This text explores methods of visually communicating the value of a product to its target audience, and examines the entire lifespan of a piece of packaging: from its manufacture and construction, its display in various retail environments, to its eventual disposal and the associated environmental concerns

• The 'packaged' brand
• Is packaging branding?
• What is packaging design?
• Branding and rebranding
• Audience and sectors
• Purpose and intent
• Retail environments
• Bespoke to global
• Solo and range
• Proprietary and own brands
• Monolithic, endorsed and unique
• Luxury abd value
• Research and concept
• Responding to briefs
• The design process
• Market research
• Concept generation
• Ways of thinking
• The promise
• Rethinking the expected (transformation)
• Design approaches
• Visual shorthand
• Branding, language and colour
• Point of difference
• Persuasion
• Humour and appropriation
• Protection, attribute and experience
• Form and elements
• Form and design
• Shape and ergonomics
• Surface graphics
• Print finishing and materials
• Front and back of pack
• The future -hanging retail environments
• Environmental considerations
• Ethics of packaging