Assignment 3
Packaging Design

Instructions:
Design and produce packaging graphics for a product. Design graphics in full color that will be applied to the package.
The following directions should be considered.
A.) Redesign package graphics for an existing package. The physical package will exist and contain a product that is in the marketplace.
B.) Redesign package graphics for an existing product. Redesign and improve the physical structure of the package the product is contained in.
C.) Develop a name and logotype for a product/package that does not exist. Design a package and package graphics for this product.

The assignment can be a mix of the above

Before beginning you discuss the direction you are going to take for this assignment (A,B or C). Indicate your objectives

Objectives:
To familiarize yourself with the process involved in package design. To understand the variables that influence package design. To apply your design skills to a 3-Dimensional form. To design and produce a finished 3-Dimensional comprehensive package

Guidelines:
The package and graphics should be designed and produced using Adobe Illustrator and Adobe Photoshop. You may consider photographing the product, scanning the image, and incorporating the product in the package graphics. If you are using an existing product/package you may consider redesigning the logotype while giving the package a new brand identity. The basic structure of the package will be done in Adobe Illustrator.

Considerations:
Think carefully about such elements such as typography, form, hierarchy, color, imagery (spot illustrations, illustration and photography). Another element that is extremely important is the brand name and how it functions as a logotype while tying into the Gestalt of the whole package. Typography should function and communicate effectively. Give careful consideration to typeface style and size relationships to the overall package. Understand that package design is less static than other print mediums. The 3-dimensionality of package design dictates designing for all sides. Consider all sides of the package combined with how collectively the sides work together. Consider how the package will be merchandised.

Packaging design operates on several levels. One of the most important levels is how it functions psychologically. Like logo design the gestalt of the overall package is extremely important. It should possess impact, boldness, stability, dynamism, energy, modernism and simplicity. Packaging design like web page design, requires instant audience capture otherwise your consumer/viewer becomes disinterested. In addition to these things, the design of the package should complement and reflect exactly what’s inside. You may also surf the web to get ideas and techniques for communicating information. The logic behind choosing a subject matter of interest to you is to get you excited about this.

A suggestion would be to go to a Target, Copps etc. to examine the plethora of physical packages and packaging graphics. This will give you inspiration and direction. As I have indicated in the past, when designing there is nothing wrong with looking at other stimulus materials, and borrowing ideas from solutions previously executed. As long as you synthesize the stimulus materials and recontextulize this information, you may incorporate these materials into your design. This is true especially if you are just starting out in the field of design.

Different categories of packaging to consider:
• Bags (Shopping Bags)
• Beverages
• Cosmetics
• Fashion
• Food
• Household
• Industrial
• Multimedia
• Promotion
• Sports
• Tobacco

Timetable:
Package Design Issued - Wednesday, October 2
SNC Art Promo - In Progress Group Critique -Monday October 15
Command X - Captain Crunch - TBD
Package Design Due - Monday, November 18

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Package Design
Package designers like Corporate Identity designers design and create in support of marketing objectives and brand strategy. The clutter of the marketplace, global branding, brand equity, strategic planning and economics are items that play a key role in development of a new product and the container it resides in. Product design and development, design of a package, the design of the graphics of a package are all part of the mix that determines if a product will be successful or not.
A famous Ad man once stated “nothing kills a bad product faster than great advertising”. The same can be said for packaging design - “nothing kills a bad product faster than a great package”.

Corporations and institutions realize that design is not a frilly add on at the end of the product development process but rather an integral part of the whole process. Forces dictate that package designers are more adept at supporting marketing strategies, promoting strategic brand objectives and creating powerful point of sale packaging and graphics. Because of this package designers understand the importance of design as it relates to marketing and vice verse.

Package design performs an essential function in our everyday lives; communicating through everyday objects we encounter. This is done through ideas, images and messages.
Package design has a long history in the United States that pervades popular culture. This became most obvious when Andy Warhol, a pioneer in the Pop Art movement incorporated it into his art.

When designing your package consider the above as well what thoughts, ideas, personal experiences you can draw upon to create a package that is a major statement.

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