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Objectives

Objectives. Understand the purpose of package design Learn about the package design process Be aware of sustainable design practices Appreciate the special role of audio packaging to the listener/viewer. Definitions.

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Objectives

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  1. Objectives • Understand the purpose of package design • Learn about the package design process • Be aware of sustainable design practices • Appreciate the special role of audio packaging to the listener/viewer

  2. Definitions • Package design is a graphic design application intended to function as packaging and to attract a consumer and present information; it is an amalgam of two- and three-dimensional design, promotional design, information design, and practicality. • Package design visual hierarchy: Some information is more immediately critical to a shopper in the few seconds in front of a shelf, and the designer must understand that communication hierarchy, referred to as package architecture.

  3. What Does Package Design Encompass? • Package design involves the complete strategic planning and designing of the form, structure, and appearance of a product’s package, which functions as casing, promotes a brand, presents information, and becomes a brand experience.

  4. Project Scope and Kind:Package Design, Branding, and Product Development • Most often, package design is one part of an integrated branding program whose marketing strategy may feature a variety of marketing initiatives, including promotions, product launches, and advertising. • When package design is part of a brand identity program, other applications may include logo, visual identity, signage, van graphics, and more. ALL SEASONS WILD BIRD STORE: IDENTITY AND PACKAGING IMAGEHAUS, INC., MINNEAPOLIS

  5. National Brands vs. Store Brands • National brands are products and services that are promoted and distributed nationally and often globally. • Besides carrying national brands and boutique labels, retail store chains often offer their own branded products, called store brands, retailer brands, and private label brands. • The model for store brands usually is either a house of brands, or a branded house WAITROSE LIMITED: PACKAGE DESIGN TURNER DUCKWORTH, LONDON AND SAN FRANCISCO

  6. Package Design Process • The design process has five phases: Orientation > Analysis > Concepts > Design > Implementation • During the first two phases of the design process, the client and design team define the problem, establish goals, determine the project scope (project may include several brand extensions or subbrands), and conduct any necessary research. • The concept underlying the package design solution must be relevant to the audience, be on strategy with the broader brand identity, and, of course, have on-shelf impact.

  7. The Psychology of Package Design • Psychologically, people tend to be attracted most by visuals and often project the visual attributes of the package onto the product. • Most every person who looks at a package sees the whole package rather than the separate visual or tactile elements; however, each visual component has more of an effect on the individual than one realizes.

  8. Package Design Development • Certainly, people make brand choices based on multiple factors. • An individual’s state of mind, familiarity with a brand, and the brand’s functional or emotional benefits, quality or performance, value related to cost, and convenience all influence brand choices. • Many design experts believe that package design is the make-or-break decision for a person reaching for a product on the shelf. • It is estimated that about 65 to 75 percent of purchase decisions are made standing in front of the packaging in the store. • All that a package is—visuals, form, color, typography, materials, and textures—will be absorbed as a total unit by each viewer.

  9. Clarity of Identification and Information • A package design has to be interesting enough to someone to notice it. • Then, if the package holds the person’s interest, the shopper begins to scan the package for information. • A clear visual hierarchy with a dominant visual or typographic treatment as the entry point will draw you into the composition. • Some information is more immediately critical to a shopper in the few seconds in front of a shelf, and the designer must understand that communication hierarchy, referred to as package architecture.

  10. Clarity of Identification and Information • In the store or at home, you want the consumer to be able in a couple of seconds to decipher and comprehend product information. SESMARK: PACKAGE DESIGN WALLACE CHURCH, NEW YORK

  11. Package Design Basics • Most packaging is displayed on shelves in multiples, where we see the cumulative effect of several packages lined up next to one another, as well as how one brand looks competitively against another. • Package design must be attractive, legible, and appropriate for its audience and marketplace. • Package design is a merging of two- and three-dimensional design, promotional design, information design, and engineering. • The casing aspect of package design is three-dimensional. • On the shelf, packaging is seen from a frontal or 2D point of view; however, once taken off the shelf, the form is indeed a three-dimensional—all sides count—solution.

  12. Sustainability • All visual communication professionals should make an earnest attempt to practice sustainable design—design that incorporates environmental matters, also called eco-design, green design, or design for the environment. • Investigating how materials and processes impact on the environment, troubleshooting for potential hazards and wastefulness is critical. THE NORTH FACE: GLOBAL PACKAGING & HANG TAG SYSTEM CHEN DESIGN ASSOCIATES, SAN FRANCISCO

  13. Specialized Areas • Audio packaging absolutely must reflect the recording artist’s or group’s sensibility – no equivocations. • It must express the unique quality of the artist or group, inviting the browser in a music shop to pick it up, consider it, and purchase it. • Each CD from a group must reflect the particular CD’s theme or core. THE ROLLING STONES BRIDGES TO BABYLON: CD PACKAGE SAGMEISTER INC., NEW YORK

  14. Summary • Package design is a graphic design application that functions as packaging, but also attracts a consumer and presents information. • Package design involves the complete strategic planning and designing of the form, structure, and appearance of a product’s package, which functions as casing, promotes a brand, presents information, and becomes a brand experience. • Package designers must be knowledgeable about a range of construction and technical factors. • Package designers work in collaboration with identity designers, marketing executives, product developers, manufacturers, industrial designers, and packaging engineers.

  15. Summary • Most often, package design is one part of an integrated branding program whose marketing strategy may feature a variety of marketing initiatives, including promotions, product launches, and advertising. • When package design is part of a brand identity program, other applications may include logo, visual identity, signage, van graphics, and more. • Besides carrying national brands and boutique labels, retail store chains often offer their own branded products. • The model for store brands usually is either a house of brands, where each product is named and branded individually, or a branded house, where all products fall under one name.

  16. Summary • The concept underlying the package design solution must be relevant to the audience, on strategy with the broader brand identity, and have on-shelf impact. • Psychologically, people tend to be attracted most by visuals and often project the visual attributes of the package onto the product. • Most every person who looks at a package sees the whole package rather than the separate visual or tactile elements; however, each visual component has more of an effect on the individual than one realizes. • Some visual components “cue” the viewer more than others. • Package design visual hierarchy: Some information is more immediately critical to a shopper in the few seconds in front of a shelf, and the designer must understand that communication hierarchy, referred to as package architecture.

  17. Summary • In the store or at home, a person needs to be able to decipher and comprehend product information within a couple of seconds. • Most packaging is displayed on shelves in multiples, where we see the cumulative effect of several packages lined up next to one another, as well as how one brand looks competitively against another. • All visual communication professionals should make an earnest attempt to practice sustainable design—design that incorporates environmental matters, also called eco-design, green design, or design for the environment. • Audio package design absolutely must reflect the recording artist’s or group’s sensibility—no equivocations.

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