Pretty/Great
Mountains Walking Brewery / Seasonal Series Beer (illustration: Andrew Holder)
Hello! In my inaugural blog, I’d like to talk about the intersection of aesthetics and communication that has become a hallmark of my design approach.
It is easy to describe my packaging design projects as “pretty” because they surely can be. The final package can be pretty, quirky, bold, geometric, organic, funny, lively or edgy; the list goes on. Illustration might be integral to the project or the design may be purely typographic. Form, copy, color, and finishes will always play a role. My question to you: how does one judge a Pretty vs. Great package? Does the design merely sit on the surface as a pretty object or does it go deeper than that?
I believe it’s important to lean into the fullness of a design concept by first figuring out what we’re communicating and who we’re talking to. Research, understanding the goal, defining the problem-to-solve, understanding the competition – and then, and only then, do we define the strategy for the project.
New Hokkaido Bev Co. / Craft Seltzers (illustration: Emile Holmewood, copy: Doug Lowell)
The design project can then start to flow into solutions that communicate visually and verbally. Copy is written with a keen eye out for solving the communication; bringing to life the client’s intent for the product as well as answering the consumer’s needs. Aesthetically the vibe should be built around the strategic goal…and illustration and/or typography (or photography!) must communicate just as effectively as all the other elements so that we delight our audience and bring a fresh, new approach to our packaging projects.
Blue Bus Foods / Kombucha (illustration: Anisa Makhoul, copy: Todd Davidson)
When this happens, the design becomes pretty great – but not just pretty for pretty’s sake, my friends. The packaging then “goes deep” and communicates in layers. Hopefully you go back to look & read it again and again while you enjoy the product, or just enjoy having it around and then share with others. Or possibly plant your next succulent in it. In any case, we’re solving a business problem when people embrace and are delighted by the packaging as well as the product. Synergy builds great brands.