Packaging Design

An introduction for brand managers and designers to the role of packaging design in promoting product and brand identity. The book shows how the brief, market research and consumer response can influence design routes; how colour and typography can give a product both immediate on-shelf impact and a lasting visual identity; how a brand's identity can be enhanced by consistency in design; and how packaging systems and innovations can be environmentally sound. An essential management introduction for all those dealing with packaging, corporate identity and corporate communications.Milton, Howard is the author of 'Packaging Design' with ISBN 9780850722802 and ISBN 0850722802.