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This book outlines and demonstrates basic package design guidelines and rules through 100 principles in the areas of research, planning, and execution. This book is a quick reference and primer on package design, and the principles that make design projects successful. Highly visual and appealing to beginning designers, students, and working designers as a resource. The content helps to establish the rules and guides designers in knowing when and where to bend them. Visual examples demonstrate each principle so readers can see the principle at work in applied design.

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Candace Ellicott and Sarah Roncarelli are the creative force behind Fifty Strategy and Creative, based in Ottawa, Ontario. Candace, as creative director, leads design projects and Sarah as lead strategist and writer articulates the concepts. The firm handles all types of design projects including packaging, branding, and web work.