Introduction to Package Redesign + Advertisement Campaign

For this project, you will be busy busy busy! You will create a new package for an existing product. Choose something which will inspire, encourage, and initiate lofty creative design ideas for the final work of this semester. I would suggest you choose a product which is in dire need of redesign instead of those packages which are already successful from their point of purchase delivery.

Some industries to look into include:
Beverage
Food
Beauty / Skin Care
Electronics
Household appliances
Office supplies
Fashion / Accessories

After you have completed your product redesign, you will create a series of three advertisements. The final ad series should be cohesive in design and relate to each other by one over-arching concept that is evident as a single campaign. The campaign should be related to purpose and drive of product design.

We will look at some big brand campaigns together and you will be responsible for research ad campaigns across multiple genres, interests and demographics on your own as well. See what it is that makes an ad successful or not so successful. Is there a clear message? Is it right for the audience? Is it right for the product?

Download and review the full project brief here:
www.catnormoyle.com/classdocuments/04_Package_Redesign_and_Advertisements.pdf


Wed    NOV 2
Introduction of Project #4

Mon    NOV 7
Get approval on product. Why are you going to redesign this package? What is the problem? Introduce Class exercise 5: Writing a creative brief

Wed    NOV 9 
In-Class workday

Mon    NOV14 
Workday / Class exercise 5 due

Wed    NOV16 
In-progress critique – package designs + mockup review + advertisements

Mon    NOV21    Thanksgiving Holiday
Wed    NOV23    Thanksgiving Holiday

Mon    NOV28 
Finalize product redesign + Advertisements / Last check-in before final critique.

Wed    NOV30 
Project #4 Final Critique / Present Boards + Final Prototype

Mon    DEC5 
Turn in Digital Archive due between 5:30 - 6pm.

Final Critique - Book Cover Designs

Great job designing book covers! Check out the work from our third critique of the semester. There has been so much improvement already.

Class Exercise #4: Mockups

Due: Wednesday, October 26
A mockup is a scaled or full-size model of a design or device, used for teaching, demonstration, design evaluation, promotion, and other purposes. A mockup is called a prototype if it provides at least part of the functionality of a system and enables testing of a design.

For homework, you must
1. Finish designing your book cover to scale in Photoshop and/or Illustrator. Set up your digital file to look like this...

2. After your design is in Photoshop or Illustrator, place the flat file in a new file. Resize to a half scale mockup, like this...

3. Print, trim to size, and fold along seems to create half scale mockup. You can print this landscape on an 8.5''x11'' piece of paper. make sure to use a quality paper to give color and design justice. Craftsmanship and aesthetic will be considered in critiquing mockups.

4. In class on Wednesday, we will swap designs with another student. You will critique each others work on Overall composition / hierarchy/ alignment, color, typography, of of course... concept/meaning.

Only those who complete their mockups in entirety will be able to participate in exercise. Come to class prepared!

Schedule Changes

If you are behind on concept development, get caught up on all your sketching this weekend. By Monday, October 24, you should be finalizing your cover designs in Photoshop / Illustrator.

On Monday, we will start our mockup exercise.

Reminder of design process needs. When you turn in your final board and mockup for final critique, you must include process. Below is a list of my expectation of design process.

1. at least 25 sketches of initial idea generation - these are thumbnail sketching / fast thinking / sketches meant to convey ideas... 
2. Additional materials that demonstrate thinking and concept development like photos, collage, type, color, etc. related to your projects. 
3. Three Refined concepts (different directions) of the book cover in its entirety including how the design will layout on back, spine, and cover.
4. Final Design refinement (computer variations, mockup, etc.) - Any refinement steps conducted after concept has been finalized.

Schedule Changes:
Monday, October 24: Finalize book cover designs on computer, Introduce exercise 4 - mockups
Wednesday, October 26: Exercise 4 continued. workday.
Monday, October 31: Final critique Book Cover Design. Turn in (1) Board + (1) full-scale Mockup + (1) Design Process packet.

Expectation for In-Progress Critique 10/19

Hey folks,

Great job kicking off this project last week with research and presentations. I strongly encourage you to continue your research / learning on an individual basis as you move into idea generating + brainstorming and conceptualizing phases.

Next week we will begin with one on one meetings and finish up the week with a group in-progress critique of design phases. For the critique, you are expected to have
1. sketches of initial idea generation as well as any other materials that demonstrate thinking like photos, collage, type, color, etc.
2. In addition, you should have 3 refined concepts (with different directions) of the book cover in its entirety. This means by Wednesday, you should already be thinking about how concepts will layout on back, spine, and cover.

I look forward to seeing how each of you move forward individually on your projects. 
Have a great weekend!

Class Exercise #3

Prepare a presentation that discusses your book in detail. This presentation should be about 10 minutes and include information about the plot, characters, theme, tone, and genre. The presentation should also include analysis of past book cover designs. Each group will have another 10 minutes for Q & A.

Your presentations must include:
1.    Information regarding plot + characters
2.    Information regarding theme / tone / genre
3.    Previous book cover analysis
4.    Book designs of Inspiration (Your group should look at books with similarities of book assigned. For example, choose inspiration cover designs that work with similar themes, plots, etc.)

Note: Your presentation should be designed well and consider layout, type, etc. All presentations should be in digital format either using powerpoint or keynote. Turn in one digital file per group.

This will be a group project that earns a group grade. However, you will also have the opportunity to grade each other regarding participation, effort, etc. Each member of the group must fill out an evaluation form and grade each student (including yourself). You must add comments to justify grade given.

Click here to download evaluation form.

Online Resources for Project 3

Archive of book cover designs - lots of stuff here: http://bookcoverarchive.com/
http://blog.bookcoverarchive.com/2009/11/1504/ 

http://www.bookcoverdesign.tumblr.com

Blog examples: http://www.1stwebdesigner.com/inspiration/beautiful-book-cover-design/
http://nytimesbooks.blogspot.com/2008/11/my-favorites-of-2008.html
http://nytimesbooks.blogspot.com/
http://wellmedicated.com/lists/45-beautifully-designed-book-covers/
http://www.smashingmagazine.com/2008/04/14/excellent-book-covers-and-paperbacks/
http://www.onlineuniversities.com/blog/2010/01/judging-the-book-50-most-captivating-covers-of-all-time/

Some company sights that design book covers:
http://www.bookcreatives.com/
http://1106design.com/
http://www.dotdesign.net/

Previous student work: http://gsuexamples.blogspot.com/2009/08/grd3000-book-cover-designs.html