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PACKAGE DESIGN DuPuIS STEVEN SI JOH N LVA AND DESIGN BY BRAUE-DuPuIS PACI(AGE DESIGN W O R K B O O K THE ART AND SCIENCE OF SUCCESSFUL PACKAGING ... :a '" m < C 0 m .'".. '" n ... -< i: - iIIIi ". '" '" "'""'tJ ". n :J: :J: 0 C m '" :a .m... '" .... '" '" -I DuPuIS STEVEN SI JOH N LVA AND DESIGN BY BRAUE-DuPuIS © 2008, 2011 by Rockport Publishers, Inc. Digital edition: 978-1-61673-599-9 Paperback edition published in 2011 Softcover edition: 978-1-59253-708-2 Library of Congress Cataloging.in.Publication Data All rights reserved. No part of this book may be reproduced in any form DuPuis, Steven. without written permission of the copyright owners. All images in this book Package design workbook: the art and science of successful packaging / have been reproduced with the knowledge and prior consent of the artists Steven DuPuis, and John Silva. concerned, and no responsibility is accepted by producer, publisher, or printer p. cm. for any infringement of copyright or otherwise, arising from the contents of ISBN 1·59253·322·1 this publication. Every effort has been made to ensure that credits accurately 1. Packaging--Design.2. Commercial art. I. Silva, John. II. Braue, Kai. III. comply with information supplied. We apologize for any inaccuracies that may Title. have occurred and will resolve inaccurate or missing information in a NC1002.P33D872008 subsequent reprinting of the book. 741.6--dc22 2008000591 First published in the United States of America by CIP Rockport Publishers, a member of 10 9 8 7 6 5 4 3 2 1 Quayside Publishing Group 100 Cummings Center ISBN-13: 978-1-59253-708-2 Suite 406·L ISBN·10: 1·59253·708·1 Beverly, Massachusetts 01915-6101 Digital edition published in 2011 Telephone: (978) 282-9590 eISBN·13: 978·1·61673·599·9 Fax: (978) 283-2742 www.rockpub.com Design: Braue-DuPuis Cover Photography: Chris Zsarnay / Z Studios Art Direction: Kai Braue and Marcel Robbers .. , Printed in China " 0"=/ / / / / / / / / / / / / / / / / / / ~~ , /=./ I ... ,; Nutrition Facts Serving Size 1 cup (252g) Servings Per Container about 2 Total Fat 7g Saturated Fat 2.5g Trans Fat Og Cholesterol 15mg Sodium 1310mg 54% Total Carbohydrate 43g 14% Dietary Fiber 2g 6% Sugars 9g Protein 9g Vitamin A 10% • Calcium 2% • Iron 10% a . Percent Daily Values are based on a 2,000 calorie diet. 5 INTRODUCTION N oW more than ever, packaging all, every package is seen by 100 percent tic thinking-can and does make for has a huge opportunity to prove of a brand's consumers. As a result, unpredictable situations and solutions. itself as a brand's most valuable the retail experience is in a constant How we manage them, and who is in consumer touchpoint. For designers, state of evolution as brands and prod charge of the process, can seriously affect it's a time of newfound awareness of the ucts are continually positioning them the product outcome. power of design. This attention brings selves in new and innovative ways. In this book, we analyze the steps and with it responsibilities for each of us to Humans are excited by new ideas processes needed for success-from the present and represent our talents in and experiences. Whether we are search preparation of strategic briefs through ways that build and establish permanence ing for a product, surfing the Internet, creative development to prepress and to design's valued role in business. In or traveling to an unfamiliar country, completion-every step has its purpose writing this book, John Silva and I set we all enjoy the act of discovery. It is and value. During the creative journey, we out to create a guide for designers that what drives and motivates change. give examples that provide inspiration as is also informative to the many other Creativity is an act of discovery and is well as templates for your own triumphs. professionals involved in the process, found by those individuals who push the Companies assessing package design providing understanding and value for boundaries within a profession. firms look beyond creative talent; they all. Packaging requires the expertise As cultures evolve, so does the visual seek designers with a real ability to under of many disciplines: marketing, stra language that expresses this moment in stand human behavior and target con tegic planning, research, psychology, time. As designers, we are creators and sumers in a compelling, fresh, and enter art, industrial design, graphic design, adopters of new aesthetic paradigms, taining way. This book provides the key. logistics, engineering, production, shaping and molding human informa manufacturing, distribution, and retail tion. It has been proven in case study after - Steven DuPuis ing to name just a few. This complexity case study in product categories from means package design doesrit happen in computers to soda that great design sells. a vacuum. Many factors influence a final If you look at these success stories closely, piece, and this book reflects that truth as we do in this book, you'll see that as we take you on the creative journey to design is always founded on innovative successful packaging. positioning and solid, consistent brand With the fragmentation of traditional strategy. This is what we mean by art advertising, due mainly to the over plus science in packaging: the ability to whelming number of media delivery take sophisticated research and analysis options, more companies are looking to and convert it to visually stimulating a product's package to deliver the brand design. This collaboration of opposites message to consumers directly. After rational science with emotional, artis- 6 PACKAGE DESIGN WORKBOOK I"" ;'1 ... ::::II .. ;;;oJ I ... ::I I II - "'" i1 .. J .-..~ ;~~' " -,~, ;~ ~.., '\ ',- .. ,. . ,- ,~ ~ ,, - ~. ,1 ::. == • ", ," I I' .. III iiiI .. ::I PACI(AGING E V O L U T I O N Which came first the product or the package? 8 PACKAGE DESIGN WORKBOOK PACKAGING EVOLUTION is the Time Capsule PACKAGING of Being OUf What we consider a package improve and expand on the functionality ing are seen through distinctive delivery something that holds, protects, of the package while giving the manu systems of convenience and portability. and stores its contents-occurs facturer an edge over its competition. Packages must keep up with consumers' naturally, as in the protective covering of Even the term packaging has evolved, changing lifestyles. a banana, the cocoon of a butterfly, and from package (a container) to packaging (a More Changes an oyster, with its hidden treasure. These container that has written communication all perform the functions of a package. about its specific contents). This trans In today's market, we could broaden Humankind's creative curiosity has led to formation occurred in the nineteenth our definition of packaging to include the adoption of many of nature's exam century and segued into the development the packaging of entire brands, not just ples. In 100 B.C., the Chinese used sheets of brands. Branding has grown to become specific products. Leading companies of treated mulberry bark to wrap food. the most important marketing tool, with such as Target, Nike, Whole Foods, and Containers made from clay, shells, animal packaging as its most ardent companion. Starbucks are brands whose packaging skins, and leaves functioned as they The evolution of packaging has played extends to the entire retail experience. did in nature. As societies and cultures an important role in the advancement For them, the idea of packaging goes grew, communication and clarity became of humankind. Today many of us take beyond the container to the total pack important; therefore, icons and words for granted how products are brought to age of the store. This is a real brand began to grace the surface of containers. the shelf and how they are manufactured experience. And it is the packaging of and packaged to protect against dam this brand experience that allows us Changing Role age or spoilage. We now live in a society to become enchanted and entertained. Evolving over time from basic utility to that looks beyond the functional aspects Consumers connect on a whole new level marketing vehicle, the simple package of packaging to how it makes one feel, with the complete concept of packaging. has become complex. It still functions, look, and speak. Image has become of course, but now it's made from a host the driving force behind packaging and of high-tech materials and has taken on branding. From utilitarian function to unconventional forms and shapes. It emotional billboard, the package now features delivery systems such as pull serves two masters: It hosts the brand, tops, self-cooling devices, biodegradable and it entices the potential buyer through inks, and date codes that change color inviting graphics and entertaining visu when expired. All of these innovations als. The functional qualities of packag- 10 PACKAGE DESIGN WORKBOOK