Packaging Design When it comes to purchasing a product, the packaging it comes in is a vital tool for communicating a brand's identity. Whether the point.

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Presentation transcript:

Packaging Design When it comes to purchasing a product, the packaging it comes in is a vital tool for communicating a brand's identity. Whether the point of sale is in the traditional marketplace or on the internet, packaging and brand design play a key role in the marketing mix. The packaging of a music CD is expected to persuade consumers of the desirability of the music recorded, and to purchase it. What is printed on the CD and its packaging must communicate a variety of information.

The Product- What is the product? What is it’s purpose/used for? Who would purchase it? Why would you purchase it? Where would it be sold? How will you attract a buyer?

CDs can be packaged in any of a wide variety of containers, but most popular by far is the "crystal box." Because every crystal box can contain a sheet of paper for the front of the case, and another for the back, and each of these must be a certain size and shape. A Target Market is the group of individuals that the product is intended to serve. Consider these: Age Ethnic background Family structure Gender Average income Interest Health/fitness Education Geographic location

Three-Dimensional Packages Packaging designers need the ability to develop marketable ideas and translate design concepts into three-dimensional packages of all shapes and sizes. They must also be in tune with today's market and knowledgeable about competitive strategies to communicate the essence of a consumer brand, product, or service over a wide variety of mediums. CDs can be packaged in any of a wide variety of containers, but most popular by far is the "crystal box." Because every crystal box can contain a sheet of paper for the front of the case, and another for the back, and each of these must be a certain size and shape.

The Design: Packaging designers must consider Form, Function, Structure, Ergonomics, Typography, and Imagery when dressing a product. From computer design and package construction to brand development and environmental concerns, students are immersed in the process of designing packages for categories such as food and beverage, health care, home furnishings, technology, and trade.

Research Your Product Understand the trends and patterns of specific product types. Where sold Shapes and structures of existing packaging Colors Brands Culture of purchasers Sales displays

Package Rubric Market Clarity -Clear Intent to Market to aspecific group Craftsmanship-All cutting, gluing,tabbing and such should be neat and well done. Graphics should be clear Label Info.- Name of Product, and company Concept-Unique Idea for marketing,(gimmick) or packaging or both.

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