Design for Packaging

COURSE DESCRIPTION
This course introduces the tools necessary for conceptualizing and developing comprehensive packaging projects. Packaging is one of the most relevant branches of contemporary design not only for practical reasons, since almost all products going to the market require a package that protect them and preserve their quality, but also from a conceptual point of view, since it is the complex crossroads of highly demanding technical requirements and exciting opportunities for communicating the values of the products and their brands to the public.

In this course students will learn to communicate —both formally and graphically— the attributes of a product and the placement of a brand. The goal is to understand the factors affecting production and selection of a package for a specific product, its possibilities and materials.

MODULES
– Market Research

– Design an observation strategy

– Comprehension of a trademark & user needs

– Definition of the Product structure & needs

– Learn, use & develop Design innovation techniques

– Results analysis & interpretation

– Identify opportunities

– Define a packaging design briefing content

– Design proposals

– Transform ‘needs’ into a shape/design proposal

– Create a mock-up

LEARNING OBJECTIVES/OUTCOMES
The course aims to provide students with the tools and knowledge to complete a packaging design process. At the completion of the course, students will be able to:

– Develop any packaging design process successfully.

– Demonstrate an understanding of the packaging market, as well as client and user needs.

– Demonstrate an ability to analyze trade mark values and to communicate them by means of formal and attractive proposals.

REQUIREMENTS
Research & Analysis essays, Project (definition & development), Final presentation. At the end of the course students will make a public presentation of their Project Proposal using posters, mock ups and a document explaining the design process including references.

TEACHING METHOD
The course will be a combination of lecture, guided market analysis, teamwork, and hands-on application.

GRADING
10% attendance to class

20% commitment and participation in class discussion

30% design process

40% design outcomes

Students will have to complete all the parts included in the grade weights and earn at least a 5/10 in each part.

BIBLIOGRAPHY
– STEWART, Bill: Packaging design. London: Laurence King, 2007.

– STEWART, Bill: Packaging design strategy. Surrey: Pira International, 2004.

– MORGAN, Conway Lloyd: Design for packaging. New York: Watson-Guptill Publications, 1997.

– SONSINO, Steven: Packaging design: graphics, materials, technology. London: Thames and Hudson, 1990.

– SATAFFORD, Cliff: The Best in Specialist Packaging Design. Geneva: Rotovision, 1993.