O PT I M I Z E, H U M AN I Z E , G A LVA N I Z E , M AT E R I ALI Z E Designing Packages Design in the field of packaging is where the worlds of two-dimensional and three-dimensional design come together and shake hands. The typical package has a minimum of two sides and often many more. This combines the domains of product design and graphic design in an elegant merger that embraces the product itself. Design is a discipline that is developed much like any craft, over a period of years under the right guidance, study, and tutelage. From materials to shapes and forms, to graphics on packages to openings and handles, there are many aspects of packaging design to understand. And just when everything seems crystal clear, an innovative new material or closure comes along. As a package is often referred to as the salesperson on the shelf, the design process brings that person to life. And unless you want to bring another Fran- kenstein to life, a design team should aspire to create something people won't recoil from or reject out of hand. So the next question is, "Who would you like to have selling your product?" This section covers how much the package contributes to the convenience and accessibility of the product it contains. It covers the three levels of packages-- primary, secondary, and tertiary--and their purpose and potential. Then shape and structure come in to lend dimension and a unique form. Lastly, color, type, and art are the essential utensils of the design practitioner. PLANNING 57 C R E AT I N G IMPLEMENTING D E S I G N M AT T E R S / / PAC K AG I N G 0 1