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Planning the Projects

Packaging is not merely about designing a label. It entails choosing the right container materials, selecting a container type and shape, and picking colors that often vary from ink colors. Of course, packaging must also clearly communicate vital and often regulated information—particularly if the container holds food or hygiene products.

What sort of container or package is right for your—or your client's—product? Look around. There are thousands of types of bottles, boxes, cans, tubes, vials, bags, and so on available to you. Thumb through manufacturers' catalogs, investigate materials, and scope out the competition. A good package designer typically spends the bulk of her time roaming store aisles and scrutinizing retail catalogs, whether examining what her client's competition is up to, or on the prowl for fresh ideas. In such a designer's studio are shelves filled with products she bought but never used. Boxes in the corner overflow with container samples.


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