Graphic Design & Marketing

Project 1 - Packaging Redesign

By CRAIG KUNCE

1. Introduction

Packaging is a very important marketing piece that acts as the last mini-commercial a customer sees before they choose to buy your product. When they stand in front of an aisle of dozens of competing products, why will they choose yours? What will set it apart from the rest? What will the remember most about your packaging? How will you build brand loyalty and recognition?

These are important questions that designers must address in order to create successful product packaging. Let's look at some areas you can focus on to help your packaging connect with customers.

2. Examples

3. Learn more

Wikipedia: Packaging and Labeling
Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government… (read more)

Packaging - Start to Finish

 

4. Apply it

Design Project
Apply your new knowledge with a real design project. You will re-design an existing piece of packaging. Go to your cupboard or local grocery store and find packaging that needs some work. Your job is to improve it. It must be made of paperboard or cardboard—since that is what we can print out, cut and fold.

Research and buy a package to re-design
Buy a packaged product in a box. Choose something interesting that you can take apart and scan flat. Also choose something you can reassemble and set up in a unique way for your final photo shoot. How about a small Legos play set that you have to build? Or a food product that you can put in a bowl and style and photograph? Be creative, and think of creating an amazing piece for your portfolio

What's Due
Click the link "Hand In" in the right column

Other Considerations
Color: Next time you're walking down a grocery or dept store aisle, stop and look at the sea of brand colors. Do you see blocks of brand colors? Are they scattered? Chances are, the most successful products are those with a consistent brand color displayed across all their products. You should choose a consistent brand color for your packaging.

Shape: While you're looking down the same aisle, look for products with a unique shape that defines their brand. These products are sometimes remembered most for their shape. Think original Leggs packaging, Cola-Cola's glass bottle, Pringles, Toblerone, etc. (Google them).

Your packaging should include (almost) everything on the original
You may alter any or all of these within reason. If you need a new photo, shoot your own! If you need a new headline, write one. If you don't want to include all of the body copy, you can edit/cut some out. Just make sure you use most of the content on the original.

Be sure to include (ADD them if they are not there now):

  1. Logo
  2. Brand colors
  3. Product Name/Title
  4. Photos / Art (that you take yourself)
  5. Body Text (use as much as possible from the initial example- you may edit/cut some text)
  6. Design elements, art and photos that communicate the brand and its benefits
  7. Legal stuff: Nutrition label, weight, where it's made, UPC code.

Brand Experience
How does your customer use your product? What benefits do you offer them and their lifestyle? We refer to this as the brand experience. You should show your customers different ways they can use your product or service on your packaging.

Here's a photo of the back of a Tabasco box where they show customers how they could use their hot sauce:

 

Here is a screen capture from Bigelow Tea's website to use as inspiration for the back of your packaging:

5. Evaluate it

We'll evaluate your design work using these learning outcomes (also on this project's evaluation sheet):

  • Are you designing effective marketing and advertising material?
  • Are you appropriately using design software?
  • Are you following a design process?
  • Are you practicing legal & ethical standards?
  • Are you explaining and selling your creative solutions?