什么是包装设计What Is Packaging Design
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作者： Giles Calver 著
出 版 社：
出版时间： 2007-12-1字数：版次： 1页数： 255印刷时间： 2007/08/01开本：印次： 1纸张： 铜版纸I S B N ： 9789812456168包装： 平装内容简介
This is a highly visual, compact-format sourcebook, packed with top international packaging designers’ contemporary work, accompanied by essays on the surrounding issues.
作者简介
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.
目录
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
