Package Design Workbook The Art and Science of Successful Packaging

240 Pages·2011·102.081 MB·English

by  Steven DuPuis, John Silva

PACKAGE DESIGN
DuPuIS
STEVEN
SI
JOH N LVA
AND
DESIGN BY BRAUE-DuPuIS
PACI(AGE DESIGN
W O R K B O O K
THE ART AND SCIENCE OF SUCCESSFUL PACKAGING
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© 2008, 2011 by Rockport Publishers, Inc. Digital edition: 978-1-61673-599-9
Paperback edition published in 2011
Softcover edition: 978-1-59253-708-2
Library of Congress Cataloging.in.Publication Data
All rights reserved. No part of this book may be reproduced in any form
DuPuis, Steven.
without written permission of the copyright owners. All images in this book
Package design workbook: the art and science of successful packaging /
have been reproduced with the knowledge and prior consent of the artists
Steven DuPuis, and John Silva.
concerned, and no responsibility is accepted by producer, publisher, or printer
p. cm.
for any infringement of copyright or otherwise, arising from the contents of
ISBN 1·59253·322·1
this publication. Every effort has been made to ensure that credits accurately
1. Packaging--Design.2. Commercial art. I. Silva, John. II. Braue, Kai. III.
comply with information supplied. We apologize for any inaccuracies that may
Title.
have occurred and will resolve inaccurate or missing information in a
NC1002.P33D872008
subsequent reprinting of the book.
741.6--dc22
2008000591
First published in the United States of America by
CIP
Rockport Publishers, a member of
10 9 8 7 6 5 4 3 2 1
Quayside Publishing Group
100 Cummings Center
ISBN-13: 978-1-59253-708-2
Suite 406·L
ISBN·10: 1·59253·708·1
Beverly, Massachusetts 01915-6101
Digital edition published in 2011
Telephone: [phone]
eISBN·13: 978·1·61673·599·9
Fax: [phone]
www.rockpub.com
Design: Braue-DuPuis
Cover Photography: Chris Zsarnay / Z Studios
Art Direction: Kai Braue and Marcel Robbers
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, Printed in China
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Nutrition Facts
Serving Size 1 cup (252g)
Servings Per Container about 2
Total Fat 7g
Saturated Fat 2.5g
Trans Fat Og
Cholesterol 15mg
Sodium 1310mg 54%
Total Carbohydrate 43g 14%
Dietary Fiber 2g 6%
Sugars 9g
Protein 9g
Vitamin A 10% •
Calcium 2% • Iron 10%
a
. Percent Daily Values are based on a
2,000 calorie diet.
5
INTRODUCTION
N
oW more than ever, packaging all, every package is seen by 100 percent tic thinking-can and does make for
has a huge opportunity to prove of a brand's consumers. As a result, unpredictable situations and solutions.
itself as a brand's most valuable the retail experience is in a constant How we manage them, and who is in
consumer touchpoint. For designers, state of evolution as brands and prod charge of the process, can seriously affect
it's a time of newfound awareness of the ucts are continually positioning them the product outcome.
power of design. This attention brings selves in new and innovative ways. In this book, we analyze the steps and
with it responsibilities for each of us to Humans are excited by new ideas processes needed for success-from the
present and represent our talents in and experiences. Whether we are search preparation of strategic briefs through
ways that build and establish permanence ing for a product, surfing the Internet, creative development to prepress and
to design's valued role in business. In or traveling to an unfamiliar country, completion-every step has its purpose
writing this book, John Silva and I set we all enjoy the act of discovery. It is and value. During the creative journey, we
out to create a guide for designers that what drives and motivates change. give examples that provide inspiration as
is also informative to the many other Creativity is an act of discovery and is well as templates for your own triumphs.
professionals involved in the process, found by those individuals who push the Companies assessing package design
providing understanding and value for boundaries within a profession. firms look beyond creative talent; they
all. Packaging requires the expertise As cultures evolve, so does the visual seek designers with a real ability to under
of many disciplines: marketing, stra language that expresses this moment in stand human behavior and target con
tegic planning, research, psychology, time. As designers, we are creators and sumers in a compelling, fresh, and enter
art, industrial design, graphic design, adopters of new aesthetic paradigms, taining way. This book provides the key.
logistics, engineering, production, shaping and molding human informa
manufacturing, distribution, and retail tion. It has been proven in case study after - Steven DuPuis
ing to name just a few. This complexity case study in product categories from
means package design doesrit happen in computers to soda that great design sells.
a vacuum. Many factors influence a final If you look at these success stories closely,
piece, and this book reflects that truth as we do in this book, you'll see that
as we take you on the creative journey to design is always founded on innovative
successful packaging. positioning and solid, consistent brand
With the fragmentation of traditional strategy. This is what we mean by art
advertising, due mainly to the over plus science in packaging: the ability to
whelming number of media delivery take sophisticated research and analysis
options, more companies are looking to and convert it to visually stimulating
a product's package to deliver the brand design. This collaboration of opposites
message to consumers directly. After rational science with emotional, artis-
6 PACKAGE DESIGN WORKBOOK
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PACI(AGING
E V O L U T I O N
Which came first the product or the package?
8 PACKAGE DESIGN WORKBOOK

PACKAGING EVOLUTION
is the Time Capsule
PACKAGING
of Being
OUf
What we consider a package improve and expand on the functionality ing are seen through distinctive delivery
something that holds, protects, of the package while giving the manu systems of convenience and portability.
and stores its contents-occurs facturer an edge over its competition. Packages must keep up with consumers'
naturally, as in the protective covering of Even the term packaging has evolved, changing lifestyles.
a banana, the cocoon of a butterfly, and from package (a container) to packaging (a
More Changes
an oyster, with its hidden treasure. These container that has written communication
all perform the functions of a package. about its specific contents). This trans In today's market, we could broaden
Humankind's creative curiosity has led to formation occurred in the nineteenth our definition of packaging to include
the adoption of many of nature's exam century and segued into the development the packaging of entire brands, not just
ples. In 100 B.C., the Chinese used sheets of brands. Branding has grown to become specific products. Leading companies
of treated mulberry bark to wrap food. the most important marketing tool, with such as Target, Nike, Whole Foods, and
Containers made from clay, shells, animal packaging as its most ardent companion. Starbucks are brands whose packaging
skins, and leaves functioned as they The evolution of packaging has played extends to the entire retail experience.
did in nature. As societies and cultures an important role in the advancement For them, the idea of packaging goes
grew, communication and clarity became of humankind. Today many of us take beyond the container to the total pack
important; therefore, icons and words for granted how products are brought to age of the store. This is a real brand
began to grace the surface of containers. the shelf and how they are manufactured experience. And it is the packaging of
and packaged to protect against dam this brand experience that allows us
Changing Role
age or spoilage. We now live in a society to become enchanted and entertained.
Evolving over time from basic utility to that looks beyond the functional aspects Consumers connect on a whole new level
marketing vehicle, the simple package of packaging to how it makes one feel, with the complete concept of packaging.
has become complex. It still functions, look, and speak. Image has become
of course, but now it's made from a host the driving force behind packaging and
of high-tech materials and has taken on branding. From utilitarian function to
unconventional forms and shapes. It emotional billboard, the package now
features delivery systems such as pull serves two masters: It hosts the brand,
tops, self-cooling devices, biodegradable and it entices the potential buyer through
inks, and date codes that change color inviting graphics and entertaining visu
when expired. All of these innovations als. The functional qualities of packag-
10 PACKAGE DESIGN WORKBOOK