Product Invention
– Package Design
Professor Groat | Art 125
Your assignment is to invent
a new type of product and package. This hypothetical product may range from
consumable goods, cosmetics or electronics to clothing, jewelry or garden
supplies. You decide! The package design must be
visually engaging, legible and make use of the principles: emphasis,
alignment, contrast, balance, flow and repetition.
LEARNING OUTCOMES
·
Create a
unified, balanced and visually appealing package design including both
typography and images geared towards particular demographics.
·
Articulate
verbally and in writing how the design principles: emphasis, alignment,
contrast, balance, scale, flow and repetition have been used to create a
unified and balanced design that visually communicates the subject of the
poster.
DUE
DATES
·
4/15 Branding
Your Idea: Product/Package
Concept &
10 Logotype Thumbnails – FIRST ROUND
·
4/17 5
Logotype Thumbnails – SECOND ROUND
·
4/22 3 Existing Packages from your recycling bin to analyze in class.
·
4/24 10 Package design thumbnails
& Package Shell (basic form of package)
·
4/29 5
Package design thumbnails & All relevant
Textual Information for package posted on your
blog (listed below)
·
5/1 Design Briefs, Share concept
development in progress
·
5/6 Fieldtrip to Student art show at
Roberson
·
5/8 Designing in Photoshop and
Illustrator
·
5/13 Preliminary Critique
– Digital Version on Blog
·
5/15 Refinement of Design
Concept
·
5/20 Final Critique - Turn
in Project – physical three-dimensional version
CREATIVE
PROCESS
Your entire
creative process, including all digital thumbnails must be archived on your
blog!
1. Logo
Design- Including,
tagline (anchor phrase), unique typographic and graphic
icon
(pictograph /image/symbol)
You must “brand”
your new product invention, meaning you will invent a name and logo {trademark}
for your concept. What makes your product unique, setting you apart from the
competition?
2. Market Analysis and Brainstorming
Collect examples of existing product
packaging that are similar to what you plan to create. It’s important to study
the types of information that is included in particular types of packaging. For
example, the information included on cereal boxes is very different from what’s
noted on hair shampoo containers.
3. Visual Identity Development
The outward expression of the brand, including its name and visual
appearance. The brand's identity is its fundamental means of consumer
recognition and symbolizes the brand's differentiation from competitors.
The chosen colors, shapes and styles of font must visually
communicate the essence of your product concept. The overall “look of the design” must
visually express the product concept.
Information Required within Package Design
·
Logo and product name
·
Manufacturing Address, Corporate Headquarters
·
Web address for consumer inquiries
·
Basic information regarding product
·
Barcode
Possible Additional
Information
·
Ingredients
·
Nutritional facts
·
Corporate History – Personal narrative
·
Environmental statement – sustainability
·
Net Weight in Ounces and Grams
·
Quality Guarantee
·
Directions
·
Quantity in package
·
Warning label
·
Uses
What’s
Required:
Ø Original
Product/Package Invention
Ø Creative
Process Documented on Blog
Ø Full
Color
Ø Original
Logotype
Ø Full Color
Ø Thumbnails, Textual product information, Comprehensive
and Essay presented on blog!
Graded
On:
How well you address
the needs of the assignment, craftsmanship,
creativity, posting creative process on blog, essay and meeting due dates.
Essay
Outline:
The project essay must outline the following:
1. How does your package design visually communicate the concept of the product invention?
2. How does your design conform to the "rule of thirds"?
3. How have the principles: emphasis, alignment, contrast, scale, balance, flow and repetition been implemented within your design?
4. In what ways do color, imagery and typography work together to communicate the message of your design?
1. How does your package design visually communicate the concept of the product invention?
2. How does your design conform to the "rule of thirds"?
3. How have the principles: emphasis, alignment, contrast, scale, balance, flow and repetition been implemented within your design?
4. In what ways do color, imagery and typography work together to communicate the message of your design?
Brand: A brand is a mixture of
attributes, tangible and intangible, symbolized in a trademark, which, if
managed properly, creates value and influence.
"Value" has different interpretations: from a marketing
or consumer perspective it is "the promise and delivery of an
experience"; from a business perspective it is "the security of
future earnings"; from a legal perspective it is "a separable piece
of intellectual property." Brands offer customers a means to choose and
enable recognition within cluttered markets.
Branding: Selecting and blending tangible
and intangible attributes to differentiate the product, service or corporation
in an attractive, meaningful and compelling way.
Brand Identity: The outward expression of the
brand, including its name and visual appearance. The brand's identity is its
fundamental means of consumer recognition and symbolizes the brand's
differentiation from competitors.
Brand Essence: The brand's promise expressed in
the simplest, most single-minded terms. For example, Volvo = safety; AA =
Fourth Emergency Service. The most powerful brand essences are rooted in a
fundamental customer need.
Trademark (commonly referred to as logo)
"Any sign capable of being represented graphically, which is capable of
distinguishing goods or services of one undertaking from those of another
undertaking" (UK Trade Marks Act 1994).
Visual Identity: What a brand looks like -
including, among other things, its logo, typography, packaging and literature
systems.
Demographics: The description of outward traits
that characterize a group of people, such as age, sex, nationality, marital
status, education, occupation or income. Decisions on market segmentation are
often based on demographic data.
Definition
Source:
http://www.brandchannel.com/education_glossary.asp#Top
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