We’re very honored to have Evelio Mattos, our Creative Direct at Design Packaging, be invited back to speak at The Dieline Conference / HOW Design Live in Chicago. This will mark his second time speaking at The Dieline Packaging Design conference, which ushers in thousands of design and leadership professionals from the U.S. and around the world.
If you’re expecting beautifully printed graphics on packaging to differentiate your product from the competition, think again. Before visual design creates a need in the consumer to interact with your product, the consumer recognizes color and shape. Having defined the parameters within which you are able to create in Part 1 of this series, the focus now shifts to defining; white-space, user-experience, materials, shape, and structure. Packaging & Dielines is also available as a free downloadable resource to inspire new engaging structures with easy to follow dielines as you explore the possibilities of structural packaging design.
Understand that the parameters set in Part 1 are guidelines that define a client’s needs, limitations, and comfort zone, being well informed of the boundaries allow you to push beyond them. How far beyond those boundaries will depend on a risk reward trade-off, does ROI increase incrementally as you push beyond the established boundaries?
We’re thrilled to announce Evelio Mattos, Creative Director for Design Packaging, is now also an Editor for TheDieline.com. He will continue to support the global creative community through packaging design and education. Our recently released free e-book, Packaging & Dielines a Free Resource for Packaging Designers, in partnership with TheDieline has racked up over 130k impressions and is currently being implemented in university classrooms. We can’t say how proud and excited we are to be releasing the second e-book in the Packaging & Dielines installment.
We're releasing a three-part educational series in partnership with TheDieline.com focusing on the process of packaging design from defining parameters to visual design. Class has just begun:
Packaging design is a stylized form of functionalism. Function focuses on carrying, protecting, and presenting the product. Style creates desire for the product within, delivers on the brand promise, and enriches the user experience at every interaction.
Understanding what goes into laying the foundation for packaging innovation begins by both defining and tightening your design parameters beyond asking How Much, How Many, and When. Before the design process even begins it is critical to define your parameters: goals, requirements, budgets, timelines, and materials.
In this 3-part Packaging 101 series, we will address parameters and setting expectations in Part 1. Define & Refine, followed by concept creation Part 2. Structural Development, and finally Part 3. Visual Design.
Nona Woolbright, Ph.D., associate professor, department of graphic communications, at Clemson University states “The process is intertwined in nature where all three of these factors play an equally important role within the overall design. But I try to emphasize the consumer interaction and adjust the design to meet the other two needs within the process.”
We published Packaging & Dielines: A Free Resource which was featured on TheDieline, providing share-worthy editable vector packaging dielines to professionals and novices alike. We're very thankful for the success of the book thus far. It has reached over 90,000 views on issuu, over 500 shares on The Dieline including making Top 100 of 2014, and thousands of repins on pinterest as well as being included in PackagingDiva’s "Top Team Pin of 2014". Whew!
Design Packaging’s free-to-download e-book, Packaging & Dielines, contains a collection of editable vector packaging dielines that are ready to use, build upon, and share.
As packaging design continues to grow as a discipline and a community, Design Packaging’s ideology of idea-sharing led to creating our first e-book containing some of our more popular structural designs, as well as tried and true standards. For students and professionals alike, the easy-to-use e-book can be imported into Adobe Illustrator to scale, edit, and print.
“WHAT’S THE SECOND MOST IMPORTANT THING? FAILURE. PHOENIX’S OWN @EVELIOMATTOS OF @DESIGNPACKAGING TALKING FEAR AND PERSEVERANCE AT #PHXDW”
The annual Phoenix Design Week, a “celebration of design in the desert”, was kicked off this year with the Method and Madness Conference. A full two-day event, Evelio Mattos, Creative Director at Design Packaging Inc, was a featured speaker along with industry professionals from Facebook, UIE, Pinterest, and Google. Evelio delivered a relevant and impactful talk titled, “The Second Most Important Thing”.
Evelio spoke to the types of failures, and the destructive impacts that fearing failure has on the creative mind. He also discussed how to start incorporating failure into your daily process by starting with mini failures, and understanding risk management. These are the failures that build up a stronger, more creative professional. Don’t be afraid of failure, don’t be afraid to put yourself out there, don’t be afraid of new ideas.
In a world of glossy renderings, spec sheets, and 3D printing, using sketching as a core design tool may seem antiquated, but it will always be a valuable skill in the designer's tool belt. When sketching, ideas spill out of your brain and onto the page much faster than any current process. It may lack the fidelity of detailed renderings and mockups, but by starting with sketches you are able to quickly work your way through many ideas. And in the end, come to a better and more informed solution.
Luxury brand Hermès makes their iconic packaging come to life in, Hermès Observatory of Orange Boxes. It’s a wonderful example of how packaging can be used to create a brand experience online. The special section on their website consists of six delightful “observations” using stop-motion videos making the boxes come to life with, shall we say, a wild personality. Don’t let the sophisticated packaging fool you, it’s a wild jungle with boxes acting like ferocious crocodiles and silly monkeys.
DKNY launched their latest fragrance, MYNY today at Madison Square Park. British pop sensation Rita Ora, the face of MYNY, made an appearance at the event as did Sports Illustrated Model Chrissy Teigan. The sun was out, and the energy electrifying as everybody was crowding to get a shot of the celebrities, and snack at the MYNY DKNY street cart serving raspberry and pink sea salt pretzels by Chef Dominque Ansel.
If you think your friend’s post of online purchases are just another shallow way to show off, think again. The perfectly styled image touting designer products complete with branded eCommerce packaging, creates free marketing for luxury brands like Barney’s and Mr. Porter. By creating a positive eCommerce packaging experience, the likelihood for that brand to be shared by consumers greatly increases. eCommerce is expected to outpace brick-and-mortar sales just in the next few years, reaching $370 billion by 2017. Web-enabled devices allow consumers instant access to social media platforms to share their delightful, or tragic unboxing experiences. Whatever the experience may be, it will directly affect the brand.
HERE ARE FOUR WAYS TO COME OUT AHEAD IN THE NEW ECONOMY OF BRICKS AND CLICKS:
We love seeing gestural fashion illustrations with beautiful brush strokes and marker flicks. But when we saw a photograph of a crumpled up luxury retail shopping bag, we were surprised to find out it was an illustration by Australian artist CJ Hendry. CJ creates photo-realistic art of fashion and luxury with a layered scribble technique of pen and ink requiring a myriad of photographic references, and 16–hour days.
Most of us know at least one person toting a faux handbag, or purchasing knock-off cosmetics and skincare products; it’s an epidemic. Street vendors that once sold counterfeit goods in public arenas turned to shadowy figures in dark alleys and secret rooms which weren’t exactly safe. Now with the rising e-commerce market, those same figures have morphed into URL’s, where anybody from the comfort and safety of their home can purchase counterfeit goods. Of course this is nothing new, counterfeiters have existed from the beginning of time. What has risen however is the greater use of fraudulent packaging. The same way hidden boutiques and legitimate–looking sites draw the veils of deceit, counterfeit packaging falsely authenticates counterfeit products.
Our team is happy to announce that we are now official luxury packaging contributors to the well-respected packaging design blog, TheDieline! Evelio Mattos, Creative Director at Design Packaging along with packaging designer, Rob Repta will be writing articles pertaining to packaging in the luxury retail market. We’re excited to continue collaborating with the extremely talented team at TheDieline.
You can catch Evelio's article Opinion Series: Top 10 Luxury Packaging Cues, breaking down the anatomy of luxury packaging from it's aesthetics and haptic experience, to audible qualities, and olfactory branding. You can also follow up with Rob's article, A Historical Glimpse Behind Luxury Branding & Packaging, revealing a little history behind some of fashion and beauty's iconic brand packaging.
What are you dying to know, or would like for us to cover? Leave suggestions below!
It’s easy to know luxury or prestige retail packaging when you see it, but what exactly are you looking at? What sensory cues are being activated that trigger a luxe response in the mind of the consumer? As the leading firm in luxury packaging we asked ourselves to list the design and sensory cues we most often utilize. Here are the top 10 in no particular order:
The annual Design Packaging soirée took place last weekend, and we had the opportunity to honor three of our employees for being part of the Design packaging Inc. family for 10 years. Diana Mankowski our Director of Custom Product, Alison Anderson our Senior Sales Executive, and Kathy Beem our Managing Director have been part of the company's exponential grown in the course of the past 10 years, and we feel very lucky to have them part of DPI.
Inspiration is everywhere, from the edge of the runway to the tip of a Grolsch with friends around a bonfire. Sitting and discussing potential applications of the “lightning closure” flip top contraption that makes Grolsch bottles so recognizable, we began evolving the concept further. Some quick google research yielded that the flip top closure was patented January 1875 to then New Yorker Charles De Quillfeldt, we decided that after 138 years it was time to expand this concept a bit. The main question that bubbled up drove the concept, “why not replace the canned version with glass and lightning closure for wide mouth pour, and reusability?”
Design Packaging's look at four designs from established luxury brands to find the story behind them.
One of the most recognizable packaging designs is the small robin's-egg blue Tiffany box with white satin ribbon. But where did that iconic Tiffany blue come from? The blue color was first introduced in 1845 by Charles Lewis Tiffany for the cover of his Blue Book, a collection of fine handcrafted jewelry. Referred to as robin’s-egg blue or forget-me-not blue, "this distinctive color may have been chosen because of the popularity of the turquoise gemstone in 19th-century jewelry. Turquoise was also a favorite of Victorian brides who gave their attendants a dove-shaped brooch of turquoise as a wedding day memento."
Did you know:
The custom Pantone color for Tiffany blue is PMS 1837, the same year of tiffany's foundation. 
This is why we love Pinterest: the fact that we can bookmark things that inspire us anywhere from packaging design, to trends and fashion, to visual inspiration. See an innovative packaging design with a cool closure? Pin it. Paper cotoure gowns? Pin it. Hot bags? Pin it. Trends in color, fabric, and patterns? No problem, pin it. It's a place where we can show you what piques our interest. What pinterests you?