OUGD 504/ What is...

Task:

To gather 5 examples of 'print based' materials, concerned with BRAND & IDENTITY.

To gather 5 examples of Packaging

BRAND & IDENTITY

Brand Guidlines.

Most brand identities try and facilitate the idea of trust and reliability. However when it comes to Branding and providing an identity, it's no longer about a single, neat and tidy logo thats consistently in the same place. The way of thinking has developed into the products above. The brand is a place of recognisable communication and behaviour, it's not one type of constrained fixed thing.

PACKAGING

'The packaging becomes the Brand' - Jonathan Sands 'CEO of design company Elmwood.

 E.G: 'Dairylea' has become memorable for its compacted circle of little triangle cheese.

The difference in packaging could be the only factor left for a consumer trying to make a purchasing decision, if the price of products are similar, the consumer will pay the slight difference for a better designed product. Designers are challenging market conventions and trying to alter consumer attitudes by using unconventional materials to create innovative packaging, with SUSTAINABILITY coming more into play. As consumers become more green aware, a natural demand will set in for more restrained, economical and recyclable packaging. This can be seen in the way free plastic supermarket bags have been demonised, and how even the biggest supermarkets are turning, slowly, to more durable and re-usable alternatives.

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As a class, all the packaging was laid out. As a table, we had to arrange the elements into 3 groups of different quality.

GOOD aesthetics
OKAY aesthetics
BAD aesthetics

Group outcomes; 

(The top row represents the 'Good' products, whereas the bottom row represents the 'Bad' products)

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Good//  High quality printing, Textured, developed printing techniques, Innovative, Personal taste, Minimal, clean design.

Okay// Acceptable print quality, Over crowding creeping in, Colour choice stopping it from becoming 'Good' design, Industrial packaging, Mass production is a limitation which keeps prices down because of Bulk buying.

Bad// Cluttered/ Overcrowded, too much going on, tacky, Poor printing quality, Poor choice of colour, Un-innovative, repetitive.

Most common outcomes; 

TOP// Nice feeling stock, Sustainability, Expensive appearance, Durability, Net complexity.

MIDDLE// Disposability, Good durability but the design doesn't match, Not amazing design or stock - MUNDANE, Familiarity.

BOTTOM// Overcrowding, mass produced appearance, poor quality images, attempting Mimicry, packaging that isn't needed.

E.g's of Good/ Average Brand Identity/ Packaging...