Package Design: Creating Your Own Trends by Leslie Evans
What is it that makes package design a unique discipline? In the words of Leslie Evans, “You are engaging the consumer at the point of puchase. You have a couple seconds for them to decide if they are going to buy your product.” Leslie’s company LEDA (Leslie Evans Design Associates) has created the packaging for some big companies including Timex and LL Bean as well as many smaller companies. The thing they all had in common was great packaging. She showed a great portfolio and gave some insight into her process. I was surprised that she feels that because packaging is very foreign to most clients, she finds that it is easier to sell. Unlike a brochure or logo, clients are more willing to take her advice without trying to change her designs.
There is so much of an investment in package design that identity makeovers often occur at the same time. Leslie’s advice is that because package designs often have high budgets, charge accordingly.
Although the following advice would make more sense in the context of Leslie’s slides, I wanted to share some of Leslie’s advice:
Design with merchandise in mind. Utililze unusual shapes. If a company has a history, take advantage of their heritage. Design with Merchandising in Mind. Ask yourself “how will it look on the shelf?” Sometimes a client’s logo is so bad that a package design is a huge opportunity to redesign the company’s identity. Utilize unique shapes to improve your design. Use the client’s mission statement as a starting point. Consider the competition’s products that will sit near your product on the shelf. Consider the product’s price point versus the competition before you design. Get involved with the printer before you start designing. If you can’t find a PMS color you like, order a special mix from the printer. Always request draw downs on special mixes or process matches.
Although this wasn’t my favorite session of the HOW conference, it was interesting to see a great portfolio.
July 1st, 2005 at 10:35 pm
This session was filled with examples. Leslie provided a good overview of the field of packaging design, although it was mainly focused on the graphic aspects. Although, not as dynamic as some of the other speakers, (like Brendan Dawes), her talk had a lot of content. From a creative standpoint, she provided her idea source, and how the idea was produced in the final package for the client. Her business model was interesting as she put a lot of the responsiblity on the printer, and the client for execution for the graphic idea. She also explained some of the challenges for packaging graphics, such as placement on curved or unusual surfaces, and color selection. Her presentation consisted of very clear slides and also a nice handout with tips for packaging design. I found this session to be very informative, and entertaining.