EMILY FRINK
PROCESS PACKAGING
PROJECT ONE Step 1
What is Packaging?
Step 2
Research: The Good
Step 3
Research: The Bad, The Ugly
Step 4
Creating a Persona
Step 5
Semantics Deferential Scale
Step 6
Creative Brief
Step 7
Concept Sketching
Step 8
Develop Packaging & Sides
Step 9
Die-line
Step 10
“Client” Presentation
Step 11
3D Composition
Step 12
Consumer Feedback
Step 13
Stewart & Associates Reflection
PROJECT TWO Step 1
Trip to Stewart & Associates
Step 2
Research
Step 3
Out of My Comfort File
Step 4
Creating My Design
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Refinement Step 5
The Final
Step 6
Reflection
Step 7
Critique at Stewart & Associates
PROJECT THREE
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Step 1
The Assignment
Step 2
Visual Inventory: What’s Out There Visual Inventory: Mood Board Visual Inventory: Art Library Trip
Step 3
Concept Sketches: Pen & Paper Concept Sketches: Going Digital
Step 4
Initial Layouts Initial Layouts: Refinements Initial Layouts: Round 2
Step 5
Finalization
Step 6
3D Composition
ONE
PACKAGING A HOUSEWARE OR HARDWARE PRODUCT Pick a consumer household or hardware product, and (re)design either a sleeve or a hanger package for in-store on-shelf display. Packaging should hold and display the product creatively and have a low environmental impact. Parameters: - Sleeve or hanger packaging - Low environmental impact
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What is packaging? Packaging is the thinking and of a cover for a product that is pleasing to the eye, catches the consumers eye, and also depicts what the product is. Packaging should be both efficient in the way it is designed and used but also communicates the right idea.
What does a package need to do?
Considerations that go into packaging?
Communicate brand, protect product, well designed, useful, works for shipment, eye catching, eco-friendly if need be, communicate what the product is or what you are getting in that packaging and denotative.
How will it be used, manufacturing price, brand, budget, market for product, persona/target audience, what first impression should be or want it to be, user friendly and shelf presence.
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Research: The Good Tasked to research a product from the hardware/houseware industry that is a good example of packaging that is environmentally friendly and one that is a bad example.
When I was researching package design for houseware/hardware products I looked into sustainability or how/what these product’s packaging was made of so that it was low impact and healthy for the earth. I learned that a lot of these products were made from plastic, thicker plastic, at that. Which is not environmentally friendly unless that plastic can be recycled or had been made from recycled plastic which was not the case for many of these products. What I did learn was that the best environmentally friendly material was corrugated cardboard. It is both low impact and durable and suitable for containing and protecting these kinds (and most) products. Above is a drill that is packaged in cardboard and had the handle feature I think works. The picture below is a tool set with packaging made from heavy plastic... The only redeeming quality would be the second life package as a storage for those tools.
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Research: The Bad, The Ugly Tasked to research a product from the hardware/houseware industry that is a good example of packaging and one that is a bad example.
What I observed from researching houseware/hardware products was that most of these products are designed with the mindset of men taken into account. Usefulness wasn’t taking into account at all. The picture, on the top, was designed with shelf use in mind. Hung up on a board would require the store to spend extra time placing this brand in store. I have not spent a lot of time in home depot but I do not think they would like this package design. It makes sense for display in store and makes carrying it out of store easier for customers. The picture below I thought were products that were packaged poorly. The case the tool comes in has a handle for easy carrying use so why shouldn’t the box have the same.
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Creating a Persona In a small group, we were given the perimeters of white, 45-55 years old, widowed, male to create a Persona around. Sam was our persona. These are the slides we made to represent Sam, the target audience we would later design a package for based on what we would think Sam would be drawn towards in terms of packaging.
Samuel James Piner Widowed- Wife died in car accident 10 years ago from the present White, Male 45 - 54 years old Has 2 kids (15 year old boy & 12 year old girl) Resides in Cincinnati, Ohio Works as a doctor in an ER Went to College at Venderbilt University Makes $106,100-$200,000/year Black coffee with three sugars Wakes up around 5:30am to work out before starting his day. He makes his way to the basement, keeping in mind not to wake the kids, where he does a strong regimen of core and strength endurance consisting of weight lifting and running on the tredmill. He works out on equitment he bought off a friend who needed a little extra cash.
Sam them proceeds to Starbucks before going to work. It is a short drive, 10 minutes, to starbucks where Sam’s order is known- Tall black coffee with two sugars and a double shot of expresso. Sam sips his coffee for the rest of the drive to work.
After work, Sam heads home. He is always excited to see his kids. Everyone is usually worn out from school, work and sports practices. On an average day Sam picks up take out food since the kids are usually kept late for clubs and sports. On the weekends, Sam likes to make dinner for his family.
Samuel Piner is a 50 year old white male who was born and rasied in Cincinnati, Ohio. He attended college at Vanderbilt University in Nashville. He met his loving and caring wife who died 10 years ago when she was hit by a drunk driver. Sam had two kids with his love. Kevin who is 15 and Josie who is 12 years old. Sam makes a good amount of money as a doctor in an ER in Cincinnati, about $110,000, and spends most of his money on his kids. After working out Sam heads up stairs to shower and get ready for work. He allots enough time to make sure he gets his kids up on time. Usually the family does not have enough time to make a full breakfast so he sends the kids off to school with a on-the-go breakfast. He drives his kids to school, he is thankful of the small suburb they live in since the highschool and the middle school are right next to each other. Both, Kevin and Josie are movtivated to do well in school and are very envolved. Eventhough Josie does do better when report cards come out.
At work Sam has been an ER Doctor since his wife’s accident. His department change was fueled by this life event. Sam could not imagine working any other job. Sam does not know it but he enjoys works so much because it has been a second family. Sam also works with several close friends. For lunch, Sam orders a panini from Panera. Sam’s day starts at 9am and gets done around 5pm (usually, if there is not a big emergency that comes in).
Sam, of course, enjoys a drink every now and then. Usually a wiskey on the rocks and thumbs through a sci-fi novel. He loves to watch his kid’s game and even brings the family dog, Ted, with him. Sam trusts his kids and occassionally leaves them at home so he can have a night out with friends. On these nights, Sam spends a little more than normal on dinner and drinks.
Semantics Differential Scale I have never heard of a semantic differential scale but after learning a little about them and what they are used for I could easily see how they are helpful to designers and people in the marketing industry. I think what I like about them best is that you can compare within a rebranding or even compare brands. I used the semantic differential for Sakura Pigma Micron Pens to
INCONVENIENT STATIONARY BORING ECO-IRRESPONSIBLE HIGHER UP
compare a re-branding of a package to their current packaging. These scales are also very helpful to look back to while designing so that you know you are hitting the nail on the head with what kind of feel you are wanting your design to have and I can imagine that in the real world these scales could help in the same with making sure you are creating a look you also promised to the client.
CONVENIENT MOBILE INSPIRING ECO-FRIENDLY AFFORDABLE INNOVATIVE
NEW PACKAGING CURRENT PACKAGING
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Creative Brief I chose to redesign the packaging for Sakura Pigma Micron Pens. Typically their pens are sold in a pack of six. The package consists of plastic covering the pens which are on a cardboard backing. My redesign features a modern design for packaging that has second life packaging by the consumer being able to keep the packaging to hold, store and organize their pens. The packaging is innovative for Sakura that has provided well made pens for years.
CREATIVE BRIEF
CLIENT
PIGMA MICRON PENS
Sakura Color Products of America
DATE
09.06.16
NAME
Emily Frink
DESCRIPTION OF CLIENT Sakura is a company that started purely to break the tradition of an artist’s tools. Sakura creates drawing and designing tools that are both well made and dependable. Sakura has a literal history in pen and ink making that has continued into present day. They have created a brand that is trust worthy, worth the money and useful. It is time to thank their users by creating a form of packaging to ease the lives of the users while remaining the leading brand for mark making.
PURPOSE OF PROJECT Packaging for Sakura’s classic Sigma Micron Pens not only rethinks how artists operate but rethinks the pen’s shape and the container they are sold in. To make life easier and to leave more room for creativity the pens themselves will be a rounded edge, triangle that fit together to form a larger triangle. These pens will be in a container that is reusable for storage of such a great product. A container that is also triangular in shape that opens to reveal the pens. Not to mention the pens are made from recycled plastic and the case from recycled cardboard making this packaging the first eco-friendly design Sakura has made yet.
THE CONSUMER Young, developing artists who itch to sketch and create new and exciting images. These people are not new to the art world, they have experienced enough to know which tools are worth their money. They are busy, hard working, messy people that what orderliness but simply do not have time. They sketch, they perform, and they want inspiration. The consumer is not only what was just described but also the long time, veteran, consumer. The ones who have been trusting Sakura for years and who would be excepting of change by nature of profession but also unexpecting of this packaging and user experience change.
TONE Innovative, New, Modern Compact, Orderly, Organized Quality Environmentally Friendly Inspiring
SEMANTICS DIFFERENTIAL SCALE INCONVENIENT STATIONARY BORING ECO-IRRESPONSIBLE HIGHER UP
CONVENIENT
NEW PACKAGING
MOBILE
CURRENT PACKAGING
INSPIRING ECO-FRIENDLY AFFORDABLE INNOVATIVE
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Concept Sketching I knew the typical pack for Micron pens came with 6 pens. Yet I stumbled upon this idea of changing the shape of the pens to be more triangular so that they could stack together to form a larger triangle. But it was only working with 4 pens, not 6. So I set that idea aside and began to fumble with circular container for all 6 pens which lead me to the hexagonal shape. This spring boarded me into my redesign idea for the packaging.
Develop Package Face & Sides As my initial design, I ran into a couple of small issues. Expressing the point size of the pens could be confusing. The pens come in 6 different millimeter point size and on my packaging I have them color coated in gray scale which could be interpreted as color the pens draw.
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Die-line I have never made a die-line before and I have never thought about something so much in my life. Every fold to every cut edge needs to be thought about. I have learned about flaps and now to properly crease to create a crease that does not break the fibers of the paper. I am very happy this concept was brought to my attention and I feel confident going forward with making 3D comps of my own.
“Client” Presentation After putting a bit more thought into the design that was going on to my new packaging I was asked to present my design and concepts.
PIGMA MICRON PENS
What I used to show my class what typical Sakura Micron Pen packaging looks like. The design on the packaging differs from which country the pen are being sold in.
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6BLACK PENS MICRON
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As well as redesigning the packaging, I tackled Sakura’s Micron Pen logo as well. To compliment the pens’ use I have the Micron logo getting thinner in stroke from left to right to represent all the point sizes the pens come in.
To give my classmates an idea of what I was thinking I spiced up my digital sketch. In the end the packaging would me matte black with black foil print to create a sleek, modern and eye catching design. Essentially, the design would be tone on tone. 16
3D Composition To make my design come to life I mocked it up so that it looks and feels like it would as if it came off the factory line. I had difficulties making a 3D comp for my packaging because it was monotone black on black. I solved my problem by screen printing the black text and logo on black paper. This created the treatment I was looking for and it was no problem because I enjoy printmaking as a hobby.
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Consumer Feedback I took a print out of my presentation and my 3D mock up with the Micron Pens inside to my local artist supply store. I asked two of the workers at the store what they thought as well as a few other shoppers in the store. The general feed back was that it was plus that the case was modern for Sakura and the convenience of the carrying case/ organizing element would be both helpful and interesting. The one concern an older gentleman had was they he would not notice the logo on it and be able to tell that it was Sakura or Micron Pens until he looked closer. I was afraid of this. For one I did not want to loose Sakura’s older consumers because the package was hard to read or because these folk have been steadily relying on Sakura’s quality of products. I also asked my design class and the general consensus among 20-somethings was that they would buy these pens both because of what they are and the brand but because of the handy and modern redesigned case.
Stewart & Associates Reflection I am writing this after a field trip to Stewart & Associates that my class took with Leslie for packaging class. It was enlightening, truly. Graphic design has always been about problem solving, that is not new. But it no longer is true that a company’s solution to an issue isn’t always ‘make a new ad campaign’. Now graphic designers are mainly problem solvers. For instance, Mr. Stewart, was explaining that Keeneland came to him and said that they were losing money from their goers because people were not buying into the daily doubles (one at the beginning of races and one towards the end). After Mr. Stewart did some thinking, researching and trouble shooting he discovered that folks were not buying the early
daily double because they were not getting to kenneling on time because of traffic and folks were not buying the later daily double because they were leaving early to beat traffic. Mr. Stewarts design solution wasn’t a new ad campaign for daily doubles but was for a back road to be built by Keeneland so that people coming to and coming from the races faced less traffic. Boom. More daily double sales. You see now? Graphic design is about 20% visual and the rest is any form of problem solving or design. Today, there are graphic designers in publishing and print but there are a lot of us that are there to problem solve to make things more functional and life easier.
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TWO
HORSE DEWORMING PACKAGING REDESIGN Based on background received on the field trip to Stewart & Associates as well as your own research, redesign the face of the package (box) for a horse deworming compound.
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Trip to Stewart & Associates Visiting Stewart and Associates was both eye opening and terrifying at the same time. I appreciated this project because it was “real world� design. This project was not glamorous or too exciting but it was a taste for the profession. This mini creative brief is for Horse Deworming medicine that is injected orally and is for horses only. We learned while visiting Stewart and Associates that different formulas of horse deworming medicine kill different types of worms and that those different medications needed
to be cycled for the best protection for your horse. We also learned that if the packaging looks too fancy the cow boys would not buy it and if the packaging looked too western, the fancy pants English riders would not buy it. So the challenge was to design something that would be neutral to any kind of horse owner but something that pushes the boundaries in this world of packaging so that it stands out against the many competitors.
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Research I decided to redesign the horse deworming packaging for EquiMax. EquiMax has several different qualities that made it different from other medications as depicted in my notes/research which I got primarily from their website and their mother site Bimeda. I have also included a couple rough sketches of box fronts. EquiMax seems to always be in royal blue with hints of red in the design which is pretty common for other boxes of horse dewormer. The colors I did not see were purple, pink, orange and black. I also will include the notes I took on my phone during the client meeting at Stewart & Associates:
Finbindesol = safe guard on shelf Go to tractor supply and look around. Horses get all kinds of worms sometimes from themselves have to figure out which kind of worm it is so that you can get the right type of chemical to kill it. One chemical defeats a lot of different types of worms. Horses can become immune to chemical that de worms ... build up a resistance. Late 90s. Doing a disservice because they were well in selling their brand so that horses were becoming immune. Have to rotate the formula so that they don’t become intolerant. Know he worms and what kind they are. Age level of horses matter
for the reaction the medicine. Not about designing a label but about understanding the product enough to design something that makes sense for the product which will educate the consumer and people will buy because they know and they trust the design because of the idea and research behind the design. Seasonal medicine? So that the formula gets rotated?? Color coat the time of year they should buy? Black box. Visual hierarchy for medication not just the name brand. Not designing for one type of horse owner. Or one type of kind of horse. Can’t look too western or too fancy pants. Needs to be balanced.
Out of my Comfort File Working on someone else’s file was tricky for many reasons. I had the pleasure of working on Emily Johnson’s horse deworming file and she took her design in a completely different direction than the class. She went funny... Which I think was a good choice but hard for me to mess with her design too much. I was faced with either making her design a little funnier (which would be hard) or making her design more serious (which would not be right). So I did very little but add a few embellishments to add to the humor.
Emily Johnson’s design before
Also Sam worked on my file and it is interesting what she decided to change on mine!
... and after
My rough design
Sam’s work
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Creating My Design I tried playing with a gradient of some of the colors that were not used a lot in horse deworming packaging. Those colors being pink and purple. It definitely was attention getting but did not give off the right tone I was going for. So I started to play into the name as being sort of a word mark. And that word mark was helping hold together and draw attention to important information on the box. The color red I was using was not fitting because I felt as if red would detour consumers because it reads danger and caution. The actual chemicals that make up these products is important so I wanted Ivermectin and Praziquantel to stand out and be found easily if a consumer was looking over the boxes trying to find which paste they needed for that part in their deworming cycle. I found myself doing a couple smaller iterations of this idea where mostly I was playing around with how to organize the other information that is tertiary to the brand name and chemical make up. Later on, I found myself working back in purple (a lesser used color) and with a ribbon to display other information. This was working for me.
EquiMax’s CurrentBox Design Original EquiMax Design
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Refinement As I settled on using purple and the word mark to frame the important text in addition to the fun ribbon on the right. I also started to pull some green into the design because it just needed a little something more and the green did that as well as make ‘Max’ stand out better than the light purple did. The below is the direction I decided to go in (yay!).
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The Final 3D comp, flat and die-line
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Reflection The benefits of this project are that it was an eye opener for real world work and is something different to show at portfolio. I do think that it was helpful in both those ways. I know all the design work in my life will not be awesome, cool and exciting but it doesn’t mean that that project gets any less attention to detail or design work. The challenges of this project were that this just wasn’t a realm of the world I know. I do not know all that much about horses or the parasites that effect them. I think it is hard to design for an audience I do not know or have had a lot of interactions with. Another challenge that this project brought was the space. It was such a small box that not a lot of crazy things could be done because the size and also the audience was so broad that designing had to be as well which sometimes makes for bland design. I do think it was difficult picking a horse out and it not being ugly or leaning to far on either side of the fancy English side
or the western side of horse people. We did not get a lot of direction on that aspect but I would imagine that if this was real world then there would be resources to go to about which is the right horse. When I am looking at my own work I do not think I pushed my design quiet hard enough. I think that my informational hierarchy is just fine and makes sense. I think on shelf it will be easy to find the information a consumer would be looking for. I also think it passes the kindergarten test where you could send a 4 year old into the store to get the purple and green box with the huge logo on it. I am not sure if it is a good thing or a bad thing that I did not include a horse in my design except for the apple flavoring part. Other students in my class has a horse occupying 1/4 even 2/3 their designs. I suppose on the shelf test at Stewart and Associates my box may stand out because of this choice.
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Critique at Stewart & Associates At Stewart and Associates we put our designs to the test. We put everyone’s 3D comps next to each other to simulate a shelf test as if they were in display in a store. Dan was very honest and thoughtful which I really enjoyed. He picked out a couple he thought were really good, ones he liked and a couple others that were pushing the boundaries in a good way and he even chose some that just were not working at all. I thankfully was about in the middle of the group. Turns out I was right and I did not push myself to design something a little more out there but I also was not missing a bunch of things in my design. Then Dan brought in his wife who was a more mathematical mind and she liked my design because it was simpler and both mentioned that not including a horse on my box was not necessarily a bad thing. Overall, I enjoyed my time and getting feed back for myself but also listening to the critique of my classmates because I learn from them constantly so hearing their mistakes and praises helps me as well.
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THREE
DESIGN FOR A ETHNIC CONDIMENT OR BEVERAGE Imagine your client makes authentic ethnic food or beverage products. Your assignment is to design a series of labels for three flavors or varieties of the condiments or beverages. The packaging should project an ethnically authentic feel, while also appealing to a broader market than consumers from that culture.
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The Assignment Select one of the following ethnic cuisines for your project: - Moroccan - Thai - Indian - Greek - Caribbean - Japanese I decided to design labels for halva which is a confection made from sesame seeds. It is either nut based or flour based. Halva is eaten throughout the middle east so it does not fall under one of these 6 cuisines. I decided to choose halva because I have been fortunate enough to travel to Israel and have eaten authentic halva. The best way I can describe halva is a paste that is sort of like fudge consistency but is textured between peanut butter and butter. Halva is used to eat on bread, toast, as a part of breakfast or even in desserts. Israeli cuisine is what I will focus my design on but keeping a general personal in mind.
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Visual Inventory: What’s Out There When I was in Israel, halva was bought and sold in open markets. You just walked up to a table and pick out the halva you want and they cut off the slab, wrap it in wax paper and that’s that. Open markets are very common in Israel, below is picture of myself and my brother behind an loose tea vendor. But as I was doing on-line research for halva packaging I came across a couple different packaging types. The most common was a plastic Tupperware container the second most common was a metal tin. Most of the designs I saw vivid in color and cluttered for the most part.
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Visual Inventory: Mood Board To inspire design and to hone in on the cultural feel I wanted to embody in my design I created a mood board. The cool thing is some of the picture in my mood board were pictures I had actually taken! Here, I have what I presented to my class and to the left are some more images I drew inspiration from.
Hand Made Delicacy
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Visual Inventory: Art Library Trip Also, as part of research and as a class we spent time in the art library. We all participated in an activity in which we brainstormed key words, ideas and things we associated with each cuisine. I thought this activity was very useful for not only idea generation for this project but I think it would be helpful to do this for any project we do. While we were in the art library we learned how to use ArtStor as a reliable image research database that contained hundreds and hundreds of high resolution images.
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Concept Sketches: Pen & Paper I had developed three concepts that each had their own direction. In addition to providing the sketches I have included a description of the sketches and what tone I was shooting for. I also paired my sketches with image was drawing inspiration from or color swatches I intended to use in the design. I have no decided which flavors I would pursue just yet. With halva there are many flavors and I knew I wanted to do traditional but then I had lemon, coffee, chocolate, marble and pistachio I was waffling with.
For this concept I was thinking on a hand made and sketched image feel. I was thinking of doing drawings of the flavors that would be one line. This would create a distressed, hand made, rich and almost hipster tone.
For this concept I was going with a more animated look. For each flavor there would be an animal that was native to Israel associated with it. This look would be fun, cute, and welcoming. - Traditional & Camel - Lemon & Bee, Lemon, Lemon slices - Marble (chocolate stripes) & Zebra - Pistachio & Parrot, Pistachio, Shell
For these two concepts I was thinking of a more modern and vibrant feel. They would accent bright color and patterns. They would be clean and clutter free.
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Concept Sketches: Going Digital
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As I moved forward with some of my design concepts I moved over to my computer and started to make these ideas come to life on screen. Here are the last two of the sketches you saw previously.
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Initial Layouts I started on making my sketches comes alive and this helped me decide which direction to go in. I decided to go in the animated direction. My flavors would be traditional accompanied by a camel, pistachio buddied up with a parakeet and chocolate with a Syrian black
TRAD ITIO NAL
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bear. All these animals are native to Israel. I am planning on using tin cans for my packaging. Here, you are looking at the label for the round lid and to the right you are looking at the bands that go around the tin’s base.
PIST AHC HIO
TRAD ITIO NAL
CO FF EE
A NOURISHING SESAME SEED CONFECTION
SYRIAN BLACK BEARS ARE COMMON TO ISREAL. THEY PRIMAIRLY LIVE IN THE MOUNTAINOUS REGIONS OF THE COUNTRY, ONE OF MANY TYPES OF LAND THAT MAKES UP ISREAL. SYRIAN BLACK BEARS ARE THE POLAR BEARS OF THE MIDDLE EAST, AFTER ALL THEY ARE COUSINS.
A NOURISHING SESAME SEED CONFECTION
PARROTS AND PARAKEETS ARE TYPICALLY FLUTTERING AROUND THE CITIES OF ISREAL, SINGING SONGS AND PECKING AT BITS OF PITA BREAD. THESE BIRDS MATE FOR LIFE WHILE MAKING THE COUNTRY MORE COLORFUL.
A NOURISHING SESAME SEED CONFECTION
CAMELS ARE NATVE TO THE COUNTRY OF ISREAL. THEY WERE LATER DOMISTICATED AND USED FOR BOTH RECREACTIONAL ACTIVITES AND AS WORK ANIMALS. BABY CAMELS ARE BORN HUMPLESS ONLY TO DEVELOP IT LATER.
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Initial Layouts: Refinement After laying out these out I was coming across a couple problems. The design was feeling too childish. I tried to even make a pattern out of the little animals, plants and objects I was making but it just was not coming out how I liked. Below are most of the illustrations I had been making for the design.
TRAD ITIO NAL
To solve the cluttered issue I thought about highlighting one of the animals and making it larger. I also think this solution was a step in the right direction to solving the childish tone my design had. To completely solve this problem something else had to be done.
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Initial Layouts: Round 2 To make the tone of my design less childish and more mature I hand redrew the depictions of the animals. I made them less cartoonish and more intricate. By doing this I solved the issue I was having with my tone.
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TRA DITI ONAL 10 o z 283g
TRA DITI ONAL 10 o z 283g
CO F F E E 10 o z 283g
TRA DITI ONAL 10 o z 283g
PIS TA C HIO 10 o z 283g
PIS TA C C O HIO F F 10 283 E E oz
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Finalization Here is the finished labels for the lids and for the base of the tin.
PIS TA C HIO 10 o z 283g
10
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A NOURISHING SESAME SEED CONFECTION
10 OZ 283 GRAMS
A NOURISHING SESAME SEED CONFECTION
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283 GRAMS A NOURISHING SESAME SEED CONFECTION
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3D Composition
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