Packaging_Design_Successful_Product_Branding_From_Concept_to_Shelf.pdf

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PACKAGING DESIGN
Successful Product Branding
from Concept to Shelf
SECOND EDITION
Marianne Rosner Klimchuk
and Sandra A. Krasovec
WILEY
John Wiley & Sons, Inc.
Cover Design: Marianne Rosner Klimchuk and Sandra A. Krasovec
Cover Photographs: Znaps®, Amore/Znaps; Hartford Reserve, united*/A&P; Global Organics, Asprey Creative/
Global Organics; Cucina di Carla® Fresh and Fast/Carla’s Pasta, Anthem!/Cucina di Carla® Fresh and Fast/
Carla’s Pasta; Open Wines, Dossier Creative/Open Wines; Rocky Mountain Chocolate Factory, Dossier Creative/
Rocky Mountain Chocolate Factory
Cover Sketches: True Lemon®, Blue Marlin/True Lemon; Znaps®, Amore/Znaps; Kashi® TLC® Crackers, Addis
Creson/Kashi TLC®; SeaPak®, Smith Design/SeaPak
This book is printed on acid-free paper.
Copyright © 2012 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under
Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the
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Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at www.
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John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030,
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particular purpose. No warranty may be created or extended by sales representatives or written sales materials.
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Library of Congress Cataloging-in-Publication Data:
Klimchuk, Marianne Rosner.
Packaging design : successful product branding from concept to shelf / Marianne Rosner Klimchuk and Sandra
A. Krasovec.— Second edition.
1 online resource.
Includes bibliographical references and index.
Description based on print version record and CIP data provided by publisher; resource not viewed.
ISBN 978-1-118-02706-6 (pbk.); ISBN 978-1-118-35860-3 (ebk.); ISBN 978-1-118-35854-2 (ebk.); ISBN 978-
1-118-35861-0 (ebk.); ISBN 978-1-118-35463-6 (ebk.); ISBN 978-1-118-35464-3 (ebk.)
1. Packaging--Design. I. Krasovec, Sandra A. II. Title.
TS195.4
658.5’64--dc23
2012006996
978-1-118-02706-6
Printed in the United States of America
10
9
8
7
6 5
4 3
2 1
Contents
Preface
vii
viii
Acknowledgments
The
History 1
The Growth of Trade
3
4
5
Emerging Communication
Early Commercial Expansion
The Industrial Revolution
Mass Production
12
21
29
29
32
10
Mid-Century Expansion
Consumer Protections
The Packaging Design Firm
New Refinements in Packaging Design
Changing Times and Values
35
I
iii

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