Apply stages of the design process to create a visual communication appropriate to a given brief.
Detailed example
Packaging design
Brief:
A new package and surface graphics for the promotion of unprocessed foods for healthy body awareness is required for t-shirts, socks, stockings, singlet or beanies. Teenagers are the target audience. The product is manufactured in strong bold colours with names relating to fresh healthy foods ( e.g. vitamin-packed bananas, juicy apples, spicy chilli, fresh snap peas, fresh blueberries). The target audience has a design-conscious approach to their appearance and a sense of humour. They have part-time employment to enable them to make personal purchases outside of ‘essentials’. The purpose of the packaging is to promote the brand and advertise the product, as well as to package the product in an unconventional manner relating to a healthy food theme, to reignite interest in a relatively ordinary product. The surface graphics must attract the audience using a vibrant look that relates to their interests. The packaging must also carry information about its contents to inform buyers.
Students complete the following activities:
Research and analyse information relevant to the design task. Look at existing packaging that provides a variety of functions. Research products and graphic styles aimed at this target audience and design that uses humour as a device to attract attention. Analyse the use of design elements and principles.
Assess the amount of volume to be taken up by the product, folding, rolling, and scrunching, to evaluate and select possible directions to investigate further. Draw and record dimensions and shapes.
Begin with observational drawings of existing packages. Draw from different angles to consider shelf view. Use manual freehand visualisation drawings and annotation to generate a range of ideas. Use pencil, fineliner and marker to draw quickly and loosely. Use some two-dimensionally aligned views to explore ideas.
Apply critical and reflective strategies to note reasons for selecting the most effective options and record in annotations. Refer to the purpose and audience to reflect on how these have been addressed. Refer to the research material to assess if ideas stand out from the competition. Construct presentation drawings using one or two point perspective or paraline drawing methods. Use colour rendered three-dimensional views to show form/structure/materials, including details such as opening and closing, windows etc. Return to visualisation drawing and research to explore ideas for surface graphics using the defined compositional spaces of the selected package.
Evaluate ideas and select the most effective solutions to develop into concepts using appropriate methods, including photography, illustration, manual and/or digital methods of production, vector drawing and image alteration. Annotate reasons for choice.
Refine selected concept on computer-scan originals, download digital photographs, draw packaging nets and insert artwork. Print final designs on a range of paper finishes. Present final design including labels and wrappers attached to the package, or as full-colour perspective or paraline drawings, manually or digitally rendered to show surface design as seen in retail context.
Reflective thinking: gather feedback and evaluate final visual communication solution referring to the purpose and audience as described in the brief.