Packaging design process
My packaging design process generally consists of three phases, the first one being the C-sketch phase. This is the exploratory phase when I go through the brief, and depending of the nature of the project I do research and analysis and make up a strategy. I look at the competition and other products in both the category and similar segments. In this phase I prefer to make sketches by hand. I often combine freehand with tracing my older sketches, and sometimes I make them part freehand, part traced from illustrator. In this phase there is no right or wrong, colors and ideas are tested and quantity is more important than quality. The aim of this phase is to find the right idea to move forward with. I find it an advantage when discussing ideas to use hand drawn sketches, this keeps the focus on the idea and not on the choice of typeface, color, pictures, illustration etcetera. It is my belief that creativity will be constrained if the entire process goes on staring at a screen. The eye-brain-hand connection is more direct when using pen and paper.
The next step is the B-Sketch phase where the better ideas from the first phase are put to test. The sketching continues in illustrator, and this is also where I make dummies to get a 3D experience of the design. I print a lot during this phase, I find that crucial to find the right type size and general proportions. I also like to make shelf-tests, either by making a mock-up in photoshop, or by taking the dummies to the actual shelf where it is to be sold. It is very important to find out how it works from a distance and in its final context. A package is a 3D object with six sides (give or take some depending on the construction) it is rarely seen straight from the front, the side panels need to be designed with this in mind. The next two pictures shows part of the process from B- to A sketches.
In the A-sketch phase the finish line is within sight, often more than one idea is presented, or varieties of an idea, such as different color combinations, and the design should look shelf-ready.
