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 />
sign process.<br />
Always be aware <strong>of</strong> copyright and infringement. If you are<br />
using stock images read the terms and conditions and ensure<br />
that you can use the images for the purposes you want. You may<br />
need to buy additional rights depending on what you are using.<br />
<strong>The</strong> danger <strong>of</strong> using royalty-free stock images is that the fantastic<br />
image you found for your package, that you based your whole<br />
design around, could turn up on another product on the shelf,<br />
pop up on a billboard or in a magazine layout. It is royalty-free<br />
therefore you have no exclusive rights. But if you really love that<br />
image and want it exclusively then you may be able to negotiate<br />
an exclusive use price. So depending on your budget you can buy<br />
an exclusive image, create your own photography or artwork or<br />
develop your own imagery.<br />
DESIGN REVIEW<br />
Once you have completed the concept phase it is time to<br />
present it for review. <strong>The</strong>se designs need to be examined to ensure<br />
that the brand strategy has been followed and that it meets<br />
the marketing objectives. During this process the design is<br />
tweaked and adjusted, elements are added or discarded, and the<br />
most successful designs can move to the next phase. We usually<br />
start with 3 approved concepts. <strong>The</strong>n we tape then to the wall<br />
and compare the elements. Which message stands out, which<br />
colors pop? Which design immediately attracts the eye? Look at<br />
elements and see if the size relationship gives you the hierarchy<br />
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