Fail Safe Approach toPackage Design

A detailed, step-by-step system, from beginning to finished product

Guaranteed to produce more effective packaging!

Dale Casto, President; Wright Design, Inc. 978-635-9997 dcasto@wrightds.com www.wrightds.com

The Packaging Design Process…Purpose

• Establish a step-by-step procedure

• Define client and designer responsibilities

Packaging Design: Client Preparation – Step 1

• Gather information and materials

• Get proposals from design firms

P h a se 1 : Co m m u n i c a t i o n s S t r a t e g yP h a se 2 : Co m m u n i c a t i o n s F i n a l i z a t i o nP h a se 3 : Co n c e pt D e v e l o pm e n tP h a se 4 : D e s i g n R e v i s i o n sP h a se 5 : F i n a l Me c h a n i c a l A r t

Packaging Design: Communications Strategy – Step 2

Develop Communications Strategy, including:

1. Brand Positioning

2. Communication Hierarchy

3. Mandatory ElementsB r a n d P o s i t i o n i n g F o r m u l a : I S I T…. ?

Packaging Design: Brand Identity/Logo – Step 3

• Designer develops multiple on-strategy options

• Client selects one, suggests changes (if any)

• Designer makes revisions; Client approves

• Designer prepares art files for multiple uses

Packaging Design: Designing the Package – Step 4

Copywriting• Design firm writes text and Client edits

Concept Development• Designer develops multiple on-strategy graphic options• Client selects one; suggests changes (if any)• Designer makes revisions; Client approves

Tasks after Design Completion• Client secures legal approvals• Designer selects photographer/supervises photography• Client secures UPC barcode• Client and Designer review printers/select a printer• Designer prepares art files to printer’s specifications

Designing the Packaging: Proofing & Printing

• Printer creates separations and plates

• Printer submits PDF for initial approval from Client and Designer

• Printer submits printed proof for final approval

• Printer schedules press run

Designing the Packaging: Case/Tray Design

• Designer creates case and/or tray design

• Client approves, designer sends files to printer

Entire packaging design process – takes 12-18 weeks

T h an k

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Contact Information

Many steps in this process are too complex to describe here…but if you’d like more information or explanations, please feel free to contact me:

Dale Casto

dcasto@wrightds.com

978 635 9997