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Syllabus

Schedule

Project 1

Project 2

Project 3

Project 4

Design Brief

Winter Quarter 2013 Syllabus

 

Course Title: Package Design

 

Course Number: GD 3455 sec. G1

 

Course Description: This course will define the role of packaging in product identification, presentation, and production, and explore the processes used in establishing a strong identity program for consumer products.  The unique challenges of adapting typography, illustration, design and materials to 3-D form will be explored.  Research will include marketing objective, structural integrity and display aesthetics.

 

 

Pre-Requisite(s): GD1402 Drawing and Perspective, GD1403 Typography for Digital Media

 

Co-Requisite(s): none

 

Meeting Times and Location:  Monday and Wednesday 2 to 4:50pm. lab 342

 

Instructor Name & Contact Information: Cynthia Harrison

 

          cyharrison@aii.edu

          651-399-0667

 

If you are unable to reach me, you may call your Department Director or Program Coordinator at 612-656-6967.

My mailbox is in room 341, in the cubby under my last name.

 

Office Hours: By Appointment, please contact me to workout a time and place.

 

Course Length: 11 weeks

 

Instructional Contact Hours: 60 (20-lecture, 40-lab)

 

Quarter Credit Hour

All course work at Ai Minnesota is measured in quarter credits. One-quarter credit is awarded for each 10 classroom contact hours of lecture, 20 classroom contact hours of laboratory instruction, or 30 contact hours of internship. One classroom contact hour is defined as 50 minutes within a 60-minute period.

 

A quarter credit hour is an amount of work represented in intended learning outcomes and verified by evidence of student achievement that is an institutionally established equivalency that reasonably approximates not less than:

 

(1) One hour of classroom or direct faculty instruction and a minimum of two hours of out-of-class student work each week for 10-12 weeks, or the equivalent amount of work over a different amount of time; or

 

(2)  At least an equivalent amount of work as required in paragraph (1) of this definition for other academic activities as established by the institution including laboratory work, internships, practica, studio work, and other academic work leading to the award of credit hours.

 

Credit Value: 4 Quarter Credits

 

 

Course Competencies:

 

•    Sketch multiple solutions for package redesign and design projects

•    Produce refined black and white layouts of design solutions

•    Recommend and apply creative typographic solutions to design problems based on historical models,

      contemporary trends, and current technology

•    Product sketches and solutions that show conceptual, design and typographic creativity

•    Solve problems in 2-D and 3-D design

•    Produce solutions in 3-D package form

 

Required Materials:

 

The Elements of Typographic Style

Publisher: Hartley & Marks Publishers; 2nd edition (2002)

Language: English

ISBN-10: 0881791326

ISBN-13: 978-0881791327

 

Recommended:

Typographic Systems by Kimberly Elam  ISBN: 978-1-56898-687-6

Making and Breaking the Grid, Timothy Samara, Rockport Publishers, ISBN 13:978-1-59253-125-7

 

Materials and Supplies:

Personal storage device, ruler, xacto, copies, paper, pvc adhesive,

Paper, pens, pencils, index cards, a notebook and folder for organizing lecture notes, handouts, assignments and graded work. Other required materials will be discussed in class.

 

You may need additional supplies  depending on the direction of your individual assignements. (Total extra costs = $20-$25)

 

Technology Needed: Computer, printer, Internet access, AIM email account. Access to computers, printers, and storage devices, etc.

 

Instructional Methods & Resources: This course will challenge you to develop professionally-relevant knowledge and skills. Course information will be presented in many forms, including lecture, class discussion, demonstration, case studies, simulations, field projects, and studio or lab projects. Students will use library and community resources, including research and reference materials, gallery exhibitions, industry events, and guest speakers. Materials can be obtained from other libraries using the interlibrary loan program.

 

Estimated Homework Hours: At least 4 hours per week

There is no way to anticipate how many hours it takes to come up with a great idea, so get your work done early. Procrastination will not help you!

 

 

 

Course Schedule - Subject to change!

 

WEEK 1

 

01/07/13

Ice-breaker

Students will be given an introduction to Packaging Design

Lecture: Introduction to Packaging Design

Wine Bottle Label  (100 pts.)

Who is your target Audience

BrainStorm Names and concepts

Research

start ThumbNails 25

Due 1/7/13 Due (10 pts.)

01/9/13

Review TN’s Choose 3

Choose 3 different design concepts and create 5 different designs for each. (15 total)

Due 1/9/13 Due (10 pts.)

WEEK

2   

01/14/13

Discussion of Mock-Ups

Review 15 option Pick design to bring to final.

Due 1/16/13 (20 pts.)

01/16/13

Critique of WIP

Final Wine label Due 1/23/13 (60

pts.)

WEEK 3

01/21/13    No class

 

01/23/13

Final Wine label critique

Kick off project 2

Names and concepts start ThumbNails 25

Due 1/9/13 Due (10 pts.)

 

WEEK 4

01/28/13

Review TN’s Choose 3

Choose 3 different design concepts and create 5 different designs for each. (15 total)

Due 1/30/13 Due (10 pts.)

01/30/13

Discussion of Mock-Ups Review 15 options Pick design to bring to final.

Due 2/4/13 (10 pts.)

WEEK 5

02/4/13

 Work on Execution of package. Meet with instructor regarding WIP Execute Box Sides

Due 2/4/13 (10 pts.)

 

02/6/13

WIP  critique

Final execution                            Due 2/11/13 Due (50 pts.)

 

WEEK 6

02/11/13

Students will be guided thru the design process

Final Critique of Soap package

 

02/13/13

Kick off Tea Packaging  BrainStorm Names and concepts

Research

start ThumbNails 25

 Due 2/18/13 (10 pts.)

 

WEEK 7

02/18/13

Students will be guided thru the design process

Review TN’s Choose 3 Choose 3 different design concepts and create 5 different designs for each. (15 total)

Due 2/20/13 (60 pts.)

02/20/13

Review 15 option

Choose one design to bring to final exicusion

 

WEEK 8

02/25/13

Students will be guided thru the design process

Work day - Execution

Create mock-up

Due 2/27/13 Due (10 pts.)

02/27/13

Critique of work in progress

Final execution

Due 3/4/13 Due (50 pts.)

WEEK 9

03/4/13

Students will be guided thru the design process

Final Critique

Kick off Final Project Brainstorm Names

25 TN’s

Due 3/6/13 (60 pts.)

03/6/13

Review TN’s Choose 3 Choose 3 different design concepts and create 5 different designs for each. (15 total)

Due 3/11/13 (60 pts.)

WEEK 10

 

03/11/

3

Review

 

03/13/13

Critique

Review 15 option Pick one and bring to final –

Execute

Due 3/18/13 Due (10 pts.)

WEE

 11

03/18/13

WIP  critique

Final execution

Due 3/20/13 Due (50 pts.)

 

03/20/13

Final Critique

 

 

 

 

Spring Break

 

Project 1: Wine Label

 

Assignment Brief

Your assignment is to design a wine label for a wine from a fictitious winery that will compete in the international marketplace.

 

One of the ways a wine company attracts customers is from the use of graphic design to “brand” their image via their label. A good design can entice a customer to consider purchasing the wine.

 

“Wine labels have a sense of place and time and tradition. In the early days, most labels were austere, rectangular one- or two-color affairs featuring illustrations of chateaus and bold declarations of the names of the wineries. Now, wine labels burst from the shelves with bold colors and torn, warped shapes often peering through the bottle itself. They are festooned with colorful animals, layered with screens and hidden motifs, and they are a printer’s history of fonts.” Wine Business Online: From Wine Business Monthly, 08/15/2006

 

http://www.winebusiness.com/ReferenceLibrary/webarticle.cfm?dataId=44322

 

“That point-of-sale moment depends on who’s buying the product. Labels like the Kistler label are quiet, like book design. There’s a thing about book design that insists it be quiet and not show off. But if it’s a $10 bottle of wine, it’s got to do something different; so you have to bear in mind who the package is for.” Wine Business Online: From Wine Business Monthly, 08/15/2006

 

http://www.winebusiness.com/ReferenceLibrary/webarticle.cfm?dataId=44322

 

Typography:

• You may not use a highly stylized or decorative font for this assignment

• You may revise a traditional font as part of an illustration.

• For this one assignment you may use pure center alignment for your text although effort should be made to use

   some non-centered text. Many wine bottles use center alignment because of the narrow viewing space on a bottle.

• Think of your typography as part of your design and not as an element added after you have completed your

    illustration or photograph.

• Review the following fonts and select one for your headline. You may choose a second font for your remaining text.

   If none of these fonts is available on your computer you must discuss your font choice with me.

 

o Garamond

 o Minion

 o Univers

 o Futura

 o Baskerville

 o Bodoni

 o Helvetica Neue

 o Myriad Pro

 o Futura

 o Adobe Garamond Pro

 o ITC Stone Sans

 o Bauer Bodoni

 o Caxton Std

 o Minion Pro

 o Rockwell Std

 o Univers LT Std

 

Process:

Begin with research at local wine stores and online to determine the following:

 • Target audience, Target audience, Target audience!

 • Name of your vineyard

 • Region

 • Type of wine (Chardonnay, Cabernet Savignon, Merlot, Sauvignon blanc, etc.)

 • Year

 • Who are your competitors

 

You must develop your own original imagery and logo. A wine label is not seen flat by customers and is seen more like a sculpture than a flat ad or book cover. It is important to look at your design early to see how the edges curve.

 

Specifications:

Software: Adobe Illustrator, InDesign, Photoshop. You may incorporate photography or illustration

Document size: Measure samples and choose a size.

Bleed: Your design may bleed.

Resolution for Print: 300 dpi

Color: CMYK

 

Printing and Mounting

• Trim your first print to the actual size of your label and spray-mount it on a bottle that is the appropriate type of

   bottle for your choice wine.

 

Design Brief:

A written design brief is required for this assignment. Please submit a printed brief. Refer to the Design Brief document for instructions on the format and content of the brief. All sections of the Design Brief must be completed with proper sentence structure and the use of design and technical terms.

 

Grading Sheet

The criteria for evaluation will be how successful you were in creating a well-designed wine label. The individual parts of the assignment will be graded including your research and sketches. Your compositions will be evaluated based on the principles of design.

 

Technical control will be evaluated with an emphasis on well-organized digital documents and the careful and successful use of the software. Please refer to the posted grading sheet to see specifically how your work will be graded. Projects are due at the critique deadline. Projects may be revised after the critique and submitted no more than one week after the deadline. Projects will only be graded once.

 

Submission Details:

Please submit the following:

• PDF of your document.

• Wine label mounted on an appropriate bottle.

• Design Brief.

 

NOTE: You may not print or mount during the class period of the critique. You must be prepared at the beginning of the class period. If you print or mount during the critique, you will be counted late and a full letter grade will be counted off of your project grade.

 

Deadline:

Please refer to the schedule for deadlines.

Late Projects:

1. Projects that are not shown at the critique will receive a ten percent reduction.

2. Projects may be revised after the critique and submitted one week after the deadline. Projects will only be graded

     once.

Project 2: Soap Packaging

 

Client: Beta Brand: Unisex Health & Beauty Products/Female Health & Beauty Products/Male Health & Beauty Products

 

Market: 14-28 yrs Male &/or Female/youth culture

 

Content: Find on boxes at home/store and whatever is on those boxes, goes on these boxes

 

Materials: Print on MATTE paper / full color / Use this soapbox template, download them here / FIT TEMPLATES ON AN 11″ x 17″ DOCUMENT / or make or find your own

 

QR Code: Finally, each of the 2 packages should feature a QR Code. Learn more about QR Codes here:

http://en.wikipedia.org/wiki/QR_codes

QR codes. Where your QR code links is up to you. However, I would suggest some sort of additional product information, or at least a manufacturer’s website, a coupon, whatever. Think this thru and add it to your creative brief.

 

Here’s how/where you make them: beqrious / kaywa / qrstuff / zxing / keremerkan

 

 With http://www.qrstuff.com/ I created mine:

 

Think of these projects in THREE DIMENSIONS as you design them. Each surface

should be unique and interesting. The front panel is what gets the customer’s

attention, but what do the other panels look like? How do they relate to what is on the front?

 

 Week Four

Class A  January 28

                 Start Assignment two

                 BrainStorm Names

                 Who is your target Audience

                 start ThumbNails 25

 Class B  January 30

                 Review Thumbnails

                 Choose 3 different design concepts and create 5 different designs for each. (15 total)

Week Five

Class A  February 4

                 Review half-size roughs

                 Pick design to bring to final

Class B February 6

                 Bring WIP Mock up for Critique to discuss final changes

Week Six

Class A February 11

                 Final Critique

Package Design: Tea

 

Packaging is the unsung hero of the global tea business.

 

Tea estates grow lovely verdant bushes on picturesque terrain, but then rely on tea packaging to sell their output. Every ounce of tea at some point between harvest and consumption exists in a container, and retail point-of-purchase laws often make it necessary for packaging to display net weight, nation of origin, and company address.

 

I love all things related to tea – tea cups, tea pots, tea packaging. It reminds me to take a few moments out of the day to just relax and chill. Here are a selection of 20 tea packagings design that I find beautiful and expressive. Thanks to Lovely Package and the Dieline for the photos.

 

http://www.krftd.com/special_report/top-20-favourite-tea-packaging/

 

Week Six

Class B February 13

                 Start Assignment Three

                 BrainStorm Names

                 Who is your target Audience

                 start ThumbNails 25

Week Seven

Class A February 18

                 Review Thumbnails

                 Choose 3 different design concepts and create 5 different designs for each. (15 total)

Class B February 20

                 Review half-size roughs

                 Pick design to bring to final

Week Eight

Class A February 25

                 Bring WIPMock up for Critique to discuss final changes

Class B February 27

                 Final Critique for Tea Packaging

 

Project 4: Product In A Series

 

Objectives:

• Take one of the three previous designs and create a series of products from that design.

• Use a color palette appropriate to the product and the target market.

• Research existing products. What creates a successful design series? Take from your research and use that

   knowledge to create a minimum of three designs whether it be three flavors of tea, three different types of wine, or

   bath products in a series. The bath product will allow you a bit more flexibility in your varying product in that you

   could extend your product into lotion, cologne or perfume, body spray, etc.

 

Final Presentation (8 minutes, including critique time)

• We will be in room 318 for this presentation. BE ON TIME!

• You will need to present your design to the class and to our guests. Remember, our guests do not know anything

   about these projects or exercises we've been working on all term. It is your job to fully explain the project, your

   design, who your target market is, price point, where it will be sold, etc. Don't leave anything out, but also be

   concise. We don't have a long time for each student.

• You will need to present your design via PowerPoint or PDF so everyone can see your work. You're presentation

   should be around 2 minutes. So use your time wisely.

 

 

Week Nine

Class A March 4

                 Start Assignment Three

                 BrainStorm Names

                 Who is your target Audience

                 start ThumbNails 25

Class B March 6

                 Review Thumbnails

                 Choose 3 different design concepts and create 5 different designs for each. (15 total)

Week Ten

Class A March 11

                 Review half-size roughs

                 Pick design to bring to final

Class B March 13

                 Work in class. Continue to move forward in your design process. Now is also the time to consider

                 presentation. We will have guest from the industry to present to who will give you honest, real life feedback.

Week Eleven

Class A March 18

                 Bring WIP Mock up for Critique to discuss final changes. At this point your design process should be

                 complete.

Class B March 20

                 Final Critique

Each Project: Design Brief

 

Description:

A design brief is a written description and identification of your project. A new design brief should be written and turned in with each assignmen. The design brief should be typed.

 

The writing style and content of these design briefs will be considered in grading. Please write in complete sentences and use proper grammar and punctuation. The design brief is important in helping you learn to articulate the ideas and concept behind your design.

 

Please follow this format for your design brief using these titles:

 

Name:

 

Class:

 

Semester and year:

 

Project Title:

 

Concept Statement:

This should be the one sentence concept statement written at the beginning of the assignment.

 

Description of Project:

The description of the project should include the details of the assignment. This description should be several sentences long.

 

Description of Composition:

The description of the composition should rely heavily upon design vocabulary. Once again this section should be several sentences.