"What is Packaging Design?" explores the myriad issues that determine a client's brief and influence a designer's approach. including marketing and branding concerns. the dynamics of the retail environment. environmental considerations. and legal requirements. The component parts of packaging design are deconstructed. explaining how elements such as information layout. illustration. and finishes are used in isolation and in relation to each other. The book also examines the anatomy of structural design. from cartons. tubes. and tins. to blister packs and innovative formats. Some packaging designers work for large consultancies operating globally. while others work individually. for specific markets. countries. or from within an in-house design team. "What is Packaging Design?" concludes with an analysis of a diverse group of designers who demonstrate how stimulating and creative packaging design can be.