Ready to create some three-dimensional designs? Packaging design is a fascinating and challenging niche for a graphic designer. What makes a product stand out on a crowded shelf? What makes it attract the eyeexciting customers, informing them, and motivating them to buy? Packaging designers understand how to visualize a carton design in three dimensions and make it stand out on the store shelf. They are adept in the differences between mass-market and prestige products and know how to use the visual language of a product category to reach a target audience. In this chapter, we'll explore some important concepts of packaging design. Focusing primarily on carton design, you'll learn concepts for visualizing a package in three dimensions, designing for the mass market and prestige audiences, and working within an existing brand or product line. COURSE DEVELOPER: LAURA SCHWAMB This chapter is based on a lesson developed by Laura Schwamb, a cosmetics industry veteran, cofounder of Steam Design Group, and founder of Sign Off, a press-check quality control company. Figure 10.1. A conceptual design for a fragrance bottle explores sensual shapes and lighting effects.In this chapter you will:
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