PACKAGE DESIGN (Intro to GD, wk 12)

I N T R O T O PA C K A G I N G D E S I G N

D O U B L E F U N C T I O N

D O U B L E F U N C T I O N

1. Pract ical/physical

D O U B L E F U N C T I O N

1. Pract ical/physical

2. Psychological

P R A C T I C A L / P H Y S I C A L

P R A C T I C A L / P H Y S I C A L

Storage and protect ion of goods

P R A C T I C A L / P H Y S I C A L

Storage and protect ion of goods

Shipping

P R A C T I C A L / P H Y S I C A L

Storage and protect ion of goods

Shipping

Display

P R A C T I C A L / P H Y S I C A L

Storage and protect ion of goods

Shipping

Display

Present textual information

P R A C T I C A L / P H Y S I C A L

Storage and protect ion of goods

Shipping

Display

Present textual information

Del iver y

P S Y C H O L O G I C A L

P S Y C H O L O G I C A L

Branding/Ident i ty

P S Y C H O L O G I C A L

Branding/Ident i ty

Consumer desire

Brand ≠ Products

Marketing groups often talk about managing their brands, but what they usually mean is managing their products.

To manage a brand is to manage something much less tangible—an aura, and invisible layer of meaning that

surrounds the product.

WHY DO YOU BUY ONE PRODUCT OVER ANOTHER?

WHY DO YOU BUY ONE PRODUCT OVER ANOTHER?

experience

WHY DO YOU BUY ONE PRODUCT OVER ANOTHER?

experience

brand promise

WHY DO YOU BUY ONE PRODUCT OVER ANOTHER?

experience

brand promise

brand loyal ty

WHY DO YOU BUY ONE PRODUCT OVER ANOTHER?

experience

brand promise

brand loyal ty

packaging

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

shape of the package

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

shape of the package

the “f i t” in the hand

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

shape of the package

the “f i t” in the hand

the texture

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

shape of the package

the “f i t” in the hand

the texture

the f inish

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

shape of the package

the “f i t” in the hand

the texture

the f inish

the perceived weight

PACKAGING IS NOT JUST VISUAL — WHAT MAKES AN ATTRACTIVE PACKAGE?

shape of the package

the “f i t” in the hand

the texture

the f inish

the perceived weight

the graphics

“LUXURY”

“LUXURY”Limited color palette (jet black bottle, creamy white label and rich red seal).

“LUXURY”Limited color palette (jet black bottle, creamy white label and rich red seal).Texture (glossy bottle, uncoated paper label and deeply embossed real wax seal).

“LUXURY”Limited color palette (jet black bottle, creamy white label and rich red seal).Texture (glossy bottle, uncoated paper label and deeply embossed real wax seal).Less is more (the only clues about 'who' and  'when' are the logo in the seal and the artful '2005' on the label).

C A S E S T U D Y: TA R G E T

T h e p r o b l e m :

Inconsis tent label ingT h e p r o b l e m :

Inconsis tent label ing

Branding t rumps al l

T h e p r o b l e m :

Inconsis tent label ing

Branding t rumps al l

Confusing numbers

T h e p r o b l e m :

Inconsis tent label ing

Branding t rumps al l

Confusing numbers

Poor color combinat ions.

T h e p r o b l e m :

Inconsis tent label ing

Branding t rumps al l

Confusing numbers

Poor color combinat ions.

Cur ved shape is hard to read.

T h e p r o b l e m :

Inconsis tent label ing

Branding t rumps al l

Confusing numbers

Poor color combinat ions.

Cur ved shape is hard to read.

Tiny type

T h e p r o b l e m :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

1. Easy I.D.The name of the drug is printed on the top of the bottle, so it’s visible if kept in a drawer.

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

1. Easy I.D.The name of the drug is printed on the top of the bottle, so it’s visible if kept in a drawer.

2. Code redThe red color of the bottle if Target’s signature, and a universal symbol for caution.

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

1. Easy I.D.The name of the drug is printed on the top of the bottle, so it’s visible if kept in a drawer.

2. Code redThe red color of the bottle if Target’s signature, and a universal symbol for caution.

3. Information hierarchyAdler divided the label into primary and secondary positions, separated by a horizontal line. The most important information (drug name, dosage, intake instructions) is placed above the line, and less important data (quantity, expiration date, doctor’s name) is positioned below.

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

4. Upside-down to save paperKlaus Rosburg, a Brooklyn-based industrial designer hired by Target, came up with an upside-down version that stands on its cap, so that the label can be wrapped around the top. Every piece of paper in the package adds up to one eight-and-a-half-by-fourteen-inch perforated sheet, which eliminates waste and makes life easier for pharmacists.

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

4. Upside-down to save paperKlaus Rosburg, a Brooklyn-based industrial designer hired by Target, came up with an upside-down version that stands on its cap, so that the label can be wrapped around the top. Every piece of paper in the package adds up to one eight-and-a-half-by-fourteen-inch perforated sheet, which eliminates waste and makes life easier for pharmacists.

5. Green is for grandmaAdler and Rosburg developed a system of six colored rubber rings that attach to the neck of the bottle. Family members choose their own identifying shade, so medications in a shared bathroom will never get mixed up.

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

6. An info card that is hard to loseA card with more detailed information on a drug (common uses, side effects) is now tucked behind the label. A separate, expanded patient-education sheet, designed by Adler, comes with three holes so it can be saved in a binder for reference.

T h e s o l u t i o n :

Designed as a thesis project by 29 year old School of Visuals Arts (NYC) grad, the new pill bottle design features:

6. An info card that is hard to loseA card with more detailed information on a drug (common uses, side effects) is now tucked behind the label. A separate, expanded patient-education sheet, designed by Adler, comes with three holes so it can be saved in a binder for reference.

7. Clear warningsAdler decided that many of the existing warning symbols stuck on pill bottles don’t make much sense—the sign for “take on an empty stomach,” for instance, looked like a gas tank to her—so together with graphic designer Milton Glaser, for whom she now works, she revamped the 25 most important.

T h e s o l u t i o n :

C R I T E R I A F O R A S U C C E S S F U L L O G O

PA C K A G E D E S I G N

Visibility

Application

Distinctiveness

Simplicity/Universality

Retention

Color

Descriptiveness

Timelessness

Modularity

Equity