Bold package design
Bold package design
Bold package design
mary welby Saint Louis, Missouri
Copyright ©2013 Mary Welby All rights reserved. No part of this book may be reproduced without written consent from the publisher. Request for consent or further inquiry should be directed to the address below. First Printing: November 2013 Published in the United States University of Missouri – Saint Louis Fine Arts Building 7701 Florissant Road Normandy, Missouri 63121
Printed in
usa
For anyone with a passion for package design
1 9 17 25
color patterns type concept
foreword In society today, people are bombarded with advertisements, commercials, and packaging. We are subconsciously told what to do, what to listen to, and what to buy. Commercialism is a giant part of who we are as a society: consumers keep our country running. Therefore, packaging design has become one of the most important aspects when considering the marketing and design of a product itself. Imagine entering a store where there are no fun slogans on the boxes, no bright colors or yummy pictures of food. Plain white boxes with the word ‘Soap’ or a clear bag labeled ‘Cheese’… the picture seems bleak. Customers entering a store do not simply see an innovative product or a tasty food item. They are guided by the packaging they see on the shelf. Therefore, it is very important not only to create a great product, but to clothe that product in bold, creative packaging that excites, invites, and
informs customers. When staring at a shelf of similar products, a customer is often swayed by the appeal of the packaging when making a decision. At the same time, however, people tend to stick with what they know, and what they have always trusted. If their family has always been a Quaker oatmeal family; a customer will often continue to buy the recognizable and comforting package they grew up with. So, creating an eye-catching package design that can be reproduced for years to come, yet will still capture attention, is becoming increasingly difficult. Packaging designers today are forced to take it to the next level: strive to have something magnetic. They achieve this by utilizing bold colors, bold typography, bold patterns, and bold concepts. What, then, is ‘being bold’? Bold can mean a variety of different things, especially when it comes to
packaging. It does not always mean one must use highlighter neon colors or obnoxiously large type. By definition, boldness means ‘to push beyond the usual limits of conventional thought or action’. What does that mean for designers? It means they must think outside of the box! They have to push the envelope! Designers today must capture the attention of consumers in a highly commercialized world by doing something new, something no one else is doing. The kinds of packages collected in this book using bold type are some examples of both strong typography and more muted typography. Importantly, though, the type must be clearly readable, yet still have an interesting element. In these ways, usage of bold typography can become a key component of packaging design.
bold type
when it comes to package design, one of the first elements a customer will look for is the name of the product. Being able to clearly identify what it is they are grabbing is achieved through the use of bold typography. typography is the main way for the package to communicate information to the viewer. Packages that utilize bold typography have a huge effect on shelf appeal. The type can be ‘loud’; can visually shout at the viewer, or it can have a calmer, more relaxing effect. bold typography does not necessarily mean that the type must be overly large, or obnoxiously colored. It can be presented in a creative, new, or fun way; yet still be considered bold enough to stand out on the shelf.
Bold Package Design
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move: ice cream Design Firm: Luko Designs Los Angeles, CA
4 Bold Type
joia: all natural soda Design Firm: DesignReplace Minneapolis, MN
Bold Package Design
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lucky lindy: wine Designer: Cat Coquillette
"i designed and gifted her with a collection of wine bearing her nickname. Lindy's love for white wine, retro packaging and art nouveau made this birthday present an obvious choice." — cat coquillette
Bold Package Design
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good body: baked goods Designers: Jason Lombardo, Rachel Michaud Design Firm: TOAST Marketing & DesignGraphic
8 Bold Type
pacharn pamplonica Design Firm: Contrabriefing
bold patt erns
the use of patterns in packaging design can excite or entertain the viewer. Bold use of patterns can not only capture attention; it can be used to tie in the product’s entire advertising or branding campaign. Some patterns that work well can include black and white patterns. They are bold, stand out, and look crisp and clean. The simplicity of just two colors can be very visually appealing. Black and white is not the only successful pattern, however. Checkerboard, stripes, chevron, or hound’s-tooth; any manner of patterns can be successfully applied to a package design.
Bold Package Design
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hilliard’s: beer Design Firm: Seattle, WA
Mint Designs
12 Bold Patterns
bermell: whole sale spices Designer: Justina Sanchis
Bold Package Design
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chelsea golden syrup Designer: Greg Straight and Fly New Zealan
“greg’s artwork flawlessly encapsulates the new zealand culture, which is at the heart of the chelsea brand.” — tracey mckay, nz sugar senior manager
Bold Package Design
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le chat: beer Designer: Isabela Rodrigues Design Firm: Studio Branding Studio Los Angeles, CA
16 Bold Patterns
motif: wine Designer: Kristina Bartosova Design Firm: EN Garde Interdisciplary
bold COLOR
color is everywhere around us all the time. Color seems especially present in the products on display in stores. Once inside the store, consumers are immersed in shelves and racks filled with thousands of colors and patterns vying for attention. Using extraordinarily bright colors can catch consumers’ attention, if only for a moment. But will that moment be enough for them to be drawn in, or will it simply overwhelm? using bold colorization can help to attract and keep the attention of the customer. Affective use of color can not only grab attention, it can be used to emotionally sway the customer. A gentle aloe green would be more effective on a skin soothing cream than a loud, angry, harsh red. Reversely: a bright orange and yellow would be much more successful on an energy drink than a calming blue would. Using these sorts of subconscious opinions that consumers are already per-disposed to believe is something else to bring into consideration when choosing color for product design.
Bold Package Design
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kilogram tea Design Firm: Mint Designs Seattle, WA
20 Bold Color
popchips: all natural potato chips Designer: Marx Design Auckland City, NZ
Bold Package Design
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waldo trommler: paints Design Firm: Reynolds and Reyner
“we don’t just need – we must! stand out” – this phrase has become the basis at work on a new brand identity. — waldo trommler
Bold Package Design
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goa: healthy yogurt Designer: Isabela Rodrigues Design Firm: Studio Branding Studio Los Angeles, CA
24 Bold Color
burgen: gluten free bread Design Firm: Shout Design
bold conc epts
bold concepts are ideas that inspire and push the packaging world in new and different directions. They are the ideas that are the most talked about, the most innovative, the types of packages that a consumer will buy based on the novelty or intriguing package design, more than the product. By using these elements of design boldly, package designers can begin to move forward in a consumer-focused world: boldly pushing packaging where it has never gone before.
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glin orchard Design Firm: Yod Corporation Co.,Ltd
28 Bold Concepts
blue goose: all natural foods Designers: Flavio Carvalho
Anna Sera Garcia Oleg Portnoy
Bold Package Design
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fashion pops Design Firm: Lara Atkinson Dubai
“i looked at color, texture and eye-catching elements that made some collections stand out from others” — laura atkinson
Bold Package Design
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diet coke and marc jacobs Designer: Marc Jacobs
32 Bold Concepts
mahiki coconut Design Firm: Design Bridge
Pages were composed in InDesign CS6. Illustrations done by hand and modify in Photoshop CS6. Copy is set in Perpetua Std 9/11.5. Laser printed on white paper. Designed, assembled and bound by Mary Welby; produced under the supervision of Jen McKinght. Published 2013 Book of 2