Chapter 10 Packaging Design and Audio Packaging / CD Covers

Objectives (1 of 3) Understand the purpose of packaging design. Realize there are form and function requirements. Be conscious of sustainable design issues. View packaging as part of a larger brand identity design. Understand how packaging design is a collaborative effort. Grasp the power of effective packaging design to influence the consumer.

Objectives (2 of 3) Learn that packaging must enclose, inform, and persuade. Study the different types of packaging. Be aware of how a consumer views most packaging in a store setting or on screen. Design packaging. Appreciate the special role of audio packaging to the listener/viewer.

Objectives (3 of 3) Consider integration of type and visuals to communicate a CD’s feel. Design a CD cover. Recognize a shopping bag as a functional object, identity design, and a promotional design. Design a shopping bag.

Definition of Packaging A graphic design application intended to function as packaging and to attract a consumer and present information An amalgam of two- and three-dimensional design, promotional design, information design, and practicality Packaging Design firm: Landor Associates Branding Consultants and Designers Worldwide

Marketing Factors (1 of 2) Most often, packaging is one part of a large, integrated marketing strategy and media planning, featuring a variety of applications and marketing initiatives, including promotions, new product launches, merchandising, and advertising. Packaging Design firm: Landor Associates Branding Consultants and Designers Worldwide

Marketing Factors (2 of 2) Most packaging is displayed on shelves where we see the cumulative effect of several packages lined up next to one another. Packaging Design firm: Landor Associates Branding Consultants and Designers Worldwide

Technical Knowledge (1 of 2) Packaging designers must be knowledgeable about a range of construction and technical factors. Familiarity with and knowledge of materials and their qualities, such as: Glass Plastic Paperboard Paper Metal

Technical Knowledge (2 of 2) Familiarity with: Manufacturing Safety Display Recycling Regulatory management Quality standards Printing

Collaboration Packaging designers must work collaboratively with others, including chemical, mechanical, and packaging engineers. Designers also may work with a group, working to develop the basic shape of the package, the materials, and structure. Packaging Design firm: DMA

Factor in Consumer Decisions Many designer experts believe that packaging is the make-or-break decision for a consumer reaching for a brand on the shelf. Packaging Design firm: Hornall Anderson Design Works

Audio Packaging — CDs Looking at a CD cover becomes part of the listening experience. Also, audio packaging can draw in a new listener. Packaging Design firm: Segura Inc.

Materials, Engineering, and the Design Concept (1 of 2) Special manufacturing techniques can help render an imaginative concept a reality. Audio packaging Design firm: Sagmeister Inc.

Materials, Engineering, and the Design Concept (2 of 2) Audio packaging Design firm: Sagmeister Inc.

Uniqueness Just because a CD is a small hand-held format doesn’t preclude creating imaginative solutions. Audio packaging Design firm: Sagmeister Inc.

Shopping Bags Aside from being attractive, a shopping bag must function — it must hold things. A shopping bag – usually part of a larger branding program –functions, identifies, and promotes. Packaging Design firm: slower [AND]

Shopping Bag as Promotional A shopping bag can be part of a promotional campaign to launch the product or even be the only promotional for a brand or group. Packaging Design firm: Designframe Incorporated

Summary (1 of 3) Packaging design is a graphic design application intended to function as packaging as well as to attract a consumer and present information. It is an amalgam of two- and three-dimensional design, promotional design, information design, and practicality. Most packaging is displayed on shelves where we see the cumulative effect of several packages lined up next to one another. Packaging designers must be knowledgeable about a range of construction and technical factors.

Summary (2 of 3) Most often, packaging is one part of a large, integrated marketing strategy and media planning. Many designer experts believe that packaging is the make-or-break decision for a consumer reaching for a brand on the shelf. Looking at a CD cover becomes part of the listening experience. Also, audio packaging can draw in a new listener.

Summary (3 of 3) Special manufacturing techniques can help render an imaginative concept a reality in CD packaging. Aside from being attractive, a shopping bag must function — it must hold things. A shopping bag is usually part of a larger branding program – it functions, identifies, and promotes.