Deck 14: Package Design

Question 1

Why is establishing a visual hierarchy important in package design?

Answer 1

Some information is more immediately critical to a shopper in the few seconds in front of a shelf or when browsing online, and the designer must compose with communication hierarchy in mind, referred to as package architecture.

Question 2

Marketing expert Louis Cheskin said that people "transfer their perception of a package to the product it contains." Do you agree? Explain your response.

Answer 2

Answers will vary.

Question 3

Besides creating impact, what role does color play in package design?

Answer 3

Answers will vary but may include the following:
Color differentiates brands and choices (such as flavor or scent).
Color unifies a product line and brand.

Question 4

What is the purpose of package design?

Question 5

What are two of the objectives in effective package design?

Question 6

What two roles do photography or illustration play in package design?

Question 7

Most often, package design is one part of an integrated branding program whose marketing strategy may feature a variety of marketing initiatives, including promotions, product launches, and advertising.

Question 8

What is sustainable design? Why do you think it matters?

Question 9

During the package design process, the client and design team work together. Name one of the steps they complete during this process.

Question 10

What are two of the goals of audio package design?

Question 11

Why does package design influence consumers' buying decisions?