Package Design Challenge

Transcription

1 Package Design Challenge Packaging has enormous power over what we buy. Most of time packaging expresses what the product is, but sometimes an eye-catching colorful package or package with some extraordinary idea can become as important as merchandise itself. It is said, that a gift is known by its package. Lesson can be found on About.com

2 Package Design - How it Affects What You Buy Part One: There is a belief among packaging experts that consumers can be convinced to buy, if the package that contains the product caters to the right senses. Designers have spent years testing packages, doing marketing studies, logging reaction habits from various targeted groups, just to come up with the perfect appeal to their packages. Color of course, plays a very important role in these projects. It was not until after 1950 that much attention was even given to what the container of a product looked like. Most items were packaged in functional wrappers that were designed to protect and deliver. But that has all changed. These days, impulse purchasing makes up almost 75 percent of the consumer spending, and if the package fails to project the right message, it might be left sitting alone on the shelf. Prior to the debut of a product, teams research such decisions as bold versus soft colors, what the lettering looks like, placement of packaging banners and how large the container should be. Because of color trends and the everchanging design taste of the consumer, the average life span of a package is two and a half years. If a company doesn't invest in repackaging efforts, the product itself will look like yesterday's news and the newer more current designed product will be more actively purchased.

3 What Makes Up A Good Design? Color is definitely the number one factor when designers determine a packaging design. The design teams know that people react differently to different colors furthermore; through physiological response testing, certain patterns can be traced. Color sends subliminal messages to people and most of us react basically the same to some colors. Manufactures utilize this information to make their product more sellable. As consumers, if we are aware of the work that goes behind presenting a product in the most eye-catching package, we will be able to look past it and take a hard look at the product itself. After all, that is what we are really purchasing. So what works best for which products? Does the color yellow sell more salsa? Does red work better for cleaning products? Well, just for fun I have included a quiz for you to see how strong your instinct of color and it's salability factor might be in the grocery store. Have fun and good luck! Part 2 - Take the Quiz! How Much Do You Know About Color? Part 3 BACKGROUND INFO TO THINK ABOUT Food packaging has to carry a clear message of features and benefits that are easy to see and understand: you only have 1/10 th of a second to get the consumers attention as the as they shop the grocery aisles! The Food and Drug Administration has Food Labeling Guides the dictate both numerous aspects of food packaging design, both from a functional standpoint and how you can create approved health claims and your nutritional fact panel. The next step is asking the Key Questions for Designing Better Food Packaging. Food Packaging Design Key Questions for Designing Better Packaging Packaging materials What materials will allow for maximum product freshness and protection? Packaging Construction Will a flexible or rigid container support your product? How much space do you need for messaging? Ease of which it can be packed into outer containers (secondary packaging) ) Will the shape or size prevent you from easily shipping your product to retailers?

4 Ease of storage and distribution What is the cost of secondary packaging and transportation to get it to the retailer? Will your product be stored for a period of time before going on display? Shelf life extension through packaging How long might your product sit on the shelf before consumer consumption? Convey Information What are the ingredients, product benefits, considerations, brand identity? Packaging Materials and Design Drive Costs Your package is one of the most important elements in a successful new product launch. However, you need to be flexible and consider alternative options, which can be equally eye-catching and functional. 3 Key cost drivers for food packaging are: Materials - Traditional packaging materials include plastic, aluminum, glass, and paperboard. However, there have been advancements in innovative and eco-friendly packaging materials. The Greener Package offers a comprehensive database of sustainable packaging materials ( database), or there are associations dedicated to individual packaging materials such as: To understand issues regarding sustainability, look at Design (if working with a package designer) - Once the development process is complete and specifications are set, 80% of costs are embedded, which means 20% of costs occur in the manufacturing stage. Therefore, there may be several savings opportunities in the design and development phase. Check out one of the following online directories for package designers and design firms: Core77 ( For insightful comments on the latest in packaging design, look athttp://bestinpackaging.wordpress. com/ Packaging Production (printing, production, and labor) - It is possible to make tradeoffs, such as between labor and production costs, but be sure you understand the implications of possible trade offs in your time and effort and in the look of your package. Info found on: Great food packaging gets your product Off the Shelf and on to the Consumers Plate. Great packaging is a key success factor in pitching the retail buyer to get on the shelf. Packaging is the single most important marketing tool in today's competitive food & beverage market. Hiring a package designer and using available resources will not only save you time and money in the long run, but will help ensure your brand gets from Kitchen to Cash faster!.

5 What can I do for my Morphed Animal Package Design? The package design can be for any product; food, drink, toy, etc. It can be a package of DVD s or a package that contains perfume. These examples give you a starting point for your own ideas. Good portfolio pieces of art and so choose something that you believe will be eye catching. You need 2 sides of the package design done in PHOTOSHOP Create product Cover! Begin by making an 8x10 (or 10x8, or near that size) COVER with a rectangle or square as the background area. Make your own unique image on the background area, using flat color or gradients, any special effects or some pattern that gives your design a textured look (level 5). Next, the TITLE of the PRODUCT. You could incorporate a pattern or photo inside the text (ask me for the instructions). The LABEL / title will include some words to describe what the product is all about, and these will be made using the Type Tool. Save the file with layers for Ms Z to grade in Photoshop. Please name the layers and create sets/ groups/ folders. Use Adjustments. I would like to see all that in the Layers Palette. Produce the SIDE of the package Also, a SIDE PANEL will be placed on the package and include the name of the product. making your own unique text w/ info. Using the same exact height you used for the Cover Illustration. Choose 3 out of these items (at least 1-2 text items): Info about the product Copy of Logo/ Name of product Nutrients (have fun with the vitamins and ingredients!) Recipe A Game about the product Image of the morphed animal Save the file with layers for Ms Z to grade in Photoshop. Please name the layers and create sets/ groups/ folders. Use Adjustments. I would like to see all that in the Layers Palette.

6 Subject Placement / Layout / Composition Once you have decide compositional tools such as leading lines, the rule of thirds, and centering still apply to package design. Save the files (Cover & Side). package cover_ your name_p 5 package side _ your name _ p5 Merge layers in these files. (Flatten to one layer) Open Adobe Illustrator and then the perspective tool. Drag cover and side into the tool and create a 3D looking package design with a background color. For an A+ / level create a whole ad / product line. SAVE the 3D package design and name it package design_ your name_ p5 jpg For the e-critique, I need you to hand in your files through remote desktop. The files will be dragged off your desktop or dragged from your flash drive. (May ask for the psd files- un-flattened) Required 3 assignments: (3 pts) 1. Mood Sheet for the package design you would like to emulate 3 images (9 pts/ 3 each) 2. 3 Sketches for Package Design (10 pts) 3. Logo Design for your package (25 pts) 4. Package Design (Cover & Side) Graded on: Following Directions, Success of Perspective Technique, Craftsmanship (neatness), Creativity, Photoshop Effort (level 5? ) and class effort Let me know if you have any questions Good Luck!