DiMarco J. Digital Design for Print and Web: An Introduction to Theory, Principles, and Techniques

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ChaptEr 4 Conceptualization and Planning 123

Packaging

Consumer goods are sold in packaging

that is created by a digital designer.

The package is the silent salesper-

son for a retail product. Packaging

includes: bags, boxes, CD and DVD

jackets, tags, labels, poly bags, con-

tainers, lm, and foil. Packaging is

critical for selling a product because

it draws attention to the product and

persuades the consumer to trust the

brand. Package designers perform

typography, create product trade-

marks, shoot photos, and illustrate

icons. The size of the package design

varies with the product.

Figures4-19b Lou Reed CD package. Design by Stefan Sagmeister.

Figure4-19a P a c k a g e

design project. Design

by Kristen Crawford.

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PART ONE Theory and Principles124

POP, Signs, and Billboards

POP, or point-of-purchase displays, are lled

with merchandise. Such countertop and free-

standing displays, which are encountered by

consumers in retail stores, are designed to

lend persuasive appeal to products and are

used to organize products throughout the

retail space. Signs and billboards are public

communications that are used to inform, per-

suade, and educate audiences. We see signs

everywhere in public places: for advertising

(product billboards), waynding (location,

direction, and trafc signs), and branding

(corporate logos on buildings).

Posters

Posters are used for the communication goals

of persuasion, education, and entertain-

ment. In retail stores, posters persuade us by

depicting models using products. Illustrated

posters in doctors’ ofces educate us about

the parts of the body. Posters with images

of favorite athletes, celebrities, or musicians

drape the walls of teenagers’ rooms.

Typical sizes:

11 × 17″, 17 × 22″, 24 × 36″, 36 × 48″

Figure4-20 New York Shakespeare Festival bill-

board, 2008. Design by Paula Sher.

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Figure4-21 Poster for Guggenheim exhibition in Japan. Design by Stefan Sagmeister.

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Figure4-22 “This is a poster” poster. Design by Angus Hyland and Fabian Herrmann.

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ChaptEr 4 Conceptualization and Planning 127

Publication Design

Publication design focuses on magazines and newspapers, which are typically

used for all four communication goals. Publication design requires a digital

designer to scan and retouch photos, create illustrations, perform page layout

and typography, and create an information container with structure. Magazine

and newspaper designers create master pages (pages that stay consistent) by

building digital templates and style sheets to ensure column widths and grids

are treated consistently from page to page.

Figure4-23 Dairy Today magazine cover. Design by DJ Stout and Daniella Boebel.

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PART ONE Theory and Principles128

Figure4-24 Cover and spread for Time magazine. Design by Luke Hayman.

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ChaptEr 4 Conceptualization and Planning 129

References

Adler, Elizabeth. 1993. Everyone’s guide to successful publications: How to produce

powerful brochures, newsletters, yers, and business communications, start to

nish. Berkeley, CA: Peachpit.

Curtis, Hillman. 2000. Flash Web design: The art of motion graphics. Berkeley, CA:

New Riders.

———. 2002. MTIV: Process, inspiration, and practice for the new media designer.

Berkeley, CA: New Riders.

Kristof, Ray, and Amy Satran. 1995. Interactivity by design: Creating & communi-

cating with new media. Mountain View, CA: Adobe Press.

Society for Environmental Graphic Design. 2009. What is environmental

graphic design. http://www.segd.org/#/about-us/what-is-egd.html

Wheeler, Alina. 2003. Designing brand identity: A complete guide to creating, build-

ing, and maintaining strong brands. Hoboken, NJ: John Wiley & Sons.

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Part two

Techniques

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