Embedded Files
What will be Created?
What will be Created?
To continue our unit on Branding, we will be creating the entire package for the product and company that we invented in the first part of this project when we created the logo.
The package we create will be a careful, thorough compilation of visual and textual information that incorporates research on our target audience and the brand identity that we wish to create around the product itself. The logo we created previously will be seemlessly integrated into the overall package design.
Observe
Observe
The Studio Habits of Mind that will be explored in this unit is Observe.
To observe as an artist we must learn to go beyond normal looking. Observation starts with seeing things exactly as they are and appreciating it as such. Deeper observation, the type practiced by artists, sees things very closely, notices the details that are not immediately seen, and recognizes the subtlety of what is being observed. True observation also notices the messages that are being expressed by what is being observed as well as the hidden messages too.
Just as in develop craft, the ability for an artist to deeply observe their surroundings and then translate that into their work takes repeated practice.
How do you imagine the Studio Habit of Mind, Observe fits into this project? Why is it important that we closely Observe?
Artistic Concept
Artistic Concept
A concept is an abstract idea. Artists use different concepts to take those ideas from abstraction to reality. The concept being explored through the lens of the Studio Habit - Observe is Branding.
Branding lies in an artist's ability to create a whole identity for a product, company, service, or themselves that speaks directly to a very specific targeted audience. This visual message can be comprised of many different things from a logo, website, type, packaging, reputation, customer service, and even to consistent themes in an artist's overall design work. A brand should resonate with the intended viewer/audience on a personal and meaningful level and create strong bonds of connectedness.
What did you learn about "branding and identity" that was interesting or new?
What is Package Design?
What is Package Design?
The Importance of Packaging
The Importance of Packaging
Use the guided worksheet to answer some important questions about the everyday packages you see around you. Think about how these questions are important to the packaging you will be creating for your product.
The Design Process
The Design Process
Learn the ideation process that can be used in any area of design to work through problems to create unique solutions.
Brainstorm
Brainstorm
Begin at the raw ideation stage. Write down anything and everything that comes to mind about your product and company. Create a list of keywords that describe it and the emotional attachment you want your target audience to have when they view your package and think about the product.
Research
Research
Once you have an idea of several powerful keywords that describe anything and everything that is important to your brand, you can conduct pointed research. Use the guided exploration page to research the design of your package and how it will help to tie the entire brand together through visuals and text.
Elements of Art & Design
Elements of Art & Design
The elements and principles of art and design are the foundation on which all art is created. They can be thought of like a sentence. There has to be words in order to make a sentence; no words, no sentence. The elements of art are like the words. Without the elements - line, shape, color, value, texture, space, and form - there is no art. That doesn't mean that all elements of art must be used in an individual artwork, just like not every word has to be used in a sentence, but at least one must be present.
Observe will focus on the following element of art & design:
How is texture incorporated into these package design examples? How is texture supporting the product and brand? How can texture be an important connection to your target audience?
Principles of Art & Design
Principles of Art & Design
If we think of the elements and principles of art & design like a sentence, with the words being a metaphor for the elements, then the principles of art & design are the ways in which the words are arranged. The way in which you arrange the words of a sentence dictates the feel and meaning of it. More descriptive words, and the sentence gives more detail; less words, and the sentence reads sharp or abrupt. The principles of art and design are the way in which an artwork is arranged. Does it appear uneasy, or relaxed? Without the principles of design - pattern and repetition, contrast, movement, emphasis, balance, rhythm, and unity - an artwork would not have a unique look and personality to it. The principles of art and design are more subjective as well. This means that they can be viewed and interpreted by one person differently than they are viewed and interpreted by another.
Observe will focus on the following principle of art & design:
Learn some interesting aspects of the principle of art & design: unity
How is unity created in these package designs? How does unity support the purpose and mission of the product and the company?
video
preliminary sketch example
Sketch It Out!
Sketch It Out!
Based on your learning so far and considering the list of important keywords and research you've conducted, create a preliminary sketch that shows the top and two sides of your package design similar to the picture shown. Your actual package can be any shape or size.
Focus Group Feedback
Focus Group Feedback
Find an adult who is not familiar with your design, product, or company. Show this person your preliminary product package sketch. Using the guided note-taking sheet, ask your "focus group" the questions on the sheet and record their honest feedback. It is very important that they are honest with you and that you record what they say. By showing your preliminary sketch to an unfamiliar adult and recording their feedback you will be able to make specific revisions to your design that make it more successful.
Artistic Conventions
Artistic Conventions
A convention is an accepted way in which something is done. It's a variety of things that artists do to create a piece of artwork. Artists use their knowledge of the numerous different artistic conventions with corresponding methods and techniques to portray meaning in an artwork.
Each Studio Habit of Mind will explore different artistic conventions. In this example, the artist is using the artistic conventions that this unit will explore -color and emotional connection. Limited monochromatic color is used in this package design. The colors are meant to connect to space and technology with black and white being the connection to space and blue being the connection to technology. Emotional connection can be seen in this design through the ribbons of blue swirling from package side to package size.
This convention refers to the artist's ability to successfully use color to communicate to a target audience. Harmonious color schemes can range from monochromatic, complimentary, analogous, to everything in between.
This convention refers to the artist's ability to create a bond, or a connection to their target audience's emotions through various aspects of their design.
Composition
Composition
Composition refers to the arrangement of the elements of art & design according to the principles of art & design in any given artwork.
Composition is the key to creating a strong, aesthetically pleasing artwork in any medium.
Project Specifics
Project Specifics
Learn what to consider when designing a package so that it communicates clearly about your product and company and helps you build your brand.
Revised Sketch
Revised Sketch
Based off of the feedback given by your focus group and using the artistic conventions and composition knowledge you just learned create a revised sketch of your package design.
revised sketch example
Pick a Template
Pick a Template
Shown are just a few examples of package templates you can build your design from. Once you select a template, the instructor will send you a full scale version to use as a base layer in Adobe Illustrator.
advanced illustrator tutorial
Adobe Illustrator Tutorial
Adobe Illustrator Tutorial
Learn more advanced illustrator techniques to help you build your package design and brand as you envisioned it and in conjunction with focus group feedback.
After you receive the template begin building your package design using handmade, and some open source internet images, in Adobe Illustrator.
Graphic Designer You Should Know
Graphic Designer You Should Know
Paula Scher
Paula Scher is an American, practicing graphic designer who
Examples of graphic design work by Paula Scher.
Objectives
Objectives
National Art Standards
National Art Standards
Want To Know More?
Want To Know More?
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