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This book outlines and demonstrates basic package design guidelines and rules through 100 principles in the areas of research, planning, and execution. This book is a quick reference and primer on package design, and the principles that make design projects successful. Highly visual and appealing to beginning designers, students, and working designers as a resource. The content helps to establish the rules and guides designers in knowing when and where to bend them. Visual examples demonstrate each principle so readers can see the principle at work in applied design.
Sarah Roncarelli and Candace Ellicott are principles in Fifty Strategy and Creative, a design firm that specializes in brand design and marketing. They create logos, brand identities, and extensions for all media including broadcast, print, and Web for products and services from a wide array of market sectors. Candace and Sarah are experienced creative professionals. They are also perpetual students of great creative and strategic thinkers, regardless of the medium.