Packaging for art

Half day in-company training course

Key areas

Hotspots
Impact
Typography
Colour
Waterfall versus full-facing
Different materials

Packaging session

Half day in-company training course

Aimed at editors, publishers, marketers and art directors, this one day session will analyse existing packaging and examine how it can be more effective in the light of FMCG experience and practice.

Facilitated by Richard Sharpe, editorial consultant and director of ETC, with input from FMCG expert Jeremy Scholfield. Jeremy founded ‘Skin’, a new branding and design consultancy in 2004, and specialises in brand identity, packaging design and retail identity and graphics. He was previously a Board Director of Interbrand, where his clients included Unilever, Procter & Gamble, Marks and Spencer, Waitrose, Seagram and The National Trust. Before this he was a Board Director of Newell and Sorrell where he managed and directed their Boots’ business for over 12 years, as well as working with Halfords, Schweppes, Austin Reed and Warehouse. He has won three DBA Design Effectiveness awards, two Clios and an International Global Award.

Outline

Introduction

Introductions and personal objectives
The structure of the half day
Magazines among FMCGs

FMCG principles

To use FMCG packaging principles to stimulate thinking and debate on the creation of more effective magazine packaging design. This could potentially act as a catalyst or platform for the definition of guidelines and principles for the creation and design of packaging for your titles.

Similarities between FMCG and magazines

Store environments
Crowded shelves
Time pressured consumers

Facts and figures: ie 90% of FMCG purchasing decisions are made at shelf

Good FMCG pack design principles

Hierarchy of information - effective communication on pack
Innovation in packaging - use of materials and formats, print techniques - gift packaging
Effective promotions on pack - pack violators, integrated elements etc

Summary of principles
What effect would these principles have on some current magazine packaging?
Group discussion and selection

How could we apply these principles from FMCG?
Delegates will work in groups to analyse a magazine’s packaging and redesign the packaging in line with the useful principles of FMCG packaging. They will present their results for general discussion.

Guidelines for your magazines
Group discussion of the best guidelines to take into the design and packaging for your magazines.

To discuss your specific packaging needs, please contact us.