Final feedback for Unit 54 – Delish project

Excellent work here Anne-Marie – final grade Merit

Well done!

See feedback below

assessment-unit-54-anne-marie

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Delish Packaging Evaluation

For this unit I designed three packaging designs for an artisan savoury cracker company called Delish. I used the program Adobe Photoshop and Adobe InDesign to create these three packaging designs, and presented them to the lady representing Delish.

Effectiveness

A problem I came across whilst designing my packaging was using the the tools available. I found Photoshop difficult to use because I had little experience with it so understanding how each tool worked and what effect they had on my design was difficult at times. I solved this by trying all of the tools out and undoing what functions I did not want so I therefore understood the program better. Another problem I encountered was the macs freezing up occasionally whilst designing my packaging. To resolve this problem I saved my designs consistently whilst creating them so that if the mac froze up I could shut down and restart the mac without losing any progress or unsaved work.

I could improve my designs by choosing softer colours, for example in my second design the background layer colours which were purple and blue they compliment each other well but would look better  if the colours were softer. In addition I could make the text less tacky and more professional like.

Response to feedback

The lady from Delish gave feedback for each of my designs, with a pro and a con for each. For my first design she liked the photographic background, and also the handwritten font and logo. However for this design she did not like the fish aperture. For my second design, she liked the design as a whole. However she would change a few things such as exchanging the flame graphic for a surf spray graphic and use an alternative seaweed graphic to be kelp or coral. For my third design she liked the overall design, especially the ‘under the sea’ effect. However given the graphic mermaid includes over four colours, it could not be included if it were to be produced as this would be a cost implication due to the amount of ink needed.

Creative ability 

Personally I think I did well in creating my designs. My technical skills could have been better which I could of improved with a little more experience and instruction, but overall given the limited skills I had I think my designs turned out fairly well. If I researched each tool and how it worked I could have used them more effectively, but the tools I did use gave me an advantage in designing my packaging. I think I was quite creative with my designs, as I used different ideas to represent one flavour instead of an individual for three different flavours. I chose unconventional ways to reflect the flavour rather than using images/graphics that were the product itself, which shows creativity in representaion. I also used a range of colours that suited the product.

Finished Product

Final Design 1

For my first design I constructed it the way I did because I wanted to reflect the seaside/ocean element of Spicy Cornish Seaweed. Firstly I reflected it by using a photographic background of the sea. I decided to use a photograph instead of a digital design or solid colour because I thought this would make the package stand out more and look more professional, so therefore it would be more visually pleasing. I also decided to construct it with a fish aperture because I thought that it would be a good idea to show the product inside so that if the design were to be used on the shelf, customers could see the product they were buying. I used text that was a similar colour to the background so that it would not clash, but chose colours that were readable and noticeable against the background. The colours I chose were cream, and for some of the text I used the overlay layer style. The logo and flavour font were designed in InDesign with the paint tool, which I used for all three design ideas. I chose to do this because that way the logo and flavour font design would be more creative and individual, rather than a duller, pre-made font.

Technically I think the design looks good, but could be improved if I used a wider range of tools because if I did this it would look more professional.

What’s visually pleasing about this design is the colours are all soft and not too harsh to the eye. The photographic background is also a plus, as it adds quirk and has a modern vibe.

Final Design 2

For my second design I constructed it the way I did because I wanted to reflect the spice and the seaweed combination in Spicy Cornish Seaweed. I reflected this through the graphic design of the flame and the seaweed, which I decided to use to represent the combination. Technically I think this looked good as it didn’t look tacky and the images looked suitable overlaying. For the background I chose two complimenting colours that were separate to the graphic design – dark purple and light blue. In the design the purple has turned out darker than originally intended, however still suits the design well enough so technically it looks okay. The text I used were the same blue and purple as used for the background, but the blue was on the purple background and vice versa. I also added drop shadow in order for the text to stand out from the packaging, and so it was easily readable. Technically this was done well and looks effective.

What’s visually pleasing about this design idea in particular is that the design is bold which means that it stands out against other products on the shelf, and the colours compliment each other well.

Final Design 3

For my third design I constructed it the way I did because I wanted to create an alternative design to represent the seaweed in Spicy Cornish Seaweed. I decided to reflect this through the graphic design of a mermaid, who is a common mythical feature of the ocean, which relates to the flavour of Spicy Cornish Seaweed. Technically I think this part turned out well as it compliments the colour of the background and also the rest of the design, and the complex design of it contrasts the simplicity of the rest of the front section. The background is an ocean blue with some sections showing an underwater view of the sea, which has an added overlay effect. I designed it this way because it reflects the ocean theme and also in a way gives the mermaid graphic a habitat. Technically I think this looks good because it looks soft but bold and the text stands out against it so it’s readable.

What’s visually pleasing about this design in particular is the bright colours which stand out, but are not too loud. It’s colourful which will attract customers and the logo is aesthetically pleasing.

Comparison

In comparison to the existing professional artisan style designs on the market, my designs have similarities They are similar in some ways – they include the standard text, slogans and food related symbols (e.g. bar code and recycle) and graphic designs e.g. the mermaid design. However in comparison they are different. Some differences are that typical artisan products on the market nowadays don’t include brighter colours like in my designs. They also don’t typically have bold logo designs – they usually include smaller, thinner fonts. In my design, my logo is bold and eye catching so that the customer can easily recognise the brand off the shelf and so that the brand appears more fun, so therefore more appealing.

My designs compare differently with my original intentions in some aspects, but have still turned out well. For all my ideas, my original intention was that the box would be a different shape, more like a pouch. Instead the box is more oblong which is an improvement as the box would then be more durable. There would be a sticker on all three of my designs stating the flavour, but this idea was ditched due to size. Instead I used a font which I designed myself, which is better as it is clearer and makes the designs look more exciting.

In my first idea, what is different is that the fish aperture is vertical. My original intention was that it would be horizontal, but due to the box proportions it had to be changed to be vertical. This is an improvement as it allows for more product to be shown through the aperture.

In my second idea, the seaweed and flame graphic is different as my original intention was for it to be larger, but due to box proportions and the placement of the flavour font it turned out smaller than expected. However this is an improvement as it means that you can see what flavour it is easier and the design in general looks more visually pleasing.

In my third idea, my original intention was for there to be a square/rectangular aperture to show the product and the mermaid graphic would be sitting on top of it, as though the aperture were a rock. However this is different in comparison to my original intention as in my final idea there is no aperture, just the mermaid in the middle. There is no aperture due to the proportions of the box design, and the original idea would not work as well. However the final version is better as it shows the mermaid graphic better.

 

Process and Production

For my first design, my idea was to have a photography based design that focused on the flavour – Spicy Cornish Seaweed.

The first step I took was importing the net design into Photoshop so that I had a basis to work with.

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Transparent net

I then transformed it so that the design was not transparent, and added a photographic layer of the sea to emphasise the sea theme of spicy Cornish seaweed. To do this I used the magic tool and selected the net design and imported the photograph. I then used Adobe Illustrator to create a logo design. The design was the word ‘Delish’ in a bold and curvy font in the colour cream, which I created with the paint tool. I then copied and pasted the design from Illustrator to Photoshop.  Originally on Illustrator the design was black but I converted it to a cream colour on Photoshop with the colour and layer style function. I then used the layer style function to add a drop shadow manipulation to the logo so that it stood out more and looked softer. I then used the function ‘free transform’ to re scale and place the logo.

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Adding the layer style drop shadow to the logo design.

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The photographic background and the logo.

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The original Delish logo design (a screen grab from later on including later stages).

I then used Illustrator to design the fish aperture with the paint tool. Then, like the logo, I copied and pasted it into Photoshop and used layer style to adjust the colour. Next I used the magic wand to cut out the inner part of the fish so that it was white to highlight that it was an aperture.

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The fish design being copied from Illustrator..

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…to Photoshop, and then the colour changed with layer style.

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The magic wand tool being used to create the aperture.

I then attempted my original idea for the product flavouring which was to have a sticker stating the flavour. When I tried this idea I used the shape tool and created a circle, and filled it with a brown/golden colour as the sticker was intended to be metallic gold. I then used the text tool to write the name of the flavour.

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Previous idea of flavour label.

I then ditched this idea because the sticker was too small and could not be any bigger, and the flavour could not be read very easily. Instead, I decided to design the flavour label in Illustrator in the same style as the logo. I used the paint tool to design the label and copied and pasted it into Photoshop. I designed each word separately so that each word could be placed individually on the design. I changed the colour of the designs to the same colour as the logo design to make the design look more simple and less busy, and used layer style drop shadow to match the logo design. I used the free transform function to re scale and move the design.

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Copying and pasting part of the flavour label design.

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Copying and pasting part of the flavour name design.

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Selecting layer style and drop shadow.

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Adjusting the drop shadow on the flavour label design.

I then referred back to the original Delish packaging to see what information needed to be included, and decided to use Illustrator to design a tick for the back of the packaging which would state factors of the product. I used the paint tool to design this and once again copied and pasted it into Photoshop. I then used free transform to re scale it and to move it around the screen.

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Copying and pasting the tick design.

Next I added the text, which included ingredients, allergens, descriptions, slogans, methods, and the weight and best before date. I used the bradley hand bold font for all of the text so that the design was consistent and not too busy. I then used layer style to add drop shadow, and changed the style of text to exclusion so that it fitted in with the background but was still readable.

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Changing the style of text through layer style.

I then added the extra necessary graphics such as the recycle symbol and bar code. My design was then finished so I saved it as JPEG file and uploaded to wordpress.

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Final Design 1

For my second design idea I decided to focus on the combination of the spice and the seaweed part of the flavour. First I imported the same net design as before, and converted it so it wasn’t transparent. I then used the magic wand tool and selected all of the packaging outlines. I then went to edit and fill, and coloured the layer in light blue. I then selected the magic wand tool again and selected specific parts of the packaging net and filled them in with the purple colour. ThI is is because I wanted to have a contrast duo of colours that complimented each other instead of one dull colour or too many bright colours, as this would be more effective and stand out better.

I then copied and pasted the logo design into Photoshop, and used the free transform function to re scale and move the design to its place. I added the drop shadow again through the layer style tool. I then added the flavour label, putting the ‘Spicy’ and ‘Cornish’ at the top. I originally placed the ‘Seaweed’ at the bottom but changed it to be underneath the ‘Spicy’ and ‘Cornish’ instead because I wanted the main graphic design to be at the very bottom of the packaging, as if the flame were sprouting from the base of the box.

I then chose two graphics from google, a flame and seaweed. Originally the flame was going to be a photograph but I could not find a transparent graphic of a flame so both are vector graphics. I imported them both, flame first then the seaweed, and placed them at the base of the front part of the package.

Next I copied and pasted the tick design from Illustrator to Photoshop and placed three of them on the right side of the packaging. I then changed the colour of the tick from black to the same purple as the rest of the packaging.

After this I copied and pasted the text from the previous design, and placed it into the same place as previous. I then changed the colours so that there was purple text on blue background, and blue text on purple background. I added drop shadow to the text through the the layer style function to make the design consistent throughout all three packaging designs. I then added the other necessary graphics as from the previous design – the recycle symbol and bar code – and then my design was finished. I then finally exported it as a JPEG file and the second design idea was complete.

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Final Design 2

For my third and final design idea I decided to focus on the sea element of Spicy Cornish Seaweed. To do this I first imported the net from moodle onto Photoshop and converted from transparent, as I did with the previous designs. I then used the magic wand tool and selected the net template, selected edit and fill and chose the sea blue colour which filled in the whole box net.

I then copied and pasted the Delish design logo from Illustrator and placed it in the same place as on my on my previous designs. This is because I wanted the design to be consistent so that the brand would be easily recognisable on a shelf. I then again went to layer style and added the drop shadow effect.

After this I copied and pasted the ‘Spicy’ and ‘Cornish’, and placed them underneath the brand logo. I then placed the ‘Seaweed’ at the base of the front section to leave room for a main graphic design. I added the drop shadow effect to each of them through layer style so that the style would remain comsistent throughout the packaging.

I then chose a mermaid graphic from google with a transparent background and transferred it to Photoshop. I placed it in the center of the front section so that the graphic would stand out and be the main focus of the packaging. I chose the mermaid because she represents the sea theme well of Spicy Cornish Seaweed and the seaweed surrounding her emphasies the flavour.

I then chose a photograph of the ocean with the camera angle facing the sunlight from google and transferred it to Photoshop. I re scaled it and duplicated it over the side sections and the base and the top. I selected them all and changed them all to the overlay effect so that it would be more subtle and allow the focus to be on the mermaid graphic. I also decided to use overlay so that text would be easier to read.

I then used the duplicate function to duplicate the Delish logo design onto the back section of the packaging to empahsise the brand. Because I duplicated it and didn’t copy and paste from Illustrator this time, I did not have to add the drop shadow as it was already in place. It was also already the necessary size as it was duplicated.

The next stage was adding the tick designs which I copied and pasted from Illustrator and changed the colour to white. I then added drop shadow to soften it. After this I copied and pasted the text from previous designs and placed them in the same areas. I then added drop shadow to the text and then finally added the bar code and recycle graphic. The reason all the designs are similar is because I wanted the designs to be consistent so the brand would be distinct and identfiable on a shelf, so the brand would gain more sales.

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Final Design 3

Pros and Cons – Task 2

For my final design idea I decided to choose my third design idea to develop. This was because my third idea seemed like the best option as it was original and I liked the idea of using photography in my final packaging design as it is partially challenging but also a fun approach. The use of photography on a package makes it stand out and makes it appealing to the audience so it is more favourable than the other ideas. The idea is simple which is effective as it makes the package look more sophisticated and less frantic.

In addition to this, I rejected the other two ideas as they were too complex and busy, and would not appeal to the audience as much as the designs are less original and stand out less. They would also be more significantly challenging to design and it would be better to design a simple package well than design a complicated one badly. To add to this it would be better to reject the other ideas as they would use more colours than my third idea, which would make the package look busy and the colours may clash leading the package to look tacky and juvenile.

The pros of my rejected ideas are:

  • The design ideas are original
  • The material is recyclable which is environmentally friendly and ethical
  • The logo stands out on the package which makes it easily recognisable

The cons of my rejected ideas are:

  • The designs are mildly tacky and too complex, and also make the package look too busy
  • Because the designs are complicated they would be more likely to turn out badly (so its best to stick with the third idea and work harder on it to make it look good)

The pros of my third idea are:

  • It’s original and would look good on a shelf
  • The design is quirky and unique – photography isn’t used as often on food packaging as digital graphics
  • The materials are environmentally friendly and ethical
  • The logo stands out and is easily recognisable
  • The colours would compliment each other well and it wouldn’t be too busy
  • The transparent section shows the package inside, allowing the customers to know what they’re purchasing

The cons of my third idea are:

  • The photograph used might not turn out to look as good as expected
  • The idea may end up being too simple and look boring instead of effective
  • It may look out of place amongst the other Delish products if it’s all photography based

Image Manipulation – Task 2

Mediums

For my three design ideas, I have chosen to use different mediums for each.

For my first design idea I chose to include both photography and digital graphics. This is because a photograph of seaweed would stand out and look more effective on top of a digital graphic than another digital graphic, and would make it look more appealing on the shelf. The combination of digital graphic and photography is unique and looks original on a shelf and makes the product look appealing.

For my second design idea, the medium would be entirely digital graphic based. My reasoning for this is that it is simple which can be effective, as sometimes having more than one medium can be too busy and complex. Digital graphics can be easy to design, and also they look youthful and fun on a package.

For my third design idea, the medium would be completely photography based. This would be because it would look sophisticated and original which would appeal to an audience with a specific lifestyle that would appreciate originality in a product design.

Manipulation Techniques

For my design ideas, I would use a variety of manipulation techniques, such as the crop and erase tools (to cut out bits that are unwanted), the selection tool (to move layers around), the eyedropper tool (to add specific colours from other palettes), the brush tool (to add detail), the clamp stamp tool (to copy and paste details), the gradient tool (to blend more than one colour together), the blur tool (to blur parts of the design), the dodge tool (to lighten parts of the design), the text tool (for the logo), and the shape tool (to create shapes, such as the fish shape in my third design).

Application

The application I will use to design my Delish packaging will be Adobe Photoshop. This is because the application is relatively easy to use and it provides all the right features/manipulation techniques needed to create my final packaging design, such as selection, crop, erase, brush, eyedropper etc. It’s also a bitmap based application which means the design can include multiple amounts of layers which is useful as it doesn’t limit how complex the design can be. In addition to this, using Photoshop means the file will be a widely accepted file format when it’s saved, as its a popular program, so the file will be versatile as it can be read and transferred across plenty of platforms.