Pack a Punch!

Image source : http://www.core77.com/posts/20350/core77-design-

award-2011-puma-clever-little-bag-winner-for-packaging-20350

In my earlier post ‘Do you ‘Identify’ the ‘Brand’?’ we saw that how a brand develops its identity to communicate its values to consumer. One strong element in this communication is ‘Packaging’ of the products that the Brand offers. ‘Packaging’ is a medium through which a product is delivered to the end consumer. In nutshell it is the container (bottle/box/plastic wrap/can....) in which the product is protected through it’s journey from factory to the end customer. As the product may or may not be visible from the pack, the graphics on surface of the pack communicates with the consumer what lies inside. Hence design of packaging is an opportunity for brands to distinguish their product from competition at the point of sale. It is much more than the action of mere packing of the product.

http://pediaa.com/difference-between-packing-and-packaging/ This link highlights the difference between packing and packaging.

As I had mentioned earlier that design is everywhere, we can see application of packaging design all around, more with our modern urban lifestyle. It’s there in food and beverages, grocery, clothing, cosmetics, medicines, toiletries, stationary, gadgets, jewellery, footwear. Almost everything that you buy is packaged.

The basic purpose of the packaging is to deliver the product to end customer without any damage from where it is manufactured.  Though it looks a simple job it has many criterions to satisfy to be termed as a successful package.

The pack has to be structurally strong to protect inside product from any damage or leakage (In case of liquids) throughout the transport and handling. In few cases we see that the package gets damaged because of various reasons but then as a consumer we don’t buy it. Apart from the damage caused to the product it reduces the ‘Newness’ factor and joy of buying a ‘new’ thing.

It has to be lightweight to reduce on the transport cost. To make the product affordable form masses cost is a critical factor.

Image source : https://www.underconsideration.com/brandnew/archives/

new_packaging_and_brand_campaign_for_appy_fizz_by_sagmeister_

walsh.php

Product package is the first impression of the product on consumer which lasts for longer. It plays a key role in brand perception. It has to stand out from the competition products at the point of Sale. I remember few incidences of people buying things just because they liked the bottle or can or box (the package basically!). I am sure you must also have come across such examples.  

The package has to be easy to open and reuse (if needed) for end customer. Opening the package to take out inside product is a big task in many cases. Taking out cooking oil from the polybag without spilling is a challenge and then storing it back if all the contents are not emptied is another challenge. While opening some packages I have cursed its designers (?) about not thinking about the need of opening the pack again, they seem to focus only on the packing and sealing activity. It’s such a frustrating experience. https://www.youtube.com/watch?v=hkkeSZAW2nA This is an example of easy to open and reuse packaging.

Thus packaging design is blend of product design, graphic design and branding design.

image source: https://www.vogue.fr/beaute/buzz-du-jour/articles/

parfum-galop-d-hermes-parfum-de-liberte/45449

In case of luxury products, packaging is much beyond only a safe container. It’s an experience that consumers cherish. The package has to complement customer’s love for the brand be it cosmetics, jewellery, wrist watch or a gadget. These videos explain what I am talking about here 

https://www.youtube.com/watch?v=hkkeSZAW2nA

https://www.youtube.com/watch?v=NPRnsd7sFqU

And last but not the least is that package should be easy to recycle or reuse for environmental concerns. Most of the packages that we see or use are not reusable or biodegradable. So as responsible earth citizens we must be conscious about our needs and consumables. We, all of us, users, makers and designers should try to practice ‘Reduce, Reuse, Recycle’ strategy that is printed on all the packages!

Some useful links

https://www.youtube.com/watch?v=gUqkD4qIWY0

https://www.packaginginnovation.com/

https://www.youtube.com/watch?v=ywQoDV_kAG8

https://www.canva.com/learn/packaging-design/

https://99designs.com/blog/creative-inspiration/33-cool-creative-packaging-designs/

Note:

The writer has no rights on the images used in this article.

A picture is worth thousand words!

I was trying to ask my four year old son if he knows the route from his school to home in case of an emergency. Whether you would go straight, take a left turn or right turn? To my surprise he just took a piece of paper and pencil and drew the map to explain me the route. Whoa! I was taken aback by underestimating the power of visuals and children off course. My four year old boy had understood that it would be easier to explain using a visual than using only words, after all a picture is worth thousand words!

https://www.youtube.com/watch?v=5ecnpMbPi9I This video helps us to understand some facts about how visual communication is easier and faster.

When we are talking about different branches of communication design, visuals play an important role in it. Designers contributing in creation of visual part of the communication design are Graphic Designers. They combine text, symbols, images to create visual representation of ideas and messages.

So where do we see graphic design application in our day to day life? Everything that is printed or digital content created using text and or images is graphic design. We start our day by seeing graphics on a tooth paste tube, other packages, our coffee mug, newspaper and then it goes on with graphics on books, magazines, brochures, control panels of various appliances, signage and way finding systems on roads and in public spaces, maps on navigation system, hoardings on roadside, logos of different brands, web and mobile applications, prints on T-shirts and other garments, greeting cards, film posters and titles and many more.

Let’s look at the role of graphic designer. Though it appears to be a simple task it actually is not. In case of publication i.e. print newspaper, magazine, book etc layout of each page is designed. Layout is arrangement of all the content in the page, where would the text be, which font, what size, where would the image be placed. In case of signage system designer’s skill lies in giving appropriate directions without creating any confusion. Designer needs to understand different fonts. The font which is suitable for printed text in a magazine may not be suitable for signage because of its size and the distance from where the viewer will be reading it. The media on which the reader will read the text also matters. Readability of a font may be good for printed application but not good for a digital application. Non designer may think that it’s just writing some text, what’s there to design in it? But what I discussed above about the choice of font is just a tiny part of the whole graphic design process. It requires in depth knowledge of visual design elements and principles, it’s application through creative thinking process for better and effective design solution that communicates the message.

Image source: http://leafdesign.in/work/mumbaiairportgvk/

Image source: http://leafdesign.in/work/mumbaiairportgvk/

The challenge in logo design is to make it simple yet striking so that people can easily associate it with the brand value. Simpler the symbol easier it is to recognise or recollect. Similar challenge lies in icon design especially when it is used without text. Such icons are used internationally as it could communicate the message without any language barrier. Few examples of such symbols are seen in public spaces to guide people to washrooms, drinking water, food zone etc. Another example of icons is during sporting events like Olympic Games where each sport is graphically indicated.

Graphic design not only communicates the message it also creates interest in the communicating process. We all know importance of pictures in a story book. Having illustrations in the story books is a great boon to introduce reading habit in children in early ages. Illustrators are also graphic designers.

Image source:https://i.pinimg.com/736x/fa/d2/
af/fad2af659c09810a1e87859fb421334d
--bollywood-posters-watches-online.jpg 

How interesting are the film posters! They not only communicate the theme but arouse curiosity in the viewer. Capturing the essence of a motion story in a still image is really a demanding job.

Visualising a fictional scene and characters and further sketching it down, making it look real is another fascinating extension of a graphic design work. It’s concept art. 

Some useful links

https://www.youtube.com/watch?v=0nI65jgHG9o

https://www.youtube.com/watch?v=Ebo-MVEaNAA

https://www.youtube.com/watch?v=mIo7W9O2xKI

https://www.youtube.com/watch?v=IFF9i-gOO7w

http://leafdesign.in/work/mumbaiairportgvk/

http://www.howdesign.com/design-creativity/8th-annual-logo-design-awards-winner-galleries/

Note:

The writer has no rights on the images used in this article.

Do you ‘Identify’ the ‘Brand’?

Just close your eyes and try to recollect people you know, from your close circle, from extended circle or even strangers. Your mind is now overflowing with people’s list. But while doing this how many people did you recollected by their name? May be a few in your close circle; rest all by their faces. Isn’t it? It’s interesting to know that there might have been many whose names you don’t even know or remember but still you can recollect them by their faces or work they do or their peculiar characteristic. More than just names, it’s easy to identify people by their faces or by their actions. Girl with sparkling eyes, boy with naughty smile, uncle who is always singing to himself, old lady carrying knitting kit everywhere, the laundry boy…. So what’s the point I am trying to make here? It’s easy to remember face or characteristic than the names. Visuals and associations work better in identification. You may not remember name of a person who served you food in restaurant but you cannot forget the service he offered to you and because of that may be his face too.

 This same logic works in case of Brand identity. The visual of any brand i.e. it’s logo, colours, tagline helps in making association with the brand name and makes the product stand out from other competitive products and communicate with consumer. The service that a brand offers makes it’s identity even stronger in consumer’s mind. For authentic herbal products people trust ‘Patanjali’, if you want best quality creative building blocks toy, you go for ‘Lego’, for fast and reliable courier people trust 'FedEx'. These are few examples for brand identity.

Some brands go beyond this and become synonymous with the product of service they offer. Eg. Google for search engine, Xerox for photocopy.

Clear and crisp communication lays a strong foundation for any relationship and builds ‘trust’. This relationship could be personal, professional or with consumers. ‘Brand’ is nothing but people’s perception about that organisation or a company and ‘Branding’ is a process of shaping these perceptions that consumers have about a company. Having said this point to be noted here is that in any communication we do not believe each and every word being said by anyone. Based on our past experiences, body language of the communicator; our mind processes the information and forms its own opinion about received information.

Communication design experts in ‘Brand Identity and Strategy design’ help in making a deliberate and cohesive strategy that guides branding decisions of that company. Design team studies the target audience and come up with a collection of tangible expressions, logo, text etc as branding Identity for that company. They work out effective channels like print, social media, digital campaigns etc to communicate with target users. This strategy results in ‘guided perceptions’ that company wants the ‘consumers’ to make about their ‘Brand’. Based on these actions consumers build their awareness and reputation about the company. Simple logo makes it easy to remember and identify. The tagline gives a crisp vision of that company.

I hope with this I am able to make a clear communication about ‘what brand identity is’ and ‘what is the role of Design team’ in the same. So next time when you shop be aware about what the ‘Brand’ is communicating with you!

Some useful links

https://www.youtube.com/watch?v=JKIAOZZritk

https://www.youtube.com/watch?v=mHbKgA9mENw https://www.youtube.com/watch?v=RBTiTcHm_ac

https://www.youtube.com/watch?v=DHkxn1siy7k

https://www.youtube.com/watch?v=QNIgxRY7XUU

https://www.youtube.com/watch?v=GpPESJRuX4k

https://www.youtube.com/watch?v=pR7tMnKghDs

https://www.aol.com/2011/01/14/hidden-meanings-in-12-popular-logos/

https://www.youtube.com/watch?v=bQR6Ht4Fz7Q

Note:

The writer has no rights on the images used in this article.   

Communication

Image Source: https://www.childfriendlynews.com/wp-content/uploads
/2017/01/ant.jpg

We human beings are social animals like many other species. All social animals need to communicate with each other. Animals, birds make sounds, gestures or secrete chemicals, use touch to communicate. But we human beings are privileged with much evolved brain. We have created many ways of communication. We use all our five senses of sight, auditory, touch, smell and taste to perceive this world and express ourselves.

We communicate at different levels like personal or social, casual or formal. While communicating we have different goals like sharing feelings, expressing thoughts, informing, educating, entertaining etc. We use tools or mediums like direct talk, video calls, audio calls, mails, presentations, books and many more. When the communication is for commercial activity then major goal is to persuade the target audience.

As I had mentioned earlier that all different actions that we do are influenced by design, so how can the action of ‘Communicating’ be an exception to it! In fact with emerging advanced technologies there are always new possibilities blossoming in the field of communication. Communication design is thus a vast field with enormous opportunities for design. Informal communication doesn’t require any structured effort; it is a natural expression. But in case of commercial communication where the message has to reach across the target audience, it has to be effectively designed. The sales are dependent on this communication. Communication design here is not only about developing messages but also to make sure that it reaches to the audience to make the impact.

Out of our five senses visual and auditory senses are the most explored in communication design. Some people use 'Visual Communication' or 'Graphic design' terms interchangeable with communication design but it is only a part of it.

Use of Social media for communication with masses
Image Source: http://www.indianmarketingreview.com/five-social-cause-
campaigns-went-viral/ 

If we try to list down the imageries that we come across throughout the day which communicate some message to us it would really be a verbose list. Some of these are purely visual while others are audio visual. Some are printed and others are electronic. Imagine your typical day and try to think printed stuff that you see; newspapers, hoardings, posters, brochures, photographs, packages, invitation cards, business cards, books, menu cards, bills, boarding pass or tickets (huh, how much paper we use!)…The list goes on. Same is the case with electronic or digital stuff that we use; mobile applications, presentations, stories, animations, television shows, teleconferencing, emails, websites, entertaining or educating films and videos, performances. Isn’t it a long list? Such is the vast scope of communication design. My general observation is that people assume existence of communication design only as graphic design which is just a tiny part of the whole spectrum. 
Brand and identity design, Packaging design, Illustrations, Concept art, Publication design, Story telling, Animation, Motion graphics, Web design, Human computer interaction, Information architecture, Instructional design, Film and video making, Game design, Photography are all different facets of communication design.    

One more thing I would like to bring to your notice here is that till now I had been talking about various design disciplines that dealt with three dimensional products and spaces; whereas most of the Communication design is about two dimensional images on a surface like paper, wall, screen, fabric. 
I would be taking you through these different streams of communication design in my future posts. Keep reading. Thank you for reading and appreciating!  

Some useful links

https://www.youtube.com/watch?v=IFF9i-gOO7w

https://www.youtube.com/watch?v=gOy-Q4hhsnc

https://www.youtube.com/watch?v=_m626mM5384

https://www.youtube.com/watch?v=l7Znvins46g

https://www.youtube.com/watch?v=N6wjC0sxD2o

Claytime!

Image source : https://cdn.winsightmedia.com/platform/files/public/main/

articles/102012-dinnerware_0.jpg

I had talked about cozy spaces which call us back again and again, especially restaurants. Apart from the comfortable ambiance at such spaces one more element that catches my attention and asks for revisit is the tableware! I am sure same is the case with many of you. Isn’t the form of plates, bowls, salt pepper shakers is so exciting at some food places that you want to go there again just to slurp soup using that exotic spoon and bowl or to hold that gracious glass of your drink! 

Plates, bowls, pots, spoons …mundane objects that we use everyday but ceramic designers play with the form, colour, texture and pattern of these ordinary objects and turn them into jewels on the table. I feel these daily objects (art pieces) give us an opportunity to bring in art in our daily lives.

I remember sharing one trick with my friends to make their tiny tots drink more liquids by offering the drinks in different glass every time. The variety in shape of glass fascinated the engrossed child and wanting to hold it in hands effectively the child ended up consuming liquid inside the glass. I am trying to highlight power of design and aesthetics in our lives, age is no bar!

Though the object is serving a simple function of serving food or light enclosure, making it look charming is as important as the main function. Thus ceramic design and glass design is a perfect blend of functional and visual aspects in a product.

The word ceramic has origin in Greek word ‘Keramik’. Keram means potters clay. Thus ceramic is a term used for objects made out of clay.

Image source : https://cdn.homedit.com/wp-content/uploads/

2015/08/Arbel-Glass-lights-from-Luminaire-Lab.jpg

Clay being part of earth is a sustainable material and is in use since early ages. Clay utensils, jewellery found in archaeological excavations narrates us cultural attributes of those civilisations. Clay has been explored in different regions, cultures with different surface finishes leading to wide variety of products and styles available in ceramics. Glass is also made from natural resource silica, earth component. Clay and silica has enormous potential that led to a specialised branch of study, ceramic Design and glass design.

Designers make objects in clay using various techniques like hand building or wheel throwing and then fire it in kiln. During firing process use of different glazing material give different results. New digital technologies open door for new possibilities in surface finishing.  

Clay pots, kitchen utensils, planters are most noticed forms of ceramic design. But there are many other applications. Sculptures, indoor outdoor art installations in clay amuse us when we come across it in parks or art exhibitions, museums. While taking a stroll in home decor section of departmental stores like home centre, Good Earth hundreds of objects in ceramic and glass calls for our attention. The sanitary ware is part of ceramic design. Floor Tile is another ceramic product. Traditional hand crafted tiles are still in production in many parts of India. Ceramic is also used as industrial material because of its unique insulation properties. In fact it has wide application in building construction in roofing, tiling, ducting etc.

Image source : http://kidsout.ro/evenimente/atelier-de-ceramica-si-

modelaj-lut/

Glass with its transparency adds a different dimension to the objects. Lighting is the most evident usage of glass. But glass too has similar applications like ceramic in tableware, sculptures, art installations, home decor and industrial use.

Clay and Silica are earth materials and that is why I believe that we get connected with ceramic and glass objects so naturally than with any other material. I am sure as a child all of us have played with clay, explored our imagination to create our own fancies. Let’s give similar opportunity to our children too; to connect with earth, clay. Let them craft their imaginations in three dimensions. Let’s be earthy!

Some useful links 

https://www.youtube.com/watch?v=iHHVukDb_kU

https://www.youtube.com/watch?v=Pr3_TvgOBE8 https://www.youtube.com/watch?v=qSoVu79aCU0 https://www.youtube.com/watch?v=jldhHLmtsVY

https://www.youtube.com/watch?v=6LZYztCnuQs

https://www.youtube.com/watch?v=etBM199L0c8

https://www.youtube.com/watch?v=M3LEaGYXEvU

https://www.youtube.com/watch?v=09S6NtV55N4

https://www.corning.com/in/en/innovation/the-glass-age/design-and-application/glasslab-all-the-worlds-a-stage-for-designers-and-glassmakers.html

Note:

The writer has no rights on the images used in this article. 

Playtime!

Image source: https://georgiemathew.files.wordpress.com/

2011/09/dsc_6786.jpg

What do you remember when we talk about childhood? Your Playtime! Isn’t it? Childhood is so synonymous with ‘Play’ and Play is incomplete without toys. For any child, toys are his/her valuable treasure. They are so emotionally attached with that piece of wood or fabric or plastic. This is the time when they are learning, growing. Toys thus play an important role in 
child development.

A three months old starts responding to the sound of a rattle and what a joy it brings in for the parents! Well designed toys help babies to achieve their growth milestones in more pleasurable and engaging way. Pull string toy, holding and playing with a doll, playing with clay helps in motor skills development. Role plays and interacting with other children of same age group while playing help children build their emotional and social skills. Building blocks, puzzle games, board games help in development of cognitive and creative abilities. Toys and games provide opportunities for children of all age groups to grow and develop their skills on different levels in an interesting manner.

DIY toy using card board

Traditionally toys were crafted using child friendly local materials like fabric, wood or clay. Post industrialisation alike other products toys were mass manufactured too. Plastic toys were introduced. Soon ‘Toy and Game’ design became a specialised branch in industrial design. Toy designers study child psychology to understand children and their needs apart from basic knowledge of materials and manufacturing process for mass production. This study gives them insights about what a child needs for his/her age and what they could find interesting to explore.

There is a wide range of toys and games available in the market catering different age groups like dolls, animals, action figures, cars, construction toys, creative toys, education toys, role play kits, electronic toys, science toys, board games etc.The list is long. I feel DIY (Do it yourself) toy kits offer a different pleasure to children as they make their toy themselves. It sows seeds of creativity and innovation in children at young age.

Image source: http://cdn1-www.craveonline.com/assets/uploads/

2017/05/Fidget-Spinner-2.jpg

Toys are so fascinating or rather playtime is so stress relieving that even adults enjoy their playtime. There are corporate toys (executive/office toys) available which are popular for pleasure and creativity during short breaks in working hours. Fidget spinner is a good example of this.
In the age of technology, digital games have become integral part of our lives. More to come in the field of Virtual Reality in gaming. Still the physical toys have their own space in a child’s world and will continue to have.

When the market is flooded with toys, we still have creative parents who provide household things as toys for their children. But certain toys cannot have replacement. Parents and schools have to be wise and sensitive to choose appropriate one for their child’s dream land, after all it’s their Play-land!

Some useful links

https://www.youtube.com/watch?v=uTgWnY_ZM3c https://www.youtube.com/watch?v=3YhqaSiff5g

https://www.youtube.com/watch?v=2pKbzWVKhPw

https://www.youtube.com/watch?v=KnCqR2yUXoU

https://www.youtube.com/watch?v=UOUxWugaspw

https://www.youtube.com/watch?v=5-7nSPfMpIs

https://www.youtube.com/watch?v=N8rkh1wW6BU

https://www.youtube.com/watch?v=38MuobPctMc

Note:

The writer has no rights on the images used in this article. 

Story of narrative spaces!

The space story continues… I talked about how design of spaces creates ambiance for activities that are going to be performed there. A neatly designed cozy reading corner accentuates the joy of reading whereas a well lit, colourful space will encourage children to learn new things in a cheerful way. In case of commercial spaces ‘design’ has to go a step further beyond ‘setting the mood’ to ‘influence’ the user to ‘indulge’ in that commercial activity i. e. buying if it’s a shop or gaining information if it’s an informative exhibition/museum.

Retail spaces are narrating ‘brand story’ to the customers as they are moving around. Along with 'Space Design' designer has to work on ‘Brand Design’ with equal attention. All elements in the space like floor, walls, ceiling are designed to make the ‘brand’ impact. 

Interior of concept store Eka, Bengaluru
Image source:http://retaildesignblog.net/2015/01/13/eka-concept-store-
by-frdc-bangalore-india/

Specialist visual designers called ‘Visual mercendisers’ are hired to design window and interior displays to attract customer’s attention. These displays are visual treat for window shoppers and many a times lead the shopper from only ‘window’ shopping to actually purchasing that item. It is the store ambience which distinguishes a brand from other competitive brands in the same shopping mall. ‘Store ambiance’ is one of the prime factors to influence the shoppers to revisit the place apart from quality and service. It helps in building brand loyalty. Retail space design becomes even more important in the era of convenient e-commerce where the store ambiance has to fetch customers in physical environment.

Apart from actual point of sale, exhibitions and museums are other forms through which a brand is communicating with customers. The designer has to take care that the spaces enveloping the users aid best connection between the product/information displayed and the user. The Digital age equips the designers with new tools and mediums to make exhibition spaces more engaging. At the same time it demands the designer to be updated in his/her skills in digital, graphical, experience design along with space (spatial) design. Earlier exhibitions were mostly in the form of a large trade pavilion divided in smaller stalls dedicated to particular exhibits. But now they are in diverse forms as an event, as a performance or an installation. It offers designers opportunity to explore their creativity.

Exhibitions are temporary while museums are permanent. Exhibitions focus on the products the brand offers whereas museums focus on the philosophy, evolution of that brand. Automotive brand museums like Porsche, BMW, Mercedes Benz are good examples which display brand evolution of the brand. A visit to these places is an enchanting experience.

Museum at T2 Mumbai International airport is visual treat for visitors

Image source:http://im.rediff.com/money/2014/jan/20airport5a.jpg

Other museums serve purpose of cultural institutions. It gives opportunity for people to explore the exhibits in the specified field for learning, inspiration and enjoyment. The spaces in museum make the process of exploration of exhibit interesting or boring. And that is what stands out 'Louvre' art museum, Paris from other art museums. The play in interior spaces adds another dimension to exploration activity.

Another interesting type of space design is stage or set design. Designer has to give ‘feel’ of actual space as per the theme in given ‘limited’ space of theatre stage or film set. Designer uses key elements representing the theme creatively to design the stage or set. Interesting feature in this case is that the audience can experience this space only visually. Lighting design plays important role here.

There are courses available for professional training in retail design, exhibition design and set design. While other specialized interior space design like hospitals, schools, factories, offices etc. one gets to learn by assisting professional designers having gained basic training in interior design, interior architecture design or architecture. 

Some useful links

https://design-milk.com/primary-essentials-one-stop-shop-unique-artisanal-objects/

https://www.designboom.com/project/tata-capital-retail-design/

https://www.designboom.com/architecture/prism-design-office-coastline-runner-camp-retail-shoe-store-gym-facility-07-06-2017/

https://www.youtube.com/watch?v=PHrmoSlfLD0

https://www.youtube.com/watch?v=3P6M42aWo60

https://www.youtube.com/watch?v=cFGPIXp8qcM

https://www.youtube.com/watch?v=J-QHlX7lznw

Note:The writer has no rights on the images used in this article.