Studio Problems in Modern Package Design Project One

Paint PlusPaint Plus is a new brand of household paint and painter’s products aimed at the D.I.Y. consumer who wants to achieve quality results at a reasonable price. Paint Plus will appeal to people who may be taking on the challenge of renovation for the first time and are unsure of what they need. They are willing to pay a little more if it will help them complete their projects with professional results. Paint Plus wants to have a logo developed simultaneously with the packaging for full integration of the brand. You will create the Paint Plus identity by constructing wrappers for two paint brushes. Wrappers or covers will be based on models presented in class. Use the two brushes to articulate how the brand will be presented on two similar yet distinct objects. The brushes are two different sizes and must also be labelled as two different types.

Process1. What graphic elements will be most effective in distinguishing your product/brand from the others?

-consider color, type, graphics, image-research similar types of packaging: label elements, variations/additions-what is the retail environment? “Big-Box” Home Improvement, Local Hardware Store, Department Store, Discount Retailer?

2. Consider the consumer. -research your customers-who is buying your product? what is it being used for? where is this product being purchased?-consider how your graphics will appeal to the consumer, create brand awareness and clarify contents-what is the story that your package will tell?

3. Think in the round. -develop graphics that work on a multi-faceted surface. How will you activate the front, back, sides and other facets of the package?-how will the package appear on the shelf? what is its relationship to the other packages of a similar product and its competitors?-research and compose the required information that your product may have to convey to consumers

4. Research/Project Development -Research. Analyze the design problem, research subject and audience, outline methodology. Read the textbook,

visit thedieline.com, conduct a visual audit, assemble style boards.-Thumbnail sketches. Explore labelling ideas. What imagery, ideas do you associate with the subject? What sells? What graphics, color, typography best expresses your concept? -Choice/Refinement. Refine your plan. Use the computer and work to actual size. Work quickly, printing out proofs and revising. Use both drawing and digital output at this stage. Build up models to test artwork.-Comprehensives. Complete digital comprehensives, experimenting and working towards finals. At this point, you are perfecting your final concept.

Final Presentation Use both comprehensives and critique as a basis to work up completed project.

-Final presentation will be of two brush covers. Packaging should differentiate the brushes both by size and type.-Additional elements such as windows, handles, tabs, etc., may be added but package must retain its fundamental reusable form.

Project One Schedule

Sept 5 Syllabus. Introduction of Project One. Homework: Product/Context/Consumer Research. 50 thumbnail sketches of box ideas.

Create Style/Concept boards Build refined models of brush cover with paper and cardstock; create digital dieline Read pages 39–54: Defining Package Design. and 153–175: The Design Process. Respond to questions (below) in your workbooks

Sept 10 Discuss packaging construction strategies. Individual Critiques. Work Day. Homework: Black and white package designs.

Sept 12 Due Today: Black and white models of brush covers for group critique. You must present three variations of your design. Packages must be completely assembled before the beginning of class. Read pages 55–63: Defining Package Design. and 64–82 Elements of Packaging Design. Respond to questions (below) in your workbooks

Sept 17 Work Day. Homework: Color Package Comprehensive.

Sept 19 Due Today: Full-scale color comprehensive of two brush covers for group critique. Packages must be completely assembled before the beginning of class. Type a 200 word critique of a PDP illustrated in the textbook. Be sure to reference your textbook reading! .

Sept 24 Work Day. Homework: Final package designs due.

Sept 26 Due Today: Package Designs Due. Submit Workbooks for Grading.

Questions pgs. 39–54-Where are 2/3 of purchase decisions made?-What is the difference between evolutionary and revolutionary package design?-What is Brand Identity, Brand Promise, Brand Equity, and Brand Loyalty?-What are Proprietary Features?

Questions pgs. 153–175-What are Internal Brand Truths and how do they differ from External Brand Truths?-List the criteria used to analyze new packaging-What is category analysis?-What is a swipe file?What is the relationship between concept and strategy?-What are three design strategies that work?-Why should you sketch in black and white?

Questions pgs. 55–63-What are some important goals of packaging design?-Define Layout.-Use the list of Ten Principles to analyze and compare the PDPs shown on page 56–57. -How is differentiation in retail different from advertising?-Define Shopability.-What are some factors measured in retail research?-Where should you not look for packaging design ideas?

Questions pgs. 64–82-Define the PDP-What is the checklist for a well-designed PDP?-Why is typography the primary medium for communication?-Using typographic terminology, analyze at least two PDPs shown in the textbook.-What are four goals for typography in packaging design?-Discuss the 13 Principles of Typographic Design listed in the chapter.-How does a product make its most lasting impression?-What is a product’s signature?-How should the position of secondary copy be determined?-What is the product descriptor?-Define “sell” copy.-What are some examples of mandatory copy?-What are five considerations when designing typography?-What are the key points about typography?