• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
PACKAGE DESIGN (Intro to GD, wk 12)
 

PACKAGE DESIGN (Intro to GD, wk 12)

on

  • 1,940 views

Week 12, Introduction to Package Design ...

Week 12, Introduction to Package Design

Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.

Statistics

Views

Total Views
1,940
Views on SlideShare
1,915
Embed Views
25

Actions

Likes
10
Downloads
276
Comments
0

4 Embeds 25

http://columbia.mrooms2.net 13
http://lms.colum.edu 7
http://pinterest.com 3
http://www.pinterest.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    PACKAGE DESIGN (Intro to GD, wk 12) PACKAGE DESIGN (Intro to GD, wk 12) Presentation Transcript

    • I N T R O T O PA C K A G I N G D E S I G N
    • DOUBLE FUNCTION
    • DOUBLE FUNCTION 1. Pr actical/physical
    • DOUBLE FUNCTION 1. Pr actical/physical 2. Psych olo gic al
    • PRACTICAL/PHYSICAL
    • PRACTICAL/PHYSICAL Storage and protec tion of goo ds
    • PRACTICAL/PHYSICAL Storage and protec tion of goo ds Sh ipping
    • PRACTICAL/PHYSICAL Storage and protec tion of goo ds Sh ipping Dis play
    • PRACTICAL/PHYSICAL Storage and protec tion of goo ds Sh ipping Dis play Pres en t te xtual infor m ation
    • PRACTICAL/PHYSICAL Storage and protec tion of goo ds Sh ipping Dis play Pres en t te xtual infor m ation Del ive r y
    • PSYCHOLOGICAL
    • PSYCHOLOGICAL Brandin g/Identit y
    • PSYCHOLOGICAL Brandin g/Identit y Consume r desire
    • Brand ≠ Products Marketing groups often talk about managing their brands, but what they usually mean is managing their products. To manage a brand is to manage something much less tangible—an aura, and invisible layer of meaning that surrounds the product.
    • WHY DO YOU BUY ON E PRODUCT OVER ANOTH ER?
    • WHY DO YOU BUY ON E experience PRODUCT OVER ANOTH ER?
    • WHY DO YOU BUY ON E experience PRODUCT OVER ANOTH ER? brand promise
    • WHY DO YOU BUY ON E experience PRODUCT OVER ANOTH ER? brand promise brand loyalty
    • WHY DO YOU BUY ON E experience PRODUCT OVER ANOTH ER? brand promise brand loyalty packaging
    • PACKAGING IS NOT JUST VISUA L — WHAT MAKES AN ATTR ACT IVE PACKAGE?
    • PACKAGING IS NOT shape of th e package JUST VISUA L — WHAT MAKES AN ATTR ACT IVE PACKAGE?
    • PACKAGING IS NOT shape of th e package JUST VISUA L — WHAT the “fit” in the han d MAKES AN ATTR ACT IVE PACKAGE?
    • PACKAGING IS NOT shape of th e package JUST VISUA L — WHAT the “fit” in the han d MAKES AN ATTR ACT IVE PACKAGE? the texture
    • PACKAGING IS NOT shape of th e package JUST VISUA L — WHAT the “fit” in the han d MAKES AN ATTR ACT IVE PACKAGE? the texture the finish
    • PACKAGING IS NOT shape of th e package JUST VISUA L — WHAT the “fit” in the han d MAKES AN ATTR ACT IVE PACKAGE? the texture the finish the perceived weight
    • PACKAGING IS NOT shape of th e package JUST VISUA L — WHAT the “fit” in the han d MAKES AN ATTR ACT IVE PACKAGE? the texture the finish the perceived weight the graph ics
    • “LUXURY”
    • “LUXURY” Limited color palette (jet black bottle, creamy white label and rich red seal).
    • “LUXURY” Limited color palette (jet black bottle, creamy white label and rich red seal). Texture (glossy bottle, uncoated paper label and deeply embossed real wax seal).
    • “LUXURY” Limited color palette (jet black bottle, creamy white label and rich red seal). Texture (glossy bottle, uncoated paper label and deeply embossed real wax seal). Less is more (the only clues about 'who' and  'when' are the logo in the seal and the artful '2005' on the label).
    • C A S E S T U D Y: TA R G E T
    • The problem:
    • The problem: Inconsisten t labelin g
    • The problem: Inconsisten t labelin g Branding tr umps all
    • The problem: Inconsisten t labelin g Branding tr umps all Confusing n umbers
    • The problem: Inconsisten t labelin g Branding tr umps all Confusing n umbers Poor color combinations.
    • The problem: Inconsisten t labelin g Branding tr umps all Confusing n umbers Poor color combinations. Cur ved shape is hard to r e ad.
    • The problem: Inconsisten t labelin g Branding tr umps all Confusing n umbers Poor color combinations. Cur ved shape is hard to r e ad. Tiny type
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 1. Easy I.D. The name of the drug is printed on the top of the bottle, so it’s visible if kept in a drawer.
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 1. Easy I.D. The name of the drug is printed on the top of the bottle, so it’s visible if kept in a drawer. 2. Code red The red color of the bottle if Target’s signature, and a universal symbol for caution.
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 1. Easy I.D. The name of the drug is printed on the top of the bottle, so it’s visible if kept in a drawer. 2. Code red The red color of the bottle if Target’s signature, and a universal symbol for caution. 3. Information hierarchy Adler divided the label into primary and secondary positions, separated by a horizontal line. The most important information (drug name, dosage, intake instructions) is placed above the line, and less important data (quantity, expiration date, doctor’s name) is positioned below.
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 4. Upside-down to save paper Klaus Rosburg, a Brooklyn-based industrial designer hired by Target, came up with an upside-down version that stands on its cap, so that the label can be wrapped around the top. Every piece of paper in the package adds up to one eight-and-a-half-by-fourteen- inch perforated sheet, which eliminates waste and makes life easier for pharmacists.
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 4. Upside-down to save paper Klaus Rosburg, a Brooklyn-based industrial designer hired by Target, came up with an upside-down version that stands on its cap, so that the label can be wrapped around the top. Every piece of paper in the package adds up to one eight-and-a-half-by-fourteen- inch perforated sheet, which eliminates waste and makes life easier for pharmacists. 5. Green is for grandma Adler and Rosburg developed a system of six colored rubber rings that attach to the neck of the bottle. Family members choose their own identifying shade, so medications in a shared bathroom will never get mixed up.
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 6. An info card that is hard to lose A card with more detailed information on a drug (common uses, side effects) is now tucked behind the label. A separate, expanded patient-education sheet, designed by Adler, comes with three holes so it can be saved in a binder for reference.
    • The solution: Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features: 6. An info card that is hard to lose A card with more detailed information on a drug (common uses, side effects) is now tucked behind the label. A separate, expanded patient-education sheet, designed by Adler, comes with three holes so it can be saved in a binder for reference. 7. Clear warnings Adler decided that many of the existing warning symbols stuck on pill bottles don’t make much sense—the sign for “take on an empty stomach,” for instance, looked like a gas tank to her—so together with graphic designer Milton Glaser, for whom she now works, she revamped the 25 most important.
    • CRITERIA FOR A SUCCESSFUL LOGO DE SIGN G E PA CKA
    • Visibility
    • Application
    • Distinctiveness
    • Simplicity/Universality
    • Retention
    • Color
    • Descriptiveness
    • Timelessness
    • Modularity
    • Equity