting concepts 117

Design development

Selecting and discarding design candidates 121

Developing concepts 123

Mock-ups and models 128

Presenting recommended designs 135

Working with brands

What is a brand? 143

Brand types and brand values 152

Branding through shape and sound 154

Working with Iogos 156

Creating brands, sub-brands and brand extensions 161

Packaging obligations

and responsibilities

Environmental impact--fact and fiction 169

Issues of age, gender, sexuality and ethnicity 181

Corporate responsibility 187

Finding your role

The future of packaging design 197

Design consultancies 202

Packaging manufacturing 207

Brand owners 209

Down the line... 212

Glossary 216

Bibliography 218

Sources of inspiration 220

Index 221

Picture credits and acknowledgements 224