Packaging Design

AY2019/2020 Semester 2

In this course you will receive an overview of the essential packaging design basics, such as materials, structures, colour, imagery, product positioning, design communication and environmental concerns. You will explore the design of package structures and graphics, the processes of packaging systems, the specifications of materials, and the printing and production of packaging design. Emphasis is placed on developing solutions in relationship to marketing concepts and objectives for various products. In addition, design thinking, consumer and client research and marketing techniques will be addressed. What is structural packaging design? The course begins with discussion on the fundamentals and various types of packaging design. This include industry trends, packaging and production terminology, as well as sustainable/recycling practices. Marketing and product positioning: Basic strategies and concepts of market research, product positioning and design thinking will be explored. This includes packaging branding and marketing, psychology of the consumer as it relates to packaging, package requirements, and the design thinking process. The aim of this section is to allow you to define client needs, assesses audience demographics, and explore the conditions affecting dimensional construction, point-of-purchase and display of packaged products. Package design, layout and production: You will receive an introduction to the basics and principles of structural packaging design. This may include the study of basic packaging structure, paper selection, design formats, typography, graphic imagery, colour, and packaging material production. Class assignments: You will experiment with structure, form, function, typography, balance, color, and other attributes to create a range of unique and effective packaging prototypes. Classes will include mini-lectures, demonstrations, and activities that may be included in the assessment.