Packaging the Brand: The Relationship Between Packaging Design and Brand Identity

Packaging the Brand: The Relationship Between Packaging Design and Brand Identity

Gavin D. T. Ambrose

Language: English

Pages: 212

ISBN: 2940411417

Format: PDF / Kindle (mobi) / ePub

Packaging the Brand: The Relationship Between Packaging Design and Brand Identity

Gavin D. T. Ambrose

Language: English

Pages: 212

ISBN: 2940411417

Format: PDF / Kindle (mobi) / ePub


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.

About the author

Gavin Ambrose is a practising graphic designer whose client base includes the arts sector, galleries, publishers and advertising agencies. He has written and designed several books on graphic design, branding and packaging.

Paul Harris studied at the London College of Communication and has gone on to become a freelance writer and editor. His work has appeared extensively in magazines and journals on both sides of the Atlantic, including style bible Dazed & Confused.

Reviews

'Packaging the Brand digs deeper by putting the subject in its specific context and perceiving it from different angles. Beautifully illustrated with designs that achieve a highly effective outcome through maximum creative input.' -- Boy Bastiaens, Www.Stormhand.Com

'I think the books you produce really are some of the best available. There aren't any other books I know of that showcase great 'real' industry brand work that's relevant to the kind of projects that most designers work with every day.' -- Lee Bennett, Head Of Design, Propaganda Ltd

'This is a very comprehensive book and quite different to other packaging books out there. It is very much based around concept, idea generation and branding. To me, this is a book that you buy to actually read, as opposed to looking at pictures. A unique book well worth the read for industry professionals and students.' -- Sarah Jones, Rmit, Australia

'A useful book that documents the entire creative process from concept to disposal. Prepares students to meet the design challenges of contemporary markets.' --Hilary Turnock, University Of Sunderland, UK

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brands to adhere to established conventions, and to stand out only at a micro level; diverging from these norms, or making a bold statement but getting it wrong, can often result in a direct lack of sales. However, a divergent approach can be successful where a product or brand is significantly different or if it manages to precisely capture the zeitgeist of the times. Product groups often have shared aesthetics, colour palettes and presentation styles. A beer bottle is typically made from green,

of a product: this is constructed by establishing its values, attributes, ambitions, desires and benefits. Benefits Criterio Lavernia & Cienfuegos created the packaging below for RNB laboratories for its Criterio fragrance for men. It features a transparent glass polyhedron with edges and planes that create a double sensation; of hardness on one side and luxury on the other, which together combine to suggest a sense of masculine elegance. 82_83 HEMA Skincare Pictured above is the packaging

encouraged a fragmenting process of specialism and of detachment. Electric technology fosters and encourages unification and involvement. It is impossible to understand social and cultural changes without a knowledge of the workings of media.’ Marshall McLuhan, 1967 Key text The Medium is the Massage Marshall McLuhan The ability of packaging design to communicate specific brand messages is most challenged in the retail environment, where a product needs to be able to directly speak to (or shout

encouraged a fragmenting process of specialism and of detachment. Electric technology fosters and encourages unification and involvement. It is impossible to understand social and cultural changes without a knowledge of the workings of media.’ Marshall McLuhan, 1967 Key text The Medium is the Massage Marshall McLuhan The ability of packaging design to communicate specific brand messages is most challenged in the retail environment, where a product needs to be able to directly speak to (or shout

image of a product can be shown and this will almost certainly not be life size. When displayed small, the branded graphics on an online product become almost ‘impotent’, according to Herbert M Meyers, co-author of The Visionary Package. So how well will a reduced-size image of a product convey the carefully crafted brand message? Packaging design for online products needs to be designed to create a strong visual impact when displayed in an online store, even at relatively small sizes. As the

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