Packaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition

Phase 3:Design Development

The creative exploration from Phase 2 is narrowed down to strategic platforms that then move to design development of Phase 3. The bulk of the design process happens in this phase, during which preferred design concepts built off the strategic platforms are developed and refined. The more design platforms are explored, the greater the chances are of developing a concept that meets the client's expectations.

It is essential to give the client choices at this phase. Several options for logotype, imagery, and color for a design concept should be developed, as well as a variety of ideas for communicating a particular strategy. It is not enough to merely modify the same design concept by changing the layout and brand identities.

The brand identities that began as rough sketches are resolved further, and variations of each are developed. Type choices—typeface, style, the use of uppercase or lowercase letters, graphic treatment (outlines, drop shadows, etc.), alignment (centered, justified, flush left, or flush right), kerning, ligatures, and word spacing—are explored in detail in order to create an ownable brand identity.

Graphic devices such as banners, bands, waves, characters, symbols, icons, and patterns are assessed for their relevance to the packaging design concept. These may be used with the logotype as a means of creating a more distinctive brand identity or as a visual communication tool elsewhere on the packaging design. Structural elements such ...