Course Details

1. Identify the impact of a strong Brand Identity visualized both through the logo and package design. Develop a visual proposal which encapsulates the essence of the brand, the particularities of the individual product and interpret these into an innovative design solution.
2. Evaluate the significance of package design in the marketplace through a brief familiarization with the studies of semiology and social psychology.
3. Create packaging proposals which visually translate, promote and communicate the required qualities of the content with the specified audience whilst stimulating and constructively questioning the possibilities and boundaries of contemporary package design.
4. Identify the importance and the possibilities of a functional and creative integration of necessary surface information systems by acutely employing the use of color and typography.
5. Employ effective forms, innovative materials and appealing surface graphics focusing on the creative exploration of these areas.
6. Examine the potential of form in relation to the formal or symbolic qualities, restrictions or particularities of the proposed products or concepts.

Brand Awareness and Definition: The Brand as the unique identity of a specific product, service, or business. The ways in which the customer relates, recalls and recognizes the brand. Defining and creating a unique brand image for the product through package design. Constructing a product identity through a successful design process.

Package in Contemporary Consumer Culture: The practical and theoretical use of packaging in contemporary culture. The impact of packaging design and the semiological implications involved in the design process towards the formation of product consciousness and vice versa.

Typography for Packaging: Typography as a vital design element in package design. The grid system and the importance of uniformity. Layout organization. The use of text and display typography in conveying information and shaping a distinct visual identity. Visualizing the three dimensional space in two dimensional format.

Color and Semiology in Package Design: The use and meaning of color in package design. The use of color coding in marking various product ranges. The impact of color use and color signification. Color and semiology. Communicating unconscious understandings through design.

Form and Function in Package Design:Examination of current trends in package design; surface graphics, structure, materials, form and display. Examination of the relationship between product type, product storage and size, affect the package design structure. Alternative package design proposals.

• What Is Packaging Design? Giles Calver. Rotovision. 2007.
• Package Design Workbook: The Art and Science of Successful Packaging. Steven DuPuis, John Silva. Rockport Publishers. 2011
• Color Design Workbook: A Real World Guide to Using Color in Graphic Design. Adams Morioka. Rockport Publishers. 2008.
• Paper: Tear/ Rip/ Crease/Cut. Raven Smith. Black Dog Publishing. 2009.
• Papercraft: Design and Art With Paper. R. Klanten, S. Ehmann, B. Meyer. Die Gestalten Verlag. 2009.
• Typeface: Classic Typography for Contemporary Design. Tamye Riggs, James Grieshaber. Princeston Architectural Press. 2009.
• Designing with Type: A Basic Course in Typography. James Craig. Watson Guptill. 1999
• Mythologies. Roland Barthes. Farrar, Straus and Giroux. 1972.

• An extensive list of visual references is available to the students on the e-learning site of the course. These include contemporary graphic design publications, visual work, online content relating exclusively to package design, PowerPoint presentations