Packaging the Brand: The Relationship Between Packaging Design and Brand Identity
Author(s): Gavin Ambrose (Author), Paul Harris (Author)
Publisher: AVA Publishing SA
Publication Date: 26 April 2011
Edition: 1st
Language: English
Print length: 208 pages
ISBN-10: 2940411417
ISBN-13: 9782940411412
Book Description
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.
Editorial Reviews
Review
‘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
From the Back Cover
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 an author, educator and practicing graphic designer whose client base includes the art sector, galleries, publishers and advertising agencies. He has written and designed numerous books on graphic design, branding and packaging.
He currently teaches the Graphic Design BA at the University of Brighton.
Paul Harris is a freelance writer and editor whose work appears extensively in magazines and journals in the US and UK.
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