flexible is everything

To start with, Let's watch a video about microsoft ipod. This may raise your interest on package design.

Which one is better? Microsoft?or Apple?XDD

On 17/11, I attended a lecture by Ms.Harriet Chan, a professional brand designer from Landor Associates. And I learn a lot from this great designer~:)

http://www.landor.com/

Landor Associates is a San Francisco-based brand and creative design consultancy.
Landor offers brand research and valuation, brand positioning and architecture, naming and nomenclature systems, corporate identity and consumer packaging design, branded environments, copywriting and digital branding.


Her lecture focused on package design. This topic is really interesting to me because I am not familiarize with this and I love to know how package can make products different to others. She raised some questions for us to think:

Must be constistent?

Logo must be huge on pack?

Product shot is mandatory?

More messages mean more reasons to buy?

Font is all the matters?

Follow the category code?

Only a box..?

She showed us many many examples and told us that package design should be flexible. We shouldn't be limited by some old thinkings. Still, being a package designer, there must be something to be considered. They are 1)objective, 2) priority of communication, 3)target audience and 4) solve the existed problems. She said you can be creative only when the clients are also creative as you are~XD

Also, for some old companies, there must be some elements that they want to preserve on their products, these elements which cannot be changed are called hard points, and others that can be chaged, are called soft points.

At the end, she introduced some terminologies in the field of package design, for example, BI-brand identity, FMCG-fast moving consumer goods, FMOT-1st moment of truth, which means the thing that you see on the product at first sight and SMOT- 2nd moment of truth . Someday, these words may be useful for you~!:D

She shared with us a interesting video. Let's see:


Must cars be made by metal? No!!!!!!!!!!!

Be flexible!!!!!