"The Principles of Package Design: Designing with a Marketing Perspective" is a professional book authored by Mr. Ryo Ogawa, who draws from his extensive experience in packaging design and marketing to delve deeply into the theories and practices behind impactful packaging design. Published by Jitsugyo Publishing on November 29, 2024, this comprehensive 320-page book offers readers a balanced combination of theoretical knowledge and practical examples.
Mr. Ryo Ogawa, the CEO of Plug Corporation, holds an MBA from Keio University and a doctorate in business management. He also serves as a lecturer at Waseda University and Meiji University and is a board member of both the Japan Package Design Association and the Japan Marketing Association. His wealth of professional expertise and practical experience form a solid theoretical foundation for this book, making its content highly applicable to real-world scenarios.
The core concept of this book is the verbalization and rationalization of package design. The author emphasizes that design decisions should not solely rely on intuition or subjective judgment but must be articulated clearly to demonstrate their necessity and value. To help readers grasp this approach, the book details the close relationship between packaging design and marketing strategies, such as advertising tactics, consumer insights, competitive analysis, and product positioning. It also features illustrative examples, including photos and diagrams, to explain the role of design in the marketplace.
A standout feature of this book is its exploration of design methodologies in the AI era. It introduces the concept and applications of generative AI, showing how AI can assist in packaging design while examining the evolving role of designers in this new landscape. For readers interested in the potential of AI technology in design, this section offers significant insights and inspiration.
Structurally, the book is divided into three clear sections. The introduction lays a foundational understanding of basic marketing concepts. Part One explores the relationship between marketing and packaging design, analyzing it from the perspectives of consumers, products, and market competition. Part Two focuses on the practical design process, including information integration, creative principles, and design evaluation. Lastly, Part Three highlights innovation trends and AI technologies, providing readers with forward-looking insights and guidance.
This book is ideal for packaging designers, product planners, and anyone interested in the intersection of marketing strategy and design. More than just a practical design manual, it serves as a critical reference for reevaluating the relationship between design and marketing in the AI era, offering readers a profound blend of theoretical and practical perspectives.
