 desain komunikasi visual iii
 materi pendukung
minggu
01
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faktor-faktor yang terdapat dalam kemasan
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no. soal
a
Packaging Design
Graphic | Materials | Technology
Steven Sonsino. 1990. John Calmann & King LTD. London
Page 18
THE PACKAGING DESIGNER
Having established that packaging plays an important role in the marketing and selling
processes, the question for the designer is: what aspect of packaging influence
purchasers? Is it image, quality or price? And how do packaging designers incorporate
the relevant strands of such factors into new designs? All these aspects and many more
affect the relationship of designer with eventual consumer. But the job of the designer
is made even more diffiucult but the sheer volume of products that a consumer sees at
any retailing location. How can success be achieved?
The element of design
There are two key elements to the work of every packaging designer: an ability to
understand and work with graphics, and keep up with its constantly changing trends,
and an awareness of current packaging materials technology. Most design colleges
major on graphics and photography, but there is rarely any detailed study of the
different materials and processes available to the pack designer, despite the fact that
using the latest materials and printing techiques can give new design work the
marketing edge.
Furthermore, designers who understand which materials can and cannot be used in
certain situations are the people whose projects will be completed on time and within
budget. Designers without that background knowledge may dream up exciting but
impractical graphic ideas, causing problems for the production teams that hace to
create actual packs from the design brief.