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Chapter 10 Packaging Design and Audio Packaging / CD Covers

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.

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Chapter 10 Packaging Design and Audio Packaging / CD Covers

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  1. Chapter 10Packaging Design and Audio Packaging / CD Covers

  2. 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.

  3. 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.

  4. 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.

  5. 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 PackagingDesign firm: Landor Associates Branding Consultants and Designers Worldwide

  6. 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. PackagingDesign firm: Landor Associates Branding Consultants and Designers Worldwide

  7. 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. PackagingDesign firm: Landor Associates Branding Consultants and Designers Worldwide

  8. 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

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

  10. 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. PackagingDesign firm: DMA

  11. 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. PackagingDesign firm: Hornall Anderson Design Works

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

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

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

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

  16. 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. PackagingDesign firm: slower [AND]

  17. 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. PackagingDesign firm: Designframe Incorporated

  18. 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.

  19. 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.

  20. 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.

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