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Objective

To develop conceptual thinking skills. To communicate ideas visually and verbally. To explore illustration and photography styles. To apply design principles to real-world visual communication problems.

 

Secondary objectives

To utilize Adobe Illustrator as layout and production tool.

 

Description

Redesign the box of an existing gourmet food product (hint: choose a poorly designed box). Make improvements in any of the following areas: layout, logo, photography, illustration, typography, copywriting, marketing objectives. Keep in mind who the target audience is.

Your design must show an understanding of unity, emphasis, balance and color theory. When appropriate, utilize rhythm and depth as well.

Note: High resolution stock photos and illustrations are available from Photospin. Contact your instructor for more information.

 

Procedure

1. RESEARCH FOR INSPIRATION: Research existing award-winning gourmet food packaging art. Be sure to review books, annuals, trade publications (Print, How, Communication Arts). Also explore local specialty food stores such Common Ground Food Co-op, Strawberry Fields, Art Mart, World Harvest, Euro Mart, Walnut Street Tea Company, Natural Gourmet, etc. Look specifically for creative concepts and creative use of typography, photography or illustration. Publish your research on your personal projects page for critique (be sure to caption each image and cite the source). Be prepared to explain why these examples are successful.

2. MARKETING RESEARCH: Find a gourmet food product box you want to redesign. Research your client. What is their target audience? What is unique about their product? What does the competition look like? Analyze your research and write a written statement of objectives in the form of a memo (see sample brief). Be sure to include descriptive adjectives in the "character" paragraph (see vocabulary wheel ). Have your brief reviewed by the Writing Lab, then email your brief as an attached Word document to pyoung.parkland.edu@gmail.com (or use Google Docs and publish a link).

3. INCUBATION: Absorb the information you have gathered and sleep on it. Allow your unconscious mind to make connections for you.

4. DEVELOP THE CONCEPT: In your sketchbook begin to conceptualize ideas for this project (see examples of sketches). Make at least 10 sketches of all possible directions you might take this project. Edit your concepts down to your best three ideas and redraw them on 8.5 x 11 white paper using a felt tip pen. Scan (scale/crop in Photoshop: no wider than 800 pixels) and publish your concepts on your personal projects page for critique along with scans of your client's current box. Be prepared to discuss how your design fulfills the client's marketing objectives.

5. EXECUTION: Based on the critique of the above, use the computer to translate your sketches into digital files. Export JPEGs (scale/crop in Photoshop: no wider than 800 pixels) and publish them on your personal projects page for critique. Be prepared to talk about what design principles are utilized in your layout.

6. PORTFOLIO PREPARATION: Based on the critique of the above, make adjustments as needed. Add revised JPEGs of your designs to your personal personal projects for final critique (do not delete older versions). If necessary, make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.

7. GRADING: Submit two high quality laser proofs with your name on the back for grading. One proof will be returned to you after grading. File the graded proof in your Process Book for individual review along with all the preliminary work you did for the project (research, brief, sketches, preliminary proofs, final color "comp"). You will not receive credit for this project if any of the above elements are missing.

8. STUDENT GALLERY ARCHIVES: Prepare a low resolution PDF (smallest file size) of your project and drop it in Angel's drop box. Your project may be published in a showcase of student work on Parkland's website.