OBJECTIVES OF TASK
- Invent an original food product and design packaging for it, or
- Redesign and existing package for a food product.
- Design the surface graphics for all sides of the package, including nutrition label and bar code.
- Use fonts that fit with the overall design and are effective at communicating information about the product
DESIGN BRIEF
Outline a written work brief that addresses the following areas (Max 200 Words)
Product name and manufacturer must be shown and include a brand identification.
- What is the general purpose of the product?
You need to be creative and innovative so the package creates graphic impact and brandidentification ‐ the product stands out from others at the point of sale.
- Who is the audience/target market for your packaged food product?
Packaging must be directed to the target audience. You need to demonstrate they know what attracts this particular audience ‐ what are the needs of this audience?
- What is the specific purpose?
The manufacturer wants the packaging to attract, promote/ advertise, and sell the product.
RESEARCH
You will explain how packaging design relates to the product being marketed to a specific audience
Find 2 food products online.
a. Name of the Food Product:
b. Include an image of the packaged food product.
c. What are some characteristics of the product? (example: low-carbohydrate, caffeinated, berry flavored…)
d. Who is the audience/target market? Who does this design appeal to? (example: kids, athletes, vegetarians, people trying to loose weight…..)
e. Analyse the effectiveness of the package design by filling out the following table.
Factor of Design
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Positive
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Negative
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Function
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Aesthetics (How it Looks)
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Health & Safety
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Ergonomics
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Environmental Consequences
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Quality
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Design aspects - elements & principles
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Example: green background
How the design relates to the product
Example: Reminds you of vegetables and makes people think this is healthy
1.
2.
3.
1.
2.
3.
BRAINSTORM IDEAS
Brainstorm a list of things related to the subject of the food product. eg. Lemonade
- Lemon
- Yellow
- Sun
- Sour
- Lemon Tree
- Leaves
- Juicy
- etc.
Then collect photographs and illustrations of these images and paste them into your visual diary.Make a list of the characteristics and positive benefits of your product. eg.
- Gives you energy
- Great flavour
- Healthy
- low-carbohydrate
Make a list of images that would help demonstrate these benefits. eg.
- An athlete
- Active healthy person
- Images that represent the flavour
Then collect photographs and illustrations of these images and paste them into your visual diary.
SKETCH IDEAS OF IMAGES TO BE INCLUDED ON THE PACKAGE
From your collection of photographs, make sketches of ideas for your illustration to be included on your package. You do not need to include the text that goes on the package at this stage, just the image. You may like to experiment with your image in Adobe Illustrator and stylize and simplify your image. Below is an example of an image that has been simplified and stylized.
EXPERIMENT WITH THE DESIGN ELEMENTS
With your illustration experiment with the design elements.
- Color – try using warm and cool colors to make objects come forward or go back. Try using complimentary colors (Opposite on the color wheel to create contrast. Try using harmonious colors (Next to each other on the color wheel) to create harmony in the design.
- Line – try adjusting the thickness of lines to change the style of the illustration.
- Shape – try taking out the lines and using flat shapes for your design. Try using geometric shapes or just organic shapes.
- Tone – try using different tones and shade to give your objects Form and make them look 3 dimensional.
- Texture – try using different textures to help describe the surface of the fruits.
EXPERIMENT WITH FONTS
There are no right or wrong typefaces - there are only effective and ineffective ones.If you've ever had to squint or "work" to read something, you've probably been the victim of an inappropriate font.Just as people tend to form an opinion by your appearance, the first impression of type is also important.If you want your business to be taken seriously, you need to choose fonts that reflect this. Don't use a casual or script font when a credible, more traditional typeface would be more appropriate.How to Choose an Effective FontAsk yourself these questions to help choose an appropriate font for your graphic material.What is the tone of this project?Fun, happy, credible, serious. Choose a font that reflects the tone.What font best reflects the content?If you're talking about insurance, you want a font that is open, easy to read and looks business-like. A leaning font with a cute feel is going to contradict this.Choose the mood that you want to convey on your food package.Now type out the name of your Food in 5 different fonts that you think reflect this mood.Check out these links below for some different ideas for fonts.
Submit all work from this point for assessment on 24/03/2013
STRUCTURAL DESIGN OF YOUR PACKAGE
Now that you have completed your illustration and chosen your font you now need to experiment with the shape and form of your package. This is known as structural design. You will need to work out what it will look like as a 3d shape and how it will look when it is unfolded as a 2d shape. This is known as a package dieline.
This is a good website to help you get started with ideas for shapes of your package. You can used other websites as a resource for working out the shape or your package (search for packaging dieline templates). Be creative in your shape design but make sure that you look at both the functional and aesthetic aspects of your design.
DESIGN PRINCIPLES - Surface Graphics Layout
Now that you have completed the structural design of your package you need to experiment with the placement of the illustration and the text within your package format using the design principles.
- Complete a symmetrical design for the package surface graphics
- Complete an asymmetrical design for the package surface graphics
- Complete a design of your food package focusing on visual hierarchy of information.
- Create a design using cropping.
- Create a design focusing on contrast.
- Create a design using repetition or pattern.
- Create a design experimenting with the figure and ground spaces (positive & negative) try using counterchange.
When you have completed these designs choose your best design and create your final surface graphics using either Adobe Photoshop or Illustrator.Print your final package designs on the color printer and paste them onto pasteboard. Then construct your 3D package pasting it together to create a prototype of your package and hand in for assessment. A
prototype is an early sample or model built to test a concept or process or to act as a thing to be replicated or learned from. Create a google sketchup model of your package design applying the surface graphics to the side of the package model. Use either jpeg or png files from photoshop and apply them as textures to the side of the package. Make sure you package is created to scale.
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