什么是包装设计What Is Packaging Design 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

　　This is a highly visual, compact-format sourcebook, packed with top international packaging designers’ contemporary work, accompanied by essays on the surrounding issues.

Issues

　The role of packaging

　An historical perspective

　Marketing considerations

　Packaging in the marketing mix

　Local versus global

　Measuring packaging design's success

　The retail environment

　Proprietary versus own brand

　Speed of selection

　Self-selection and assisted

　self-selection

　Packaging dynamics

　Brand manifestation

　Product differentiation

　Ranges and solo products

　Sector behavior

　Market positioning

　Environmental considerations

　Legislation

Anatomy

　Anatomy

　Structural design

　Cartons

　Bottles

　Tubes

　Cans

　Tubs and jars

　Multi-packs

　Clamshells and blister packs

　CDs

　Gift packs

　Innovative formats

　Materials

　Surface graphics

　Branding

　Typography

　Information layout and hierarchy

　Back-of-pack

　Language

　Photography

　Illustration

　Color

　Symbols and icons

　Finishes and effects

　Weights, measures, and barcodes

Portfolios

Etcetera

　　Giles Calver is the cofounder, design strategist, and managing director of Lippa Pearce Design. He currently works with a broad range of clients developing brand and communication strategies. He lives and works in London.

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