GRDSN201: Design Process IV

Project: Package Design

Terminology: TBD
Resources: Thinking Creatively by Robin Landa
Exercises: TBD

Instructions: Select a score for each outcome below based on the following scale...

Performance Objectives: (Things you will be able to learn...) and Criteria (This is how well it has to be done...)

1. Research the target audience, demographics, and budget by...
   a) asking the client specific questions during meetings
   b) submiting a creative brief
   
   0 1 2 3 4
   
   
2. Collect and gather examples of contemporary industry work to clarify conclusions in design thinking by choosing similar package design solutions that clearly show the graphic design principles in action
   
   0 1 2 3 4
   
   
3. Submit a styleboard for each of your rough designs that...
   1. show thinking as it relates to the design principles
   2. state the objective and your creative strategy
   3. clearly shows an industry example
   4. clearly shows creative usage of typography
   5. clearly shows usage of a minimum of 3 design elements
      (ie: color, line, shape, texture, value, spatial depth)
   6. is linked to the roster page with your rough design
      Examples 1 | 2 | 3
   
   
   
4. Create a concept for the package design that expresses the personality or spirit of the company and product through the creative concept, imagery, materials used and typography
   
   0 1 2 3 4
   
   
5. Produce visual elements that are appropriate / effective in representing the client / product by...

   a) representing the company, service or product in a positive way
   b) communicating the mood, spirit and/or theme of the product and company
   c) not offending people
   d) appealing to the target audience
   e) producing a design that works together when displayed in multiples
   
   0 1 2 3 4
   

6. Communicate concept / composition using thumbnail sketches that ...

   a) Are fast and UN-detailed
   b) Drawn in proportion to the dimensions of the finished piece
   c) Conveys an entirely separate or different creative concept
   d) Shows emphasis, balance, rhythm, unity
   e) Shows use of Gestalt principles: similarity, proximity, continuation, closure, figure/ground
   f) Conveys composition, sizing and position
   g) Exhibits flexible, tenacious visual thinking
   h) Shows the relationship between graphic elements
   I) Shows general shapes of graphic elements
   
   0 1 2 3 4
   

7. Develop creative design solutions that demonstrate effective use typography, of the elements (line, shape, texture, value, color, spatial depth) and principles of design (unity, rhythm, balance, emphasis) by incorporating it into the comprehensive packaged design
   
   0 1 2 3 4
   
   
8. Devise and apply grid systems by using graph paper, ruler and column guides
   
   0 1 2 3 4
   
   
9. Communicate refined concept, detailed composition and typographic formatting using tight roughs that...
   

   a) Work off of one of the previous thumbnail sketches
   b) Are drawn in proportion or actual size
   c) Convey type choice
   d) Convey type size, spacing and leading
   e) Indicate usage of color
   f) Convey photographic or illustrative imagery
   g) Create each rough as an entirely different creative concept
   h) Hand drawn using pencil, felt tip and colored pencil or generated using a computer
   
   0 1 2 3 4

10. Develop roughs that...
    demonstrate effective use typography
    demonstrate use of line
    demonstrate use of shape
    demonstrate use of value
    demonstrate use of texture
    demonstrate appropriate use of color
    demonstrate use of spatial depth
    
    
11. Create sketches of a product still life that communicates to a photographer by...
    a) sketching various lighting situations
    b) sketching various / different photographic crops of product
    c) sketching various perspective angles (birds eye view, worms eye view, etc)
    d) sketching product with various props
    e) supplying your photographer with 3 tight sketches prior to studio time
    
    0 1 2 3 4
    
12. Art direct photo shoot in a professional manner by...
    a) listening to your photographer
    b) speaking politely
    c) being prepared during studio time by bringing sketches, props and final product design
    
    
13. Produce an package design that indicates entry level graphic design by completing the list of items above
    
    0 1 2 3 4

09/28/06