Terminology

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The words for packaging

Lesson 6 of 11 in Terminology.

12 Packaging Design Terms You Should Know as a Graphic Designer · Michael Lubrin (dayswithmike)
Lesson

Packaging has a vocabulary shared with manufacturing and retail rather than with design, which is why designers arrive at their first packaging meeting slightly lost. Most of it is practical.

An ink drawing of a loading bay with a hand holding a honey jar in front, a carton of six jars on a bench behind and a forklift lifting a pallet of brown shipping cases in the back.
A jar in a hand, the jars in a carton of six, the cartons on a pallet. Primary packs touch the product, secondary packs group it and tertiary packs move it.
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  1. Question 1, locked

    Why find out whether a line is shelf-ready before the front panel is signed off?

    • The product is displayed inside its cut-down outer case, so cardboard hides much of what was designed
    • Shelf-ready lines need a tamper evident closure, which eats into the front panel
    • Retailers give shelf-ready lines fewer facings, so blocking stops working
    • Shelf-ready cases print flexo, which limits how many colours the panel can use
  2. Question 2, locked

    Which of these words means this? “The flat plan showing every cut, fold and glue area.”

    • Gamut
    • Tint, tone, shade
    • Dieline
    • Value
  3. Question 3, locked

    Which of these words means this? “The pack touching the product, the box around it, the shipping case.”

    • Primary, secondary, tertiary
    • Brand
    • Identity
    • Symbol

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