TAILIEUCHUNG - The Fundamentals of Graphic Design- P5

The Fundamentals of Graphic Design- P5: This book is about graphic design rather than being a book of graphic design. The distinction may seem slight, but it is fundamental to this volume as it covers the graphic design industry and its processes rather than simply functioning as a coffee-table book. | Packaging ------Packaging is a substrate that includes a printed communication which also performs other functions such as holding and protecting its contents from damage changes in temperature or light. Packaging design is a specialist area that spans marketing the use of two- and three-dimensional spaces and the placement of the item in the sales environment. Practicalities and aesthetics Packaging can provide different types of protection to its contents including physical protection and insulation. A range of different materials can be used for packaging but cheap lightweight materials are the most commonly used due to their practicality. They also reduce costs relating to the transportation and distribution of the product. Packaging design for the consumer environment does not only need to consider what a product looks like individually but also what the collective visual statement will be of several items on a shelf. The retail environment is highly competitive and retailers tend to remove lines that do not sell in high enough quantities. In a supermarket for example brands and their packaging have to work extremely hard to beat the competition and secure sales. Packaging is also subject to various legal industrial and societal conventions. For example food packaging must contain nutritional information as it will project a brand image and target consumers that are looking for quality security and reliability. This means some consumers may be less accepting of experimental designs as they have strong perceptions of what food products should look like. Given the dramatic impact that packaging can have it is an area of design in which great creativity can be seen in answer to the relatively straightforward challenge of protecting and presenting a product. Retail environment A place or location of trade that could function as a creative space - it can be exploited by designers to convey messages to consumers. 120 The Fundamentals of Graphic Design Delivering the

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