Packaging the Brand: The Relationship Between

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.

Gavin Ambrose is a practicing graphic designer. Gavin's current commercial practice includes clients from the arts sector, publishers and advertising agencies. He is the co-author and designer of several books on branding, packaging and editorial design.

Paul Harris is a freelance writer, journalist and editor. Paul writes for international magazines and journals in London and New York. He is co-author and collaborator on several books about graphic design.

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Packaging the Brand: The Relationship Between Packaging Design and Brand Identity

Summary

Author Biography

Supplemental Materials