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Who's the Package For?: Secrets of Packaging Design

Angela Riechers deciphers the branding messages today's products convey to their audience through packaging.

1. Introduction (1:17)

Table of Contents

  1. Introduction (1:17) 1:17 FREE!
  2. The Basic Function of All Packaging (2:20) 2:20 FREE!
  3. Gender at the Grocery Store (4:15) 4:15 FREE!
  4. The Fun Spectrum (3:29) 3:29 FREE!
  5. Weekend Warriors (3:55) 3:55 FREE!
  6. The Science of Beauty (4:19) 4:19 FREE!
  7. Finding a New Audience (3:53) 3:53 FREE!
  8. Apple Meets Target (3:10) 3:10 FREE!
  9. Conclusion (:49) :49 FREE!

Video Details

Angela Riechers deciphers the branding messages today's products convey to their audience through packaging. She breaks down the visual codes of packaging for products ranging from kids' toys to sports drinks. After watching this tutorial, you'll never look at a supermarket or department store shelf quite the same way.

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Author

Angela Riechers
Angela Riechers is an art director, educator, and consultant with fifteen years of professional experience designing national magazines including More , O at Home, the New York Times T Magazine, and Harper's . Her writing appears online on the AIGA Voice and Design Observer. She has taught numerous graphic design courses at the City College of New York and the School of Visual Arts. Angela's work has been recognized by the Society of Publication Designers and the Art Director's Club, and was featured in the The Speck Report: A Curious Collection of Uncommon Things. She is a graduate of the Rhode Island School of Design, and lives in Brooklyn with her husband and two sons while studying for a master's degree in Design Criticism at SVA.