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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 InDesign as a layout and production tool.

 

Description

Redesign an existing music CD jewel case (tip: choose a local band with a poorly designed CD package). Make improvements in any of the following areas: layout, band logo, photography, illustration, typography, copywriting, marketing objectives. Keep in mind who the target audience is. Your CD package must include the following elements (download templates):

• Jewel box cover (2 or 4 panels)
• Jewel box tray card
• CD imprint*

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 CD jewel case art. Be sure to review books, annuals, trade publications (Print, How, Communication Arts). Also explore your own music collection. Look specifically for creative concepts and creative use of typography, photography or illustration. Publish your research on your personal Process 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 CD jewel case package you want to redesign. Research your client. What is their target audience? What is unique about their music? Who is their competition? If available, visit their website and download pictures you may want to use. 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 a shared Google Doc or an attached Word file to pyoung.parkland.edu@gmail.com.

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 Process Page for critique along with scans of your client's current CD jewel case. Be prepared to discuss how your design fulfills the client's marketing objectives. Also print your sketches for your Process Book.

5. PROOF: Based on the critique of the above, use InDesign and the supplied templates to execute at least two versions of your best idea (present at least one proof with an alternate font choice). Export JPEGs from InDesign (scale/crop in Photoshop: no wider than 800 pixels) and publish them on your personal Process Page for critique. Be prepared to talk about what design principles are utilized in your layout. Also print a high-quality color proof for your Process Book.

6. FINAL CRITIQUE: Based on the critique of the above, revise your design (if needed). Produce a fully conceived "comp" of the finished designs. Add revised JPEGs of your designs to your personal personal Process Page for final critique (do not delete older versions). Prepare a presentation to "sell" your design to the client during final critique. Be prepared to justify your design decisions and talk about how your solution fulfills the marketing objectives outlined in your brief.

7. GRADING: Print and assemble two complete CD packages (color lasers must be trimmed, folded and inserted into the jewel case, a blank CD with the imprint art must also be created*). Submit two complete CD packages for grading. The instructor will keep one copy and return the 2nd graded copy to you. At the final review, bring your graded copy along with all the preliminary work you did for the project (research, brief, sketches, preliminary proofs, final color comp) filed in your Process Book. You will not receive credit for this project if any of the above elements are missing.

8. PORTFOLIO PREPARATION: If you are happy with the results of this project, consider including it in your portfolio. If necessary, continue to make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.

9. EXTRA CREDIT: Submit your project into next year's student show by printing an art gallery quality proof and mounting it on foam board. Also prepare an archival quality JPEG (800px wide, no larger than 200K) and submit your project using the online entry form at gds.parkland.edu/show. Your project may win a cash prize and be published in a showcase of student work on Parkland's website.

*We will have access to Parkland's high quality CD inkjet printer for this project.