Packaging Makeovers: Graphic Redesign for Market Change

Whether a company has been in business for one year or for 100 years, redesigns are an inevitable, expensive part -- with vast ramifications -- of doing business. So although redesigns are relatively commonplace, they must not be taken lightly.

This book deconstructs package redesign, providing vital information for the business owner, who has to make this all-important decision, as well as for the designer, who must execute the project.

Our society is susceptible to messages sent by cleverly designed packaging. Whereas a budget-minded consumer might be drawn to inexpensive-looking boxes, someone looking for a pure, organic line of cosmetics would be attracted to upscale black-and-gold embossed packages. Designs use many tactics to grab attention. This book walks readers through the various approaches to packaging design as well as the various reasons for a redesign, such as outdated packaging, a change of focus or market or in the target customer, and so on, so business people and designers can choose the right strategy for their products and audiences.

Tracks the makeover transformation using before, during, and after photos
Features color palettes, sketches, type treatments, and more that show what elements changed as the designer went from concept to execution
Offers dozens of package redesigns from food to cosmetics to entertainment
The only book of its kind that focuses on redesigns



Stacey King Gordon is a writer who helped found Professional Jeweler magazine and authored Magazine Design That Works. She is also a frequent contributor to HOW and I.D. magazines. She lives in Oakland, California.