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Packaging : Design Successful Packaging for Specific Customer Groups - Keith Stephenson


Design Successful Packaging for Specific Customer Groups


Published: 1st October 2007
RRP $59.99
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The first book to explore the vital, commercial relationship between design, marketing, and the target audience. DemoGraphics is the first series of design books to examine how successful designs target specific audiences.

Where other design books explore the what? and why? of design, DemoGraphics: Packaging dissects the who? Through a huge selection of diverse examples, the authors examine how packaging is designed to appeal to specific groups based on gender, age, socio-economic group, disposable income, profession, and shopping habits.

Case studies and interviews with designers and brand owners explain how and why specific choices have been made, why it works, and how it evolved from a prototype or concept to form a successful, self-centred design. It explores designs that work for target groups, together with case-study evidence, colour wheels, materials and typeface choices.

Unique mix of theory, showcase designs, research, statistics, and hard evidence. Loaded with hundreds of illustrations and featuring a hard cover format with tabbed dividers.

About the Authors

Keith Stephenson is the founding director of Absolute Zero Degrees design. His work ranges from contemporary wallpaper to book design.

Mark Hampshire is a freelance brand consultant, who previously worked at Identica, In Real Life, Cato Consulting and Carlton Television. They are the co-authors of Stripes, Circles and Dots and Squares, Checks, and Grids. They both live in London, UK.

Teen / Young adults
Mature adults

ISBN: 9782940361717
ISBN-10: 2940361711
Series: Demographics
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 208
Published: 1st October 2007
Country of Publication: CH
Dimensions (cm): 23.5 x 23.5  x 2.4
Weight (kg): 1.16
Edition Number: 1