The Art of Package Design
There is more to designing a successful package than just making it noticeable. This book explores how to get the most out of the design process and the regulations and legalities required in packaging. It also explores the pitfalls people fall into when trying to create packaging in multi-languages for sale in other markets and cultures. Written by Mark Lehberg, a 30+ year creative professional, this book offers creative insights and tips to create that perfect package.
There is more to designing a successful package than just making it noticeable. This book explores how to get the most out of the design process and the regulations and legalities required in packaging. It also explores the pitfalls people fall into when trying to create packaging in multi-languages for sale in other markets and cultures. Written by Mark Lehberg, a 30+ year creative professional, this book offers creative insights and tips to create that perfect package.
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THE DESIGN PROCESS<br />
products. For a beverage item, if a consumer likes a particular<br />
brand <strong>of</strong> juice, then other flavors in the line must be different<br />
enough to call out the other but still adhere to the brand so that<br />
brand loyalty is not lost.<br />
BILLBOARDING<br />
We need to consider the retail environment for the final<br />
package. Products are rarely placed by themselves and will be<br />
displayed in groups. Do you have an end cap or a 4-foot section?<br />
Don’t get stuck designing with blinders. This is not a single<br />
package front but will be a package <strong>of</strong> multiples. Do design<br />
with repetition in mind. This is billboarding and you should<br />
design the single package with this in mind. How will the elements<br />
work together? Can images run together? An image on<br />
the front panel can be split and repeated so that when the packages<br />
are placed together on the shelf the images come together<br />
to complete the design or pattern. A banner can extend across<br />
the whole shelf? Will products be jammed together next to their<br />
competitor? Use the multiples <strong>of</strong> packages as a design element.<br />
Once all <strong>of</strong> the products are placed together they can have an<br />
overall creative impact.<br />
IMAGES<br />
We discussed imagery in the chapter, “Color, imagery and<br />
typography” but we need to revisit them in relation to the de-<br />
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