Download Packaging the Brand (Required Reading Range) by Gavin Ambrose PDF

By Gavin Ambrose

Packaging the Brand is an in depth dialogue of the main brazenly advertisement quarter of photograph layout. Packaging represents the most important overlap among the disciplines of image layout and branding. whereas many different components of layout will be advertisement to an quantity, the good fortune of a section of packaging layout is inextricably associated with its skill to promote a product.   This ebook discusses the consequences of this advertisement functionality for a fashion designer. It explores tools of visually speaking the price of a product to its audience, and examines the complete lifespan of a bit of packaging: from its manufacture and building, its show in numerous retail environments, to its eventual disposal and the linked environmental matters.    

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This often focuses on promoting the USP of a brand. The unique selling point (USP) This refers to the main advantage or attraction of a product that differentiates it from the competition and that forms the focal point for the design and communication strategy. The USP has to be credible and believable by the target audience and may focus on cost, quality, reputation, service, materials or functionality. Agreeing key dates and deliverables Deliverables may include a logo, a brand design, brand livery, packaging creation, a website, display literature and point of sale material to be supplied to deadlines.

Products are typically either individual or solo, or they form part of a wider range. In each case, there are considerations that should be borne in mind. Solo products Solo products are those which are conceived of as standalone products and which primarily aim to compete with other standalone products. A box of chocolates, for example, is often branded in a way that means it does not relate to other products from the same manufacturer and will have no direct relationship with the other products made by that company.

Such positions include gondola ends and the eye-level shelf. The wider resolve for any individual product is muted or non-existent unless the manufacturer is running an in-store promotion that allows it to use promotional materials, or unless it has acquired a prized gondola end. In this case, the product packaging can be embellished by the use of shelf display material, which draws further attention to both product and brand, such as branded shelf-edging strips and hanging banners that carry a product’s livery.

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