Really Good Packaging Explained: Top Design Professionals Critique 300 Package Designs and Explain What Makes Them Work

273 Pages·2009·101.81 MB·English

by  Rob Wallace

.~
REALLY GOOD PACKAGING
explained
© 2009, 2011 Crescent Hill Books, LLC.
All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners.
All images in this book have been reproduced with the knowledge and prior consent of the artist concerned, and no responsibility
is accepted by producer, publisher, or printer for any infringement of copyright or otherwise, arising from the contents of this
publication. Every effort has been made to ensure that credits accurately comply with information supplied. We apologize for any
inaccuracies that may have occurred and will resolve inaccurate or missing information in a subsequent reprinting of the book.
First published in the United State of America by
Rockport Publishers, a member of
Quayside Publishing Group
100 Cummings Center, Suite 406-L
Beverly, MA 01915
Telephone: [9781 282-9590
Fax [9781283-2742
wwwrockpub.com
Digital edition: 978-1-61060-184-9
Softcover edition: 978-1-59253-545-3
ISBN-13 978-1-59253-545-3
ISBN-10 1-59253-545-3
10987654321
Design: HVANDERSON DESIGN, Louisville, KY.
Produced by Crescent Hill Books, Louisville, KY
www.crescenthillbooks.com
Printed in China
REALLY GOOD PACKAGING
explained
..
." ~
m
<
.m, C 0
'"
r
-< Top Design Professionals Critique 300 Designs (')
r
..
II:
.. -
~ ~
& Explain What Makes Them Work
"'-"
~
(')
.. %
% 0
C m
.,
.'.."... ~
....
.. -t
Bronwen Edwards
Marianne Klimchuk
Rob Wallace
Sharon Werner

6 The Authors
Bronwen Edwards
Marianne Klimchuk
Rob Wallace
Sharon Werner
Chapter One
30
Food
92 Chapter Two
Beverages
Chapter Three
14
0
Home & Garden
Chapter Four
168
Health & Beauty
Chapter Five
200
General Retail
Bonus Chapter
238
Not-as-Good Packaging Explained
254 Just for Fun
Author Favorites
27 Index
0

THE AUTHORS
Design or Decoration?
What makes great packaging design? This is a tough brief. What
pearls of fresh wisdom can I impart here on a topic that has
been the subject of endless debate? No doubt you have read and
absorbed a vast number of opinions on the matter throughout your
careers, and no doubt you have views and opinions of your own.
This book however, contains examples to aspire to and lessons to
learn from.
The issue here-as with all creative industries-is that what
makes great design is subjective. There are no definites, no secure
ground; all work is subject to the personal opinions of a vast,
differing audience. There is much debate to be had, but no firm
proof, which means that people can believe pretty much what
they want to believe. Because of this, some great designs never
see the light of day, victims of a client for whom a safe decision is
preferable to a brave one.
Some people confuse design with decoration. Sadly, there is a
lot of decoration around in packaging. Decoration tends to be the
most conservative of the design outputs, mainly because of client
Great design has an demands. Great design has an extra element: an idea behind it.
Injecting a truly original, relevant idea into a design transcends
extra element: an idea subjectivity. It incites a striking engagement that is instant,
indisputable, and appeals to clients' instincts rather than their
behind it. Injecting a tick-lists.
truly original, relevant Good design not only captivates an audience's attention, it makes
them linger. Great design means that the audience will connect
idea into a design
with the brand, want to engage with and then remember that
package later on. This is often achieved by having a great idea at
transcends subjectivity.
the start-and at the heart-of whatever you do.
Ideas can come from any direction: They can be softly witty,
intellectually playful, or something that breaks all boundaries yet
is still sharply relevant. The best ideas are easily spotted-when
they're someone else's-by that horrible feeling in your stomach
when you think, I wish I'd done that. I had a fantastic tutor during
my degree who drummed into me the importance of ideas over
simply style-led designs-a design must speak for itself. Outside
the studio, nobody is going to be there to explain to the consumer
the intricacies and deeper meaning of subtle color reference. The
best work needs no explanation, so if you're ever in doubt, ask
someone who hasn't seen it before if they "get it. .. If you need to
talk them through it or convince them of its worth, go back to the
drawing board: Your wider audience will be the same. Styles and
trends will come and go, but a good idea, beautifully executed, will
last forever.
7
REALLY GOOD PACKAGING EXPLAINED
with Bronwen Edwards
8
THE AUTHORS
My favorite package designs inside this book are ...
Gu [page 76) and Honey Pot [page 73). Both have
really innovative structures and graphics.
You know a package design is really good when ...
Irs iconic, redefines a category, or you buy it just to
have it, not to consume it.
The best thing a client ever said to me was ...
··You·re the expert; I trust you .. ·
And the worst ...
··Sorry, my wife doesn·t like it."
For creative inspiration, I...
usually turn to other creative disciplines, such
as illustration or advertising-they can spark off
interesting thoughts-or stroll through central
London, which is always full of vibrancy and
creativity. Failing that, I sit in the bath and hope!
The smartest thing I ever heard anyone say about
package design is ...
··You have to see it to do it.··
The best career advice I ever received was ...
··Styles come and go; ideas live forever"·
Most designers probably don't know that...
There·s more to life than packaging!
9