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‘Packaging the Brand’ brings to the reader a discussion of the commercial areas of graphic design. Packaging represents the overlap between the disciplines of graphic design and branding. While many other areas of design may be commercial to an extent, the possible success of a piece of packaging design is linked with its ability to sell a product. This book discusses the implications of this commercial function for a designer. It explores methods of visually communicating the value of a product to its target audience, and examines the 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.