Post on 12-Jul-2015
Fail Safe Approach toPackage Design
A detailed, step-by-step system, from beginning to finished product
Guaranteed to produce more effective packaging!
Dale Casto, President; Wright Design, Inc. 978-635-9997 dcasto@wrightds.com www.wrightds.com
The Packaging Design Process…Purpose
• Establish a step-by-step procedure
• Define client and designer responsibilities
Packaging Design: Client Preparation – Step 1
• Gather information and materials
• Get proposals from design firms
P h a se 1 : Co m m u n i c a t i o n s S t r a t e g yP h a se 2 : Co m m u n i c a t i o n s F i n a l i z a t i o nP h a se 3 : Co n c e pt D e v e l o pm e n tP h a se 4 : D e s i g n R e v i s i o n sP h a se 5 : F i n a l Me c h a n i c a l A r t
Packaging Design: Communications Strategy – Step 2
Develop Communications Strategy, including:
1. Brand Positioning
2. Communication Hierarchy
3. Mandatory ElementsB r a n d P o s i t i o n i n g F o r m u l a : I S I T…. ?
Packaging Design: Brand Identity/Logo – Step 3
• Designer develops multiple on-strategy options
• Client selects one, suggests changes (if any)
• Designer makes revisions; Client approves
• Designer prepares art files for multiple uses
Packaging Design: Designing the Package – Step 4
Copywriting• Design firm writes text and Client edits
Concept Development• Designer develops multiple on-strategy graphic options• Client selects one; suggests changes (if any)• Designer makes revisions; Client approves
Tasks after Design Completion• Client secures legal approvals• Designer selects photographer/supervises photography• Client secures UPC barcode• Client and Designer review printers/select a printer• Designer prepares art files to printer’s specifications
Designing the Packaging: Proofing & Printing
• Printer creates separations and plates
• Printer submits PDF for initial approval from Client and Designer
• Printer submits printed proof for final approval
• Printer schedules press run
Designing the Packaging: Case/Tray Design
• Designer creates case and/or tray design
• Client approves, designer sends files to printer
Entire packaging design process – takes 12-18 weeks
T h an k
yo u !
Contact Information
Many steps in this process are too complex to describe here…but if you’d like more information or explanations, please feel free to contact me:
Dale Casto
dcasto@wrightds.com
978 635 9997