Lecture 08.pptx

Multimedia & Business Packaging Design – Revisited The Design Process Dr. Mohammed Maree Phase 4: Design Refinement The chosen packaging design is now refined for the final time. The client may request changes to color, typographic treatments, or graphic imagery. The go...

Multimedia & Business Packaging Design – Revisited The Design Process Dr. Mohammed Maree Phase 4: Design Refinement The chosen packaging design is now refined for the final time. The client may request changes to color, typographic treatments, or graphic imagery. The goal is to resolve the design so that it communicates the intended objective as best as possible. Phase 4: Design Refinement The final brand identity is given very careful attention. The shapes of the letterforms are balanced, and the kerning, tracking are refined. Structural dimensions, secondary copy layout and positioning, colors, and imagery are all reviewed. All copy, including mandatory copy, is proofread. All legal and regulatory requirements are checked by the design team and approved by the client’s legal representative as necessary. Phase 4: Design Refinement BILLBOARDING: The term billboard refers to individual packages of a brand of products that, when positioned together, effect a strong visual on shelf. Creating a billboard is a way for a brand to leverage its shelf presence to produce greater visual impact Phase 4: Design Refinement Phase 4: Design Refinement FINAL APPROVALS Phase 4 should end with the client’s approval of the final comp. Since client-designer communication does not always take place in person, having a copy of whatever has been presented to the client enables both parties to communicate while referring to the same design. Phase 5: Design Finalization and Preproduction Getting the final approved packaging design ready for production is the next step, and the designer or the design firm may be responsible for preparing the final production files. This task is made easier if all of the design files have been organized throughout the process so that they can be easily identified and readily accessed. The job is now ready to be passed along to a production professional and, ultimately, submitted to the printer. The designer’s last responsibility will likely be to attend the first press check. A press check is where the designer meets with the printer on-site to review the specifications (specs) of the job and to oversee the first print run in order to establish quality standards or ensure that the print run meets previously established quality standards. Phase 5: Design Finalization and Preproduction PREPRODUCTION CHECKLIST: The following must be provided to the printer: Digital mechanical files All fonts Color proofs All high-resolution image files Identification of layer separations, color channels, etc. Color specifications (i.e., four-color process (CMYK), spot color, etc.) Specifications for finishing techniques (i.e., coatings) Specifications for die cuts and/or windows Key Points about the Design Process Understand the long-term strategic objectives for a product or brand. Analyze the product and category characteristics. Paint a picture of the strategic objectives in the marketing brief. Involve all the stakeholders. Manage time appropriately. Ask pertinent questions up front. Follow a sequential design process. Establish visual hierarchy. Consider sustainable packaging options. Keep the consumer in mind at all times. Assess how the potential design solutions communicate in the retail environment. Be able to define, defend, and provide a rationale for design concepts. Present flawless comps. Plan for production. Check and double-check production files for accuracy. TITLES AND FUNCTIONS The following list of job titles and functions (which may differ from organization to organization) highlights the variety and diversity of the professional roles and responsibilities in packaging design: Chief executive officer (CEO)/principal/partner/owner: Leads the organization Develops organizational goals, operating plans, and policies Defines short- and long-range business objectives Directs and coordinates all managerial activities Accounts for budget, finance, profit, and return on investment (ROI) Delegates responsibility and authority TITLES AND FUNCTIONS Managing director: Has overall responsibility for revenue, budget, marketing, client services, and day-to-day operations Creates and enforces business objectives and goals Has authority over all human resources and project management Chief sustainability officer: Has overall responsibility for leading, managing, and coordinating all sustainability initiatives and decision making within the organization Oversees legal compliance, sustainable business strategy, environmental protection, and health and safety issues, as well as internal and external stakeholder compliance TITLES AND FUNCTIONS Chief creative/design officer (CDO or CCO): Manages client expectations Works actively with the marketing team Coordinates the creative team Generates and presents strategic concepts Maintains accountability for quality, deadlines, and budgets Accounts for all creative deliverables Develops the creative brief TITLES AND FUNCTIONS Director of client services/account executive: Represents the firm to the client Serves as a liaison between the client and the designers Communicates with both the design team and the client regarding objectives, strategy, budget, and service-related matters Writes marketing plans, proposals, and case studies Presents the firm’s capabilities and projects Manages workload Prioritizes business and marketing services TITLES AND FUNCTIONS Design director: Assists and supports the creative director Translates the vision of the creative director and/or chief design officer Clarifies, directs, and is accountable for design initiatives and the strategic direction of projects within a group Develops design briefs Manages project objectives Leads the design strategy process through close partnerships and collaborative efforts with marketing groups and other cross-functional teams Leads, manages, and mentors design teams Accounts for design-led initiatives Manages relationships with external vendors Responsible for project budgets Utilizes strong visual, written, and oral communication skills Partners within cross-functional teams Manage multiple projects with time-sensitive deadlines Manages network of freelance designers, illustrators, photographers, strategists, copywriters, and suppliers Works using industry-standard software Understands trends and cultural contexts TITLES AND FUNCTIONS Design manager: Manages the design studio Maintains supplies and materials Establishes internal project goals Assigns projects Ensures smooth workflow Determines and reviews project schedules Oversees the quality of work produced Coordinates release of presentation and finished work Serves as a liaison to outside vendors Coordinates project-related services and materials TITLES AND FUNCTIONS Production manager/coordinator: Manages and is accountable for the timely delivery of mechanical artwork and separation files to printer/suppliers in order to deliver packaging on a timely basis Creates all projects in the proper project management format using the appropriate tools Schedules and runs production meetings Consults with project leaders on timeline development Manages production process issues Acts as point of contact for external production vendors Reports any scheduling issues to project leaders Ensures that the digital artwork, separations, and print production are high-quality and handled efficiently, cost-effectively, and occur in a timely manner Determines and manages the production budget and necessary resources Maintains production schedules Establishes printing procedures and quality standards Manages production software and workflow utilities Creates digital files in spot-color, four-color process, or multicolor processes Troubleshoots electronic issues (e.g., file creation and management)Proofreads and generates files for routing and approval Approves color proofs, color standards, and printing TITLES AND FUNCTIONS Senior designer/associate designer: Manages overall creative direction aimed at planning, creating, and producing packaging designs Interprets the design director’s needs, vision, and strategy Articulates client requests and translates creative briefs Creates visual presentations Supports the writing of creative briefs Interprets the brand strategy and architecture Prioritizes and manages multiple deadlines, including the entire design and development process Researches consumer trends Develops strategic concepts and color schemes, and turns design ideas into tangible visual commodities Establishes the conceptual and stylistic direction for creative work Leads, coordinates, and oversees design staff and freelance resources Coordinates illustration, photography, prepress, production, printers, suppliers, and vendors Oversees art direction of photo shoots Reviews and approves press proofs Attends press runs and press checks Budgets expenses Interacts and effectively communicates with people at all levels of the firm TITLES AND FUNCTIONS Designer/junior designer/assistant designer: Supports the design team Executes the senior designer’s initiatives Researches materials, resources, competition, and marketing trends Assists in presentation development Conceptualizes innovative and creative ideas Plans, creates, sketches, and produces innovative design concepts Produces presentation comps Assists with photo styling and retouching Assists with studio organization and archiving Utilizes industry standard software Possesses sensitivity to detail in layout, color, and typography Demonstrates enthusiasm and strong time-management, communication, and organizational skills Produces work in a fast-paced environment Supports cross-functional teams TITLES AND FUNCTIONS Independent design consultant/permalancer/freelancer: Provides services to a design firm on either a semipermanent or as-needed basis Produces conceptual strategic design solutions Multitasks and prioritizes work Manages tight deadlines Writes proposals Develops and meets budget goals TITLES AND FUNCTIONS Marketing manager: Directs and oversees all marketing activities Develops marketing strategy Evaluates marketing environments and prospects Makes recommendations for potential services or products Defines the project development process Conducts research Synthesizes consumer data Sources consumer insights relating to product and packaging technologies Plans and guides the strategic direction of a project Motivates the team TITLES AND FUNCTIONS Brand manager: Directs all aspects of marketing programs for specified products Develops and executes marketing strategies Directs advertising, packaging design, and all promotional activities related to the brand Hires research firms and conducts research Sources, organizes, and manages design objectives Evaluates new products Ensures the success of the brand TITLES AND FUNCTIONS Consumer psychologist: Applies the science of psychology to the consumer products industry Researches, examines, and explores issues affecting consumer opinions and reactions, from purchasing decisions to shopping patterns Provides services to support both the design and the business aspects of understanding marketing strategies TITLES AND FUNCTIONS Market research professional: Manages the activities that provide information relating to sales potential and market conditions for a company’s products Directs the investigation of trends Explores market developments Analyzes sales data Provides market recommendations R & D professional: Manages research programs and activities to facilitate the introduction of products, processes, and/or designs Recommends improvements to existing products, processes, and/or designs Develops brand or product improvements and marketing opportunities Translates research into the development of expanded or diversified offerings TITLES AND FUNCTIONS Industrial designer/product designer/packaging engineer: Employs a range of expertise, from creative to engineering to product design and packaging structure Solves problems, innovates, and is able to combine human factors, structural design, materials, and aesthetic appeal Works with multidisciplinary and multifunctional teams Uses computer-aided design (CAD) software to find solutions to design problems Identifies the proper materials for the packaging Assesses manufacturing and production capabilities TITLES AND FUNCTIONS Supplier/vendor: Develops technology Manufactures packaging structures and closures Manufactures materials for packaging and collateral printed matter Represents the companies that supply packaging services and materials, including paperboard, plastics, glass, films, and metals Provides services ranging from embossing, die-cutting, and prototyping to tooling, converting, and printing Works with both clients and designers on packaging technology, machinery, and manufacturing Determines and communicates production costs and cycles