Project 3

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?

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