50 Trade Secrets of Great Design Packaging

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9781564965998: 50 Trade Secrets of Great Design Packaging
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Product Packaging Design today offers contemporary Designers the opportunity to work with new methods and materials of construction that allow fresh and exciting ideas, and yet they are more than ever constrained by the most conventional of restrictions, such as low budgets, unimaginative briefs, and consumer research. Fifty packaging projects are selected from a global survey of this prolific industry and analyzed and discussed individually. Tracing the challenge and problems facing some of today's very best designers.

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About the Author:

Stafford Cliff studied art, Design and Photography in Adelaide, Australia before moving to London to join the Conran Design Group. Where he worked with Terence Conran in one of the world's first multi-disciplinary design companies. He designed the habitat catalog from its inception, as well as packaging and in-store signage in habitat's first stores in Paris and New York. Subsequently creative director of Conran Design Group, he ran many large scale design projects, including retail concepts.

A freelance design consultant since 1989, Stafford Cliff is now involved in magazine and book publications as author and designer. His recent books include a series of interior/lifestyle books, and series on aspects of graphic design, including "The Best in Catalogue Design", "The Best in Retail Corporate Identitites".

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Introduction: The stories that follow are a unique document of an important process, for many of the designers I interviewed, who showed me their original roughs, said: "Even our client never saw these." I asked them all: How do you begin work on a design project? What sort of briefs do you get? What design process do you use? How do you know when it is the right solution? The replies I received were remarkably frank and varied. While one company might show only one final solution, another will give the client dozens of choices. While one company will spend months working on its initial ideas, another does its best work the day before the first presentation.

This book covers a wide range of products and design methods. Most of the designers spoke of importance of the initial brief and stressed the need to understand the client's business, the brand positioning and the customers' expectations. Clients often put together design rosters of up to a dozen different consultants, with whom they develop long-term relationships, and if, as it is sometimes the case, clients find it difficult to understand how designers work, this book sould leave them in no doubt.

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