Brand packaging : the permanent medium

Part 1 Packaging is not a universal panacea: the manufacturer - brand strategy or company strategy? media - the package - an ongoing and repetitive medium, advertising - medium of the imagination, sales promotion - medium of the moment, point of sale (POS) - medium of visibility the market - distribution, the competition, the consumer. Part 2 The functions of the package: the physical functions - manufacturing/economics, protection/preservation, transport/storage, content/format the commercial functions - ease of use, aesthetics, information, price, ecology. Part 3 Good packaging starts with a good briefing: "Mr and Mrs Everybody" packaging and its strategy the brand and its attributes talking images in two or four colours. Part 4 The brand and its power: the brand is worth its weight in gold the creating of a brand - content, the world of the brand, the brand, personality, the concept, visual strategy, the brand identity manual. Part 5 Rational creativity: defining the problem discovering the personality finding ideas fee in three dimensions be understood refine the execution. Part 6 The package - "A commercial work of art": the elements of visual language - form, the material, colour, the symbol, typography, images, texture, visual syntax. Part 7 New tools: the main functions of the graphic computer - a prodigious dictionary, light images, dissecting the image, the memory of an elephant, turning light into reality the new designers - to each profession its computer, computers are expensive, change the way you react, mastering the technique, the manufacturer/designer relationship. Part 8 The designer - crowned or crucified?: separate the possible from the impossible the idea made concrete taste and colour easy reading present at the birth technology on the move. Part 9 Packaging without frontiers: a real brand is international a coherent idea - the brand equity, co-ordination is money.