Packaging: Design Successful Packaging for Specific Customer Groups

by Mark Hampshire, Keith Stephenson

The first book to explore the vital, commercial relationship between design, marketing, and the target audience. DemoGraphics is the first series of design books to examine how successful designs target specific audiences. Where other design books explore the æwhat?Æ and æwhy?Æ of design, Packaging dissects the æwho?Æ Through a huge selection of diverse examples, the authors examine how packaging is designed to appeal to specific groups based on gender, age, socio-economic group, disposable income, profession, and shopping habits. Case studies and interviews with designers and brand owners explain how and why specific choices have been made, why it works, and how it evolved from a prototype or concept to form a successful, user-centered design.

Genres: Design

208 pages, Hardcover

First published October 1, 2007