PACKAGING AND MERCHANDISING DESIGN – PROJECT 1
29.08.19 –
Week X – Week X
Feryn Juliesta Sulia (0336407)
Packaging and Merchandising Design
Project 1
INSTRUCTION
PROJECT 1
[sketches images will coming soon]
Merchandise (Tarot Card):
Book Packaging:
Paperbag:
Final printed outcome:
FEEDBACKS
FURTHER READINGS
The Ultimate Guide to Product Packaging Design by Kelly Morr
Product packaging design refers to the creation of the exterior of a product. That includes choices in material and form as well as graphics, colours and fonts that are used on wrapping, a box, a can, a bottle or any kind of container. It’s a practical tool. Like any good design, packaging tells a story. It’s also a sensual experience, literally engaging us through sight, touch and sound (and possibly smell and taste, depending on the product/package). All of these details help us understand what the enclosed product is for, how it should be used, who should use it and, maybe most importantly if we should buy a product or not.
Packaging design process:
Understand Packaging Layers
There are three “layers” of product packaging: outer packaging, inner packaging and product packaging. Your product may need one or all three of these.
The outer packaging is the first thing a customer is going to see. It’s what protects your product from the elements. This could include the box that the product is shipped in or the shopping bag the item is placed in at the store.
Inner packaging is what keeps your product nestled safely in the outer packaging. This might be packing peanuts or tissue paper that stops something from getting jostled or scuffed. Or it might be a sealed bag that acts to preserve freshness.
Product packaging is what most people think of when they think of packaging: it’s the box the toy comes in, the bottle with a label, the tag on a garment, the wrapper of a candy bar. Each one of these layers of packaging gives you a chance to tell a part of your story.
Choose the Right Type of Packaging
Choosing between a box and a bottle may sometimes be a no-brainer. But sometimes it’s not. Here are a couple of things you need to think about when selecting the right type of packaging for your product:
The product
Everything always comes back to this! If you are selling something liquid, that’s going to limit your options. (Though don’t let this stifle your creativity! Look at Capri Sun: they turned the juice-box industry on its head by creating a juice-sachet. Or Go-Gurt, which took yoghurt from a spoon-required snack to one you could suck out of a packet.)
The competition
Does everyone else put their soup in a can? You’re going to want to think really hard about putting your soup in something else. On one hand, it will make you stand out, which could help set you apart. On the other, consumers are used to cans of soups, and grocery stores are set up to stock cans in their soup section, which may mean your box of soup is fighting an uphill battle.
The budget
You may have an awesome idea on how you’re going to sell your astrology charms in a star-shaped box. But if your budget is $0.50 per piece, that’s probably not going to be possible. Remember to always keep the ideal customer in mind: if your charms are going to sell for $12 each, a simple, inexpensive box is probably your best bet. But if they’re hand-crafted, gold keepsakes that you are selling for $100, you may be better served to up your budget and go for that luxury star-shaped box.
Line Up Your Printer
Printing is not something you’re going to do until after the design is complete. But you should think about it way before you get to that stage. Not only is connecting with a printer going to ensure you’re solid on the costs of printing, but they’ll be able to give you specific information that can help your designer prepare files. A couple things you’ll want to ask about:
Dielines
If you’re going with a standard-sized box or label, printers should be able to provide dieline templates that can be shared with a designer.
File-format requirements
Your printer will need a vector file. Does it need to be a layered file? Should you include cut-lines or not? Your designer should supply a print-ready file (usually an Adobe Illustrator (.ai), Photoshop (.psd), PDF or EPS). You may not be able to open these files if you don’t have the right software, but your printer will be able to. The designer will also supply visual mockups in a PNG or JPG format (which everyone can open). Make sure you understand which file types are what so you can supply them to the right people.
Colour options
Some printers are going to be able to colour-match to any Pantone colour. Others (especially less-expensive options) are going to have a limited colour palette for you to work with.
Digital vs. offset printing
Which type does your printer use? If they do offset, what is the minimum order number? How do the costs scale?
Create Your Information Architecture
Pick the one absolute most important thing you want customers to know about your product. That should be the centrepiece of your design.
Evaluate A Packaging Design and Collect Feedback
Product packaging design refers to the creation of the exterior of a product. That includes choices in material and form as well as graphics, colours and fonts that are used on wrapping, a box, a can, a bottle or any kind of container. It’s a practical tool. Like any good design, packaging tells a story. It’s also a sensual experience, literally engaging us through sight, touch and sound (and possibly smell and taste, depending on the product/package). All of these details help us understand what the enclosed product is for, how it should be used, who should use it and, maybe most importantly if we should buy a product or not.
Packaging design process:
Understand Packaging Layers
There are three “layers” of product packaging: outer packaging, inner packaging and product packaging. Your product may need one or all three of these.
The outer packaging is the first thing a customer is going to see. It’s what protects your product from the elements. This could include the box that the product is shipped in or the shopping bag the item is placed in at the store.
Inner packaging is what keeps your product nestled safely in the outer packaging. This might be packing peanuts or tissue paper that stops something from getting jostled or scuffed. Or it might be a sealed bag that acts to preserve freshness.
Product packaging is what most people think of when they think of packaging: it’s the box the toy comes in, the bottle with a label, the tag on a garment, the wrapper of a candy bar. Each one of these layers of packaging gives you a chance to tell a part of your story.
Choose the Right Type of Packaging
Choosing between a box and a bottle may sometimes be a no-brainer. But sometimes it’s not. Here are a couple of things you need to think about when selecting the right type of packaging for your product:
The product
Everything always comes back to this! If you are selling something liquid, that’s going to limit your options. (Though don’t let this stifle your creativity! Look at Capri Sun: they turned the juice-box industry on its head by creating a juice-sachet. Or Go-Gurt, which took yoghurt from a spoon-required snack to one you could suck out of a packet.)
The competition
Does everyone else put their soup in a can? You’re going to want to think really hard about putting your soup in something else. On one hand, it will make you stand out, which could help set you apart. On the other, consumers are used to cans of soups, and grocery stores are set up to stock cans in their soup section, which may mean your box of soup is fighting an uphill battle.
The budget
You may have an awesome idea on how you’re going to sell your astrology charms in a star-shaped box. But if your budget is $0.50 per piece, that’s probably not going to be possible. Remember to always keep the ideal customer in mind: if your charms are going to sell for $12 each, a simple, inexpensive box is probably your best bet. But if they’re hand-crafted, gold keepsakes that you are selling for $100, you may be better served to up your budget and go for that luxury star-shaped box.
Line Up Your Printer
Printing is not something you’re going to do until after the design is complete. But you should think about it way before you get to that stage. Not only is connecting with a printer going to ensure you’re solid on the costs of printing, but they’ll be able to give you specific information that can help your designer prepare files. A couple things you’ll want to ask about:
Dielines
If you’re going with a standard-sized box or label, printers should be able to provide dieline templates that can be shared with a designer.
File-format requirements
Your printer will need a vector file. Does it need to be a layered file? Should you include cut-lines or not? Your designer should supply a print-ready file (usually an Adobe Illustrator (.ai), Photoshop (.psd), PDF or EPS). You may not be able to open these files if you don’t have the right software, but your printer will be able to. The designer will also supply visual mockups in a PNG or JPG format (which everyone can open). Make sure you understand which file types are what so you can supply them to the right people.
Colour options
Some printers are going to be able to colour-match to any Pantone colour. Others (especially less-expensive options) are going to have a limited colour palette for you to work with.
Digital vs. offset printing
Which type does your printer use? If they do offset, what is the minimum order number? How do the costs scale?
Create Your Information Architecture
Pick the one absolute most important thing you want customers to know about your product. That should be the centrepiece of your design.
Evaluate A Packaging Design and Collect Feedback
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