Package Design “It is the pervading law of all things organic... Of all true manifestations of the head, of the heart, of the soul, that life is recognizable in its expression, that form ever follows function.” - Louis Sullivan, architect PURPOSE of package design Displays the product Protects the product Contains the product
Package Design When Form does NOT follow Function
Package Design History “Histories make men wise; poets, witty; the mathematics, subtle; philosophy, deep; logic and rhetoric, able to contend.” - Francis Bacon (1561-1626)
The majority of container work uses paperboard / cardboard because: Its base (wood pulp) is a renewable resource It can be recycled / reused Cost-effective Environment-friendly most accessible medium Easily manipulated by hand Endless design opportunities & potentials
Package Design Paradigms paradigm: 1. A typical example of something; 2. an example that serves as a pattern or model from something, especially one that forms the basis of a methodology or theory.
Package Design Processes “When we approach a new package project, the first question we ask ourselves is, ‘How can we do this differently?’ We’re not looking for the obvious solution. We’re looking for the creative one.” - Sol Lang, Creative Director Crayon Design Group
Package Design Processes DIE CUTTING Adds depth, texture and information Draws audience into the contents Compelling visual element that brings negative space into the design When designing: Is the die cut necessary? Does it create a strong element within the overall design? Does it engage the viewer in a way not possible without the cut? Does the cut reveal relevant & interesting information inside the package? Be sure the cut does not compromise the strength of the package
Package Design Processes POP-UPS Called “paper engineering” An interactive section that adds a sense of surprise & fun Labor intensive & costly Adds a 3-D aspect to communicate more information than static images When designing: Learn from “reverse engineering” (by disassembling examples) Requires trial & error investigations Pop-up CD Design
Package Design Processes SPECIAL CLOSURES Adds to the visual & tactile experience Has a tendency to elevate the craft When designing: The variations are limitless Design by Jessica Baechle
Package Design Graphics “The front fights for out interest while the back reassures us that our choice is a sound one.” - Chuck Groth
Package Design Steps Consider the contents & Develop a design concept. Is it fragile? Durable? Oddly shaped? Is it a solid, liquid, or powder? Design the basic form. Add more detail to appropriate surfaces. If appropriate, add die-cuts, etc. Map the graphics. Create the best development for your particular design. So that graphics are continuous, etc. Sketch all ideas at every stage of the design process!