Our next design theory class project is to create a package design. The objective of the assignment is to take a constructivist approach to the design, with an emphasis on the message aspect of the package.
Russian
constructivist designers are known for a particular style unique to
their time and place in the early development of socialist Russia.
However, their biggest influence on design was their rejection of what
they considered the “selfish” side of art with an emphasis on personal
expression. It was a creative approach which was more “constructive,” using expression in service of solving a problem, often with a particular emphasis on society and the social good.
They called
themselves “social engineers” (designers) rather than “artists.” Much of
their “propagandist art” or design included advertisements and
packaging for products created by the state of Russia for the benefit of
their citizens. This constructivist approach took other stylist forms
in Holland with the De Styl movement, as well as Bauhaus advertising, product and book design in Germany at the same time.
A key component of a constructivist approach to a design problem is the use of a methodology or a planned approach to designing a solution to a problem.
With
this project, YOU will take the initiative to determine the design
methodology you will take to successfully create a functional and
meaningful package design.
You may want to use the standard five-part design methodology of:
• Establish Design Parameters
• Gather Information and Research
• Concept Development
• Design Iterations
- Roughs & Critique
- Comp & Critique
- Final Critique (Test) & Design
• Implementation & Dissemination
Packaging is a complex visual communication message as well as a physical object. Packaging not only presents the product, but organizes it, protects it, and prepares it to be transported from store to home. Product packages are branding devices and advertisements. They compete one-on-one with competing products while on display. They are sources of information on the features and benefits of the product, and may also contain important information on contents, use, and safety of the product. In short, packages are a variety of messages all wrapped-up into one physical object, directed towards a particular audience, that must meet a demanding set of communication objectives.
The first step is to determine what product you will package. Choose a product that you would find at a Smiths Food store. Also choose a package that you can design a second variant of, and/or a point-of-sale display for. You will need to write a preliminary project brief which will also include a
preliminary project budget (based upon the anticipated time you will spent on the
project billed at $30/hour) as well as a project schedule with the final design
critique on Tuesday, April 2nd and the final design due on Tuesday, April 4th.
An outline of your proposed product to package, complete with a creative brief is due on your blog the beginning of class, Tuesday, March 19th.
The second step is to then research the product,
determine more specifically the package's end-user and market, its competitors, as well
as the physical requirements of the package. You will also need to
establish the product’s features and benefits and write a content
outline for the package text.
We will be doing much of this research at the local Smiths Food store on Harrison during class on Tuesday, March 19th. Please be prepared that class period with a camera, a note pad and any other equipment and/or materials you will need. You may also want to purchase a similar product or two for content reference and packaging specifications.
A report on your specific findings will be due on your blog, along with a final creative brief and budget is due on your blog the beginning of class, Thursday, March 21st.
The third step is to begin to envision possible design concepts through a series of quick sketches. Using your research as a basis, and your content outline as a guide, write the finished text for the document. You will also want to illustrate, photograph, or collect images you need for your package message. Along with a physical mock-up of the package mock-up, a 3D rendering and/or an image mock-up of the point-of-sale, as well as an mocked-up image
of the package in an application setting is also part of this project.
An in-depth class critique of your package design will take place on Tuesday, April 2nd and Thursday, April 4th.
The final polished presentation of the design and a mock-up(s), physical or digital, to display in hallway, due the beginning of class, Tuesday, April 9th.
