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I am in need of help with a discussion that involves thoughts within that distribution environment upon design of a package. I have attached the question and the reading that covers the assignment. If you have any questions or concerns please let me know.
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This week’s reading discusses transport packaging. Discuss the major considerations about the
distribution environment that must be understood before deciding upon the structural design of the
package.
Response must be minimum 250 words
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DESIGN FUNDAMENTALS
Basic Design Principles
Knowledge of the fundamental principles of two-dimensional design is an essential
component to any visual problem-solving assignment. Basic design principles, as they
relate to the use of design elements such as line, shape, color, and texture, provide
guidelines that shape visual communication and the ability to maneuver through the
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
packaging design process.
Two-dimensional design begins with an understanding of a layout, which is the
purposeful arrangement of design elements to form the visual communication. The
key objective of a layout is to create a visual organization that is satisfying, stimulating,
thought-provoking, and pleasing to the eye. Some layouts follow a grid (a framework
that provides a fixed system for the layout), while others are guided by analyzing
the design elements and how they function in their respective positions. The first
step toward this goal is to understand design principles, how design elements are
affected by their relationship to one another, and how this impacts the overall visual
communication.
There are varying concepts relating to the basic principles of design. They can be
specific as they relate to a distinct discipline or can be general as they refer to
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Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design : Successful product branding from concept to shelf. John Wiley & Sons, Incorporated.
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D E S I G N F U N D A M E N TA L S
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compositional guidelines. The principles defined here can significantly enhance the
understanding of what makes one packaging design layout work while another seems
unresolved.
■ Balance
Balance is the convergence of elements or parts to create a design that makes the
appearance of a “whole.” Visual balance can be created by symmetry or asymmetry.
■ Contrast
Contrast is created when elements are placed in a way that emphasizes their
differences. Contrast can be in the form of weight, size, scale, color, value, or the
positive and negative dynamics of space.
■ Tension
Tension is the balance of opposing elements. A layout that utilizes the principle
of tension can stimulate visual interest by giving one element greater stress or
emphasis.
■ Positive and Negative
Positive and negative refers to the opposing relationship of design elements in
a composition. The object or element constitutes the positive, and the space or
environment in which the element exists is the negative.
■ Value
Value is created by lightness or darkness of color. Applying the principle of value is
a useful way to control the viewer’s attention through contrasts of light and dark.
■ Weight
Weight refers to the size, shape, and color of a visual in relation to other elements.
■ Position
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
Position is the placement of elements in relation to one another within the visual
format. Position creates a focal point that in turn guides the viewer’s eye.
■ Alignment
Alignment is the arrangement of visual elements in logical groupings that are
comfortable to human perception and visually support the flow of information.
■ Hierarchy
Hierarchy is created by the organization of visual elements in steps or ranks by
their order of importance. The level of dominance given to elements can be visually
communicated by size, weight, value, position, alignment, and scale.
■ Texture
A two-dimensional composition can communicate texture through the use of design
styles. Texture can give a composition depth or can simulate physical qualities such
as smooth, coarse, or grainy.
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Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
Illustrations of basic design principles
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Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design : Successful product branding from concept to shelf. John Wiley & Sons, Incorporated.
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D E S I G N F U N D A M E N TA L S
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Packaging Design Principles
In packaging design the basic design principles are customized to meet the objectives
of each design assignment. These guidelines help to define how color, typography,
structure, and imagery are applied within a design layout to create the right sense of
balance, tension, proportion, and appeal. This is what makes the design elements form
the communicative attributes of the packaging design.
There are numerous variables that affect how and why packaging design attracts
consumers. Consumer researchers spend countless hours analyzing these variables.
From a purely design perspective (removing other marketing variables such as price,
location, and brand loyalty) there are significant elements that best capture consumer
attention and break through the visual clutter of the retail environment.
Top Four Attention Grabbers:
■ Color
■ Physical Structure or Shape
■ Symbols and Numbers
■ Typography
The attraction of design elements is based on:
Basic principles of design + clear marketing objectives + effective use of top four
attention grabbers = well-designed consumer packaging design
Packaging design that serves the intended target market should be:
■ Culturally appropriate
■ Linguistically accurate
■ Visually logical
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
■ Competitively designed
The Primary Display Panel
No matter what the structure of the packaging design is or what material it is made
from (a bottle, jar, cylinder, tube, bag, pouch, or box), there is an area reserved for the
brand identity and the primary communication elements. This area, called the principle
or Primary Display Panel (PDP), is considered the front of the packaging design. The
size and shape of the PDP constitutes the display area for the most important visual
aspect of the packaging design: the visual communication of the marketing and brand
strategy. The PDP holds a significant share of the responsibility in selling the packaging
design in the crowded retail environment.
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Tahitian Noni
TePoema
Client: Tahitian Noni
Design Firm:
Hornall Anderson
Design Works
Designers:
Jack Anderson,
Lisa Cerveny,
James Tee,
Tiffany Place,
Leo Raymundo,
Jana Nishi,
Elmer dela Cruz,
Bruce BransonMeyer
Hierarchy is
the emphasis
or dominance
of elements or
typography to
show order of
communication.
When hierarchy
is correct, the
eye follows the
design through a
comfortable logical
sequence.
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
Kashi TLC Crackers
Client:
Kashi Company
Design Firm:
Addis Design
Creative Director/
Designer:
Joanne Hom
The personality of this
well-designed, playful
PDP effectively
captures attention
and communicates
the product’s
benefits.
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Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design : Successful product branding from concept to shelf. John Wiley & Sons, Incorporated.
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D E S I G N F U N D A M E N TA L S
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Venus
Client:
The Gillette
Company
Design Firm:
Wallace Church
Creative Director:
Stan Church
Designers:
John Bruno,
Lawrence Haggerty
(logo), Paula Bunny
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
A well-designed
PDP may be a
simple, clean
design that clearly
communicates
the product’s
personality.
Required elements generally include:
■ Brand Mark
■ Brand Name
■ Product Name
■ Ingredient Copy
■ Net Weight
■ Nutritional Information
■ Expirations, Hazards, Directions, Dosage, Instructions
■ Variety
■ Bar Code
Elements dictated by design include:
■ Colors
■ Imagery
■ Characters
■ Illustrations
■ Graphic Devices
■ Photographs (noninformational)
■ Symbols (noninformational)
■ Icons
■ Visual Hierarchy
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Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design : Successful product branding from concept to shelf. John Wiley & Sons, Incorporated.
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Understanding the order of importance of primary and secondary design elements
helps to determine their distribution on the packaging design. Generally speaking,
the primary elements can consist of the ones that are required by the marketer, by
a regulatory authority, or by an assessment of the most important communication
elements. Secondary elements comprise all supplementary design elements, such
as product descriptors or romance copy. The size, position, and relationship of the
elements are determined by basic layout and design principles, and a hierarchical
system is used in overall strategy of the packaging design. The hierarchy of information
is successful when the design is easy to read, meaning the eyes move around the
design reading what is most important first and following around in a logical sequence.
Hierarchy and clear communication:
■ Elements are organized by importance.
■ Information can be clearly understood.
■ Variety, assortment, and product differences are easy to distinguish.
The Well-Designed PDP
■ Communicates the marketing/brand strategy effectively
■ Illustrates product information clearly
■ Emphasizes information by hierarchy and is uncluttered and easy to read
■ Suggests the function, usage, and purpose visually
■ Describes the usage and directions effectively
■ Differentiates the product from the competition
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
■ Distinguishes the product on the shelf and in relation to other varieties
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Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design : Successful product branding from concept to shelf. John Wiley & Sons, Incorporated.
Created from apus on 2024-01-08 20:13:15.
04_Funda.indd 85
7/13/06 4:37:44 PM
Copyright © 2006. John Wiley & Sons, Incorporated. All rights reserved.
Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design : Successful product branding from concept to shelf. John Wiley & Sons, Incorporated.
Created from apus on 2024-01-08 20:13:15.
04_Funda.indd 86
7/13/06 4:37:44 PM
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