3D product, point of purchase & tradeshow design

PROJECT 2: Package Design for a Common Product
AMANDA KERN | 3D GRAPHICS STUDIO: GRDS-730-OL
PROFESSOR TRUDY ABADIE | MAY 8, 2010

TABLE OF CONTENTS
PROJECT 2: PACKAGE DESIGN PROJECT 3: POINT OF PURCHASE DISPLAY
PROJECT & PART A OBJECTIVES ..................................3 PROJECT OBJECTIVES .................................................62
PROJECT CHOICES & OTHER CRITERIA ........................4 RESEARCH.............................................................. 63-68
ADDITIONAL IDEAS ................................................... 5-6 ROUGH DRAFTS ..................................................... 69-73
BOOK RESEARCH ...........................................................7 DISPLAY MOCKUPS ............................................... 74-77
STRUCTURAL ROUGH DRAFTS ................................ 8-12 DISPLAY DESIGN IN PROGRESS ............................ 78-81
PACKAGE DIE & MEASUREMENTS ....................... 13-14 BASEBALL CARD DESIGN ............................................79
INITIAL MOCKUPS ................................................. 15-17 P.O.P. DISPLAY DIE ........................................................82
LOGO RESEARCH, ROUGHS & COMPS ................. 18-21 FINAL P.O.P. DISPLAY DESIGN ............................... 83-87
COLOR SCHEME EXPLORATION...................................22 FINAL THOUGHTS ........................................................88
INSPIRATION .......................................................... 23-30
PACKAGE DESIGN SKETCHES ............................... 31-33 PROJECT 4: TRADE SHOW DISPLAY
WORD BRAINSTORMING ............................................34 PROJECT OBJECTIVES .................................................90
TYPOGRAPHY EXPLORATION.......................................35 RESEARCH............................................................ 91-101
INITIAL PACKAGE DESIGN ..................................... 36-39 ROUGH DRAFTS ................................................. 102-108
PAPER MOCKUP WITH DESIGN............................. 40-44 BASEBALL CARD MURAL/MOSAIC ...........................109
PAPER SELECTION .......................................................45 PAPER MOCKUPS ............................................... 110-111
SCREENPRINTING PROCESS ................................. 46-53 TRADESHOW DESIGN & MEASUREMENTS ..... 112-113
FINAL DIE CUT PROCESS .............................................54 FINAL TRADESHOW DESIGN ............................ 114-118
PACKAGE ASSEMBLY ..................................................55 FINAL THOUGHTS ......................................................118
FINAL DESIGN ........................................................ 56-59
FINAL THOUGHTS ........................................................60

PROJECT 1 OBJECTIVES
Objective 2. If packaging multiple items, they all need to be the same. For example, it is
Design and assemble a package for a common product using paperboard ok to package a set of pencils but not a set of pencils, erasers, and markers
materials and trendy graphics. The package must contain and protect the product in the same package.
and should include an additional special feature. For example, the package could 3. Research the product, the market, and other types of packaging. Don’t limit
also function as a permanent storage container or work as part of the product. your research to magazines, the Web, and books. Visit stores around the
The actual product should not exceed 3 inches in any direction. area that sell similar items, and research materials and suppliers.
4. Brainstorm ideas for the package design.
Many common items are packaged for the mass market in cheap, poorly 5. Select the ideas with the most potential, and move on to the thumbnail
designed containers. For the purpose of this assignment, you should design stages of your design. You should have at least 5-10 different concepts.
a unique package for your product. Think of this package as the introductory 6. Create a series of paper dummies to test your concepts. Modify the die line
container for the product, an anniversary package, or packaging for some other as needed. Remember, at this stage you should be working with the structure
special celebration. Customers are often willing to spend extra money on a well- only—not the graphics. Reference your textbook for template ideas, but
designed carton that provides other features. don’t copy.
7. Once you have decided upon the design you would like to use, proceed to
Select your product carefully, as you will work with it throughout this course. construct it out of Bristol Board or any other paperboard. This dummy needs
You should consider: the size of the product, the need for a package redesign, to be actual size and should be flawless. Pay close attention to the tabs,
and the target audience. You should also select something that you will not mind scores, and folds.
staring at for hours, because you will. All other projects in this course will be 8. Photo-document this piece.
based on this product. 9. Brainstorm possible product names and logos. Select the ones with the most
potential, and move on to the thumbnail stages of the process. You should
Process: Part A have at least 5-10 different concepts.
1. Select a product to package. In order for the product to be appropriate for this 10. Post a multiple-page PDF to the discussion area. The PDF should contain the
project, it must be “generic,” for example: a deck of cards, a set of pencils, name of the product, the brand name you selected, sketches of your logo, the
paper clips, or push pins. It should not be associated with a name brand, product specifics, the unique selling point (what makes that product different
since you will be creating one. You might also choose a toy that has not been from the rest), a description of the target audience, and the retail price.
branded, like the ones you will often find in a dollar store. Include a short paragraph describing your choice for the structural design,
and explain the special feature. Include your structural pictures. Your pictures
should show details of the tuck tabs, dust flaps, and glue flaps.

AMANDA KERN | PROJECT 2 | 3D GRAPHICS STUDIO: GRDS-730-OL | PROFESSOR | TRUDY ABADIE | MAY 8, 2010

PACKAGING CHOICES
Initial Ideas
After doing a lot of initial brainstorming I found that it would
be inspiring for me to design either a matchbox/matchbook
package or baseball card packaging.

Other Project Criteria
At the start of this project we were reminded of some of the
additional project criteria that certainly influenced my initial
ideas for this project. As we designed this project we are
required to design the project with these constraints in mind:

- Both the structure and the surface graphics should reflect
the nature of product.
- The package must include at least one lock tab.
- The package must include dust flaps where necessary.
- The package must be more than a standard box. It must
have a special feature.
- The package must be functional. Anyone should be able
to open the package, pull the product out of it, and then
put it all back together without damaging the package or
the product.
- The final package must be able to stand up on a tabletop.
- Take into consideration how this product will be displayed
when designing it. Will it stack? Hang from peg board?
- Surface graphics must contain all required information,
including UPC.


PACKAGING CHOICES
Additional ideas
During the brainstorming process I picked up matchboxes
& books along with a few baseball cards to see what was
currently being done currently in the market.

I also remembered how exciting the Moo cards and stickers
were (www.moo.com). The business cards came in a box that
served as storage but also as a “collector” box that allowed
cards to be collected. The sticker book reminded me of the
matchbook packaging and felt it might be inspiring to mix the
concept of matches and baseball cards.


PACKAGING CHOICES
Additional ideas
I was also inspired by the concept of “collector cards”. I recalled
some of the designer collector cards produced by French paper
and included in magazines like How Magazine. My mind began
to wander to other ideas beyond baseball cards. I began to think
of other types of “collector cards”, perhaps some that might be
inspiring to designers. I also began thinking of things about the
packaging that might excite others. I found myself asking many
questions in the early stages of this project.

Obviously the design would influence this but could quotes be
incorporated in a way that excites people like in fortune cookies
or the dove chocolate candy?

Maybe little inspiring messages could be things people want to
hang onto and make them look forward to the next package?

What additional functionality would be useful? Perhaps
stickers or temporary tattoos could be added to the package
design somehow.

Baseball cards have been known to come with gum, perhaps the
package could function with a special gum compartment?

Could the box become a collector box that comes with cards but
also would serve as a box to store collector cards?


PACKAGING INSPIRATION
Researching Package design
As I began this assignment I found myself buried in several
inspiring books to see example package designs. Some books
offered pictures of the final product designs while others shared
diagrams to help me understand how various packages were
assembled. It’s very helpful to see examples of the product
designs unfolded to help me take into consideration how I will
mock up my own package design and design two dimensionally
before assembling the three dimensional piece. The little book
of Big Packaging ideas was definitely one of the most helpful
as it allowed me to see the entire creative process of many
package designs.


ROUGH SKETCHES
Initial packaging ideas
I completed a series of rough drafts to help me think through my
ideas for this project. Notes were made alongside the sketches
to help you better understand my logic behind these ideas.


ROUGH SKETCHES
Ideas Continued


PACKAGE DIE
Creating the die
I decided to move forward with my 7th idea from my rough
sketches to create a collector box packaging. The die was
quite complicated to work with but this is the final die that
ended up working for my mockups. Measurements are included
for reference.

5.625” 5.625”

.375”
.375”
.375”

.375”
.625”
.625” .625”
.625”
3” 3”

.125”
.125”

.125”
.125”

.5625”
.5625”

.375”

.875”
2.125”
.75”

4”

3.5625”

3.5625”

3.75”
.25”

2.5625” 2.5625”
.75” .75” .75”
3” 3”

.375”

.5625”
.5625”

.125”

.125”
.125”

.125”

3” 3”
.375”

.375”

.625”
.625” .625” .625”
.375”

.375”

5.625” 5.625”


PACKAGE DIE
Creating the die
I hope for the package to act as a matchbox. The following die
was created for the outer “wrap” for the card box.

1.6875” 3.125” 1.6875” 3.125” 1.6875”
4”


INITIAL MOCKUP
Creating the mockup
I must admit that the mockup was a little more complex than
I had imagined so when it finally came together after several
attempts I was satisfied with the results. Due to the complexity
of the packaging the paper mockup was certainly more fragile
but it helped me visualize how the packaging came together
for the final design. The package will function like a matchbox
where the package will slide into a sleeve. The sleeve will
include a collectible design.

Paper selection
The main packaging I would like to be created out of a nice
brown environmental card stock. I have French paper in mind
and have considered these stocks for the main packaging. The
sleeve paper will be based upon the final design.


INITIAL MOCKUP
Creating the mockup
The package would have a tuck flap that would allow it to be
opened. When opening it would unfold almost like a book.
The inside would include baseball cards. The box could in
turn be used as a collector box to store baseball cards. Unlike
traditional baseball card packages, when the baseball cards are
bought they come in a package that acts as a storage device for
collectors. This could be useful for those on the go that may not
have a place to put them when travelling to and from places.


PAPERBOARD MOCKUP
Constructing the box
I decided to use French Paper Muscletone Kraft 140lb cover
stock for the primary packaging. Due to the weight of the paper
it couldn’t be printed on through inkjet or laser printers so I had
to manually transfer the die. I found the cover stock far more
challenging to fold due it’s durability, however, scoring the bends
deeply helped make assembly a little easier. It came together
very similarly to the original paper mock up. By the end of the
quarter I could envision screenprinting directly onto this box
with a varnish or slightly darker tint of the brown so that it was
a subtle touch that added to the packaging.


LOGO DESIGN
Research & Getting inspired
I began by doing a bit of research into other baseball card
packaging logos. I also did a bit more research into other logos
being created by other baseball organizations.


LOGO DESIGN
Research & Getting inspired
I did a bit more research into major league baseball team logos.
I discovered retro and current logos for many teams.


LOGO DESIGN IDEAS
Rough sketches
I’ve elected to go with the name “ignite baseball cards” for the
brand identity. This name was inspired by the matchboxes and I
found it an inspiring name for baseball cards that would convey
the energy and excitement of baseball.


PROJECT 1: PART B
Process: Part B
1. Finalize your logo designs.
2. Begin the creative process on the surface graphics. Post in-progress sketches
to the discussion board for feedback. When developing the surface graphics,
take all sides and angles of the package into consideration.
3. Make changes based on feedback received from the discussion boards.
4. Prepare a full-color rendering of the surface graphics. Show all sides of the
package. These can be digital or marker renderings.
5. Post a document with the final renderings to the discussion board. Include a
short design brief with your posting.

Logo Comps
I began working primarily with typography for the logo. Knowing my design
will likely end with a typographic solution the logo has to not only relate to
my ideas but stand out against competitors. I initially went with a typographic
solution using cheltenham Ultra. It had a nice strong bold recognizable look
that would be idea for baseball cards. I worked with the concept of the flame
creating the “i” in ignite. Because I anticipated some asking for the “ball” I
left one with a ball in the center of the flame. I tried the broken type effect
that I felt might get related to the energetic and powerful thoughts that come
with baseball. The last concept I worked more with the flame idea to create
a recognizable icon to go along with the type. The type for the last two logos
is League Gothic that has a strong, bold clean appearance that would be idea
with a typographic solution for the package design.


COLOR SCHEMES
Baseball & Retro inspired colors
I spent time early on searching for color schemes that could potentially be used
for this project. All colors reminded me of baseball or gave me a sense of a
retro feel that I thought would be exciting to relate to the typographic design.


GETTING INSPIRED
Going way back for design inspiration
I decided to do a little research to get inspired. First I began
digging up old examples of baseball cards and other baseball
ephemera from the early to mid 1900s. I found many of the
baseball cards themselves were often boring with a photo,
a team name or packaging name, and the players name. As I
looked at other ephemera I began to look more closely at the
typography styles and colors a little more closely.


GETTING INSPIRED
Going beyond baseball for inspiration
In researching vintage baseball design I came to realize that
many baseball cards were created by cigarette companies.
I began to get more inspired by the designs of the cigarette
packaging and cards that were associated with the cigarette
companies. I found the type and decorative elements in line with
what I recognized during the same time periods researched with
baseball cards.


GETTING INSPIRED
As I researched baseball cards and then cigarette packaging
I learned that cigarette cards have been pretty popular over
the years. I found many inspirational, including these cigarette
cards making women just as collectable in cards as baseball
players. What is intriguing is that some of the same things that
are popular today seem to show presence in some styles of
design in the past. Notice the rays in one card? The flourish and
decorative borders also seem to be just as trendy then as they
are now. It reassured me that if done well, a collector card could
be valuable for just about anything.


GETTING INSPIRED
Researching cigarette packaging I continued to find myself
inspired by typography styles. As I researched I ran into
some matchbook designs that I found to be interesting. Most
were branded to promote restaurants. I began to rethink the
possibilities of a matchbook design with cards.


GETTING INSPIRED
I found vintage ephemera very inspiring, especially when it
comes to color and typography.


GETTING INSPIRED
Getting further inspired by typography
As I found myself inspired by typography I thought about
baseball again and the thoughts of baseball tickets came to
mind as a source of design inspiration.


GETTING INSPIRED
As I was inspired by typography, I dug further to think of both
the process and the creative possibilities. I’d love to screenprint
or letterpress print the project after the project has been
designed and refined. Thinking of letterpress and screenprinting
brought me to additional typography inspiration.


GETTING INSPIRED
One of the most memorable typographic campaigns I’ve seen
to date is the packaging for Chipotle. Yes, it’s bold in it’s use of
typography that speaks to the customer and gets us excited to
actually want to hold the packaging in our hands to see what it
has to say.


PACKAGE DESIGN SKETCHES
Preliminary rough sketches
My initial package design idea would function like a match
box and the sleeve would be primarily focused on typography
similar to the style of letterpress or tickets. Type would be
baseball related to excite the customer with recognizable
things from baseball.


My second and third ideas were a little more playful. The
type would almost “shout” in idea two with the type. Again
baseball related typography. The third idea would stagger the
type to where the type almost also became like texture to
the packaging.


Two additional ideas used similar typographic solutions on the
box. I have considered either printing “varnish” screenprinted
onto the french paper cardboard style stock so it was a subtle
addition to the package design or perhaps losing the matchbox
sleeve idea from the package design should be considered.


BRAINSTORMING
Building typographic ideas for my design
I feel as though a typographic design is the strongest solution “Baseball was, is, and always will be to me the best game in
for this project. I have brainstormed a series of words, phrases the world.” — Babe Ruth
and quotes that could possibly be used for my project.
“The hardest thing to do in baseball is to hit a round baseball
with a round bat, squarely.”— Ted Williams
baseball centerfield foul
homerun grand slam out “People ask me what I do in winter when there’s no baseball. I’ll
slugger triple stolen base tell you what I do. I stare out the window and wait for spring.”
big leagues double coach — Rogers Hornsby
walk single manager
balk bullpen base on balls “Hello again, everybody. It’s a bee-yooo-tiful day for baseball.”
bunt rain check dugout — Harry Caray
bleachers general admission fair ball
field ticket infield “Holy cow!” — Harry Caray
bench world series play ball
pitcher playoff take me out to the ball “It could be, it might be, It is! A home run!” — Harry Caray
first base wrigley field game
second base umpire national pasttime “Take me out to the ball game,
third base base line drive Take me out with the crowd.
catcher runner Buy me some peanuts and cracker jack,
lead off hitter major league I don’t care if I never get back,
steal batter Let me root, root, root for the home team,
pickle safe If they don’t win it’s a shame.
outfield strike For it’s one, two, three strikes, you’re out,
At the old ball game.”


TYPOGRAPHY
Choosing typefaces for my design
I explored a variety of typefaces before beginning the design for
my project. I began by thinking wishfully of using more unique
typefaces from veer. After digging through their site I found
they were a little too costly. I enjoyed Karnak most as I began ITC FRANKLIN GOTHIC (FONT FAMILY)
to come up with ideas for my project. I found many other fonts LEAGUE GOTHIC
worthwhile to consider.
GOTHAM (FONT FAMILY)
FRANCHISE
HEADLINE ONE
GOTHAM (FONT FAMILY)


INITIAL PACKAGE DESIGN Initial package design

Beginning the Typographic Design
I mixed the concepts of ticket design and letterpress typographic
design for my packaging. Typically almost all baseball card
packaging has a baseball player, logo and a bit of type so
my thoughts were to do something different that wasn’t
a “traditional” design and that in doing so it could stand
out amongst the competition. My hopes were that in using
typography I might draw customers in with curiosity and that it
could work towards my advantage.

Front package


INITIAL PACKAGE DESIGN
Typographic design process
While designing I referenced typographic design examples
to see how I could create typographic variations that would
emulate the letterpress and ticket styles I admired. Typographic
weight, sizes, and positioning all were things I considered as I
created the initial package design.

Back package


INITIAL PACKAGE DESIGN
Adding Color to my design
I felt color could add to the design and help give stronger
hierarchy and flow within my package design so I tried a few
different color schemes.


PROJECT 1: PART C
Process: Part C
1. Construct a full-color, fully functional comp of your final package design.
Surface graphics should be clean and legible, and they must work well with
the construction you have created. Don’t forget to include all the pertinent
information, such as: quantity, weight, color, manufacturing place, barcodes,
trademark, © information, etc.
2. Submit photos of your final comp and the process book to the Submissions
area, and post the final design to the discussion board. Your submissions
should include a series of photographs showing the whole package and the
details. Remember, you will be graded on presentation, so make sure the
files are organized and properly labeled.

I entertained pushing the design beyond the matchbox theme and onto the card box. You will see both presented in mockups.


PAPER MOCKUP
Mocking up with the design
I printed the colors designs on paper for a final mockup prior to
screenprinting. My idea did initial involve the package being
within a designed sleeve, like a matchbox. Here’s the first color
comp before deciding on the final colors.


PAPER MOCKUP
When I first added colors to the design I felt as though the first
two color schemes related most to baseball. The red, blue and
grey felt very patriotic and sporty. The blue, yellow and grey also
left me with a sporty feel.


PAPER MOCKUP
Early in the process I knew I wanted to screenprint. I have a bit
of an obsession with French paper and think the Muscletone
kraft paper could lead to interesting screenprinting results. This
is a test print where the color was tested from the paper image
on French paper’s web site. I don’t think we’ll know for sure until
it’s screenprinted if it’s effective enough. Seeing it printed in
person didn’t make me completely eliminate this color scheme.

French Paper sample


PAPER MOCKUP
As I recalled my initial ideas while applying color I remembered
how inspired I was by retro design and ephemera. I felt this
orange, yellow and green color scheme best represented that
retro feel.


PAPER MOCKUP
After giving the project more thought I began to think that
as much as I liked the matchbox concept that it might be
worthwhile to try the design on the box which was something
I had considered since the beginning. I didn’t want to totally
ditch the matchbox concept but also was a bit concerned
with the complicated nature of the product packaging. I was
most worried before mocking up the design that it might pose
problems on the package sides where quotes where. After doing
a paper mockup with the design I can see that it would work,
however, a bit more spacing is needed between the second line
and the bolded line to ensure that any fold needed wouldn’t
compromise the type. I left the fold lines in this mockup to help
me see any final problem areas before screenprinting. I also
left the design black and white for screenprinting reasons. Final
color will be applied through the screenprinting process. The big
new thing for the packaging is that it allowed for type on the
inside of the card box. Words screenprinted would overprint.


PAPER SELECTION
French paper possibilities
I’ve come to realize that a project goes beyond just the initial
design. Paper choice can leave an impression with a customer
and help the design make a stronger impact than if it were
printed on the first paper stock on hand. I have a bit of an
obsession with paper and ordered a few different selections of
french paper so I had on hand when it was time to screenprint.
I went with a few different natural colored styles that could
work with some of the colors I’ve chosen. I also went with a few
Muscletone Kraft Speckletone Speckletone
different weights of paper. Initially I used the 140lb cover and
140lb cover Madero Beach Cream
though I like it’s durability I think a lighter weight may suffice.
100lb cover 80lb cover

Speckletone Muscletone Smart White
True White Madero Beach 130lb cover
140lb cover 140lb cover


SCREENPRINTING PROCESS
Burning the screens
I elected to screenprint this project because I knew the end
result would be more of an impact than a digital laser print.
Screenprinting offers a more original authentic design because
the prints slightly vary based on the nature of the printing
process. It is, however, a very tedious process. After finalizing
the design film was printed on transparencies and then exposed
against the photo emulsion on the screens. To ensure the
screens weren’t exposed before burning the image of the design
onto the screen photo the lights were out with the exception of
the photo sensitive bulbs. No other light could enter the room
while the screens were burning or the screens could have been
exposed which would leave them unusable. An exposing unit
burned the image onto the screen. Each screen took about 11
minutes to burn.


Rinsing & inspecting the screens
Each screen was rinsed out to remove all the emulsion from the
where the image was burned onto the screen. This is a process
that is critical because if all the emulsion isn’t removed it could
lead losing detail in the final screenprinted image. Knowing
I had type and some details in area of the screen I was a bit
concerned if all the type and detail would hold. I used a 305
mesh count screen which was perfect for the detail I had in my
package design.


Inspecting the screens
After each screen was burned and rinsed they were inspected.
This photo was taken with the screen held towards the sun
after it was burned. As you can see, the image allows the light
to pass through the screen. As screens were rinsed inspecting
them was often a repeat process to ensure all emulsion was
removed. The detail in smaller type, especially the counters, as
well as the crop marks were what required the most attention.
The crop marks were critical to ensure they were burned into
the emulsion because they would allow for more accurate
registration of the three colors being used.


Printing the design
I printed the project at Valencia where we’ve got a
screenprinting area set up to print multiple color projects. One
of the challenges in the beginning was ensuring the registration
was accurate. Matte board was squared up on the press to help
ensure the paper was positioned in the same position for every
print. Mixing the color was trial and error. After that the screen
was flooded with ink and then pulled for several prints. I tried a
few paper options that you’ll see in the following pages.


Printing the design
I started with a light yellow similar to the color design presented
earlier in my process book. Screenprinting requires mixing colors
and it’s an experimental process. The lighter yellow looked fine
on the darker brown paper and black paper but not on the lighter
paper. So the yellow was darkened for the lighter paper.


Printing the design
The orange was added to the design. At first registration was a
concern but the crop marks lined up well and appears to have
worked out well.


Printing the design
Green was added to the design. The biggest headache of the
day was the green. It was tough to match the green. Another
issue with screenprinting is that the ink usually dries slightly
darker. I thought the green was close to the original design but
once it was printed I felt it was too dark (as you can see in the
photo on the lighter paper). The green was toned down with
white and in a matter of a couple of minutes the ink had already
begun to dry from the darker green pulled through in the fine
details of the green screen. I had hoped that rinsing the screen
manually with water and a paper towel would be enough to
clear out the dry ink but as you can see, it rubbed right through
the emulsion. After running several test prints (as in the black
photo) it was clear the screen was no longer usable so all the
screens were reclaimed and cleaned.

After being immersed in the screenprinting process for about
seven hours the package design is so close to being printed but
the final screen must be burned again in order to print.


Printing the final color
After recoating a screen with emulsion and burning the image
onto it the next day the green was printed onto the design. The
biggest challenge in using multiple colors in a design that is
screenprinted is registration. The screenprinting table is hinged
so matte board was adhered to the table once the print was
in position to ensure that every print was as close to being
registered with the original design as possible. The process
to print the last color from burning the screen, printing, and
cleaning the screen took about two hours total.


PACKAGE DIE CUT
Transferring the package die & folds
I elected to include as many crop/fold marks onto the print
as possible, however, the die was eliminated. On a laser
print I could have gotten a way with leaving it in but with a
screenprinted project I didn’t want to worry about a slight shift
in the registration or additional ink into the final design in areas
where it wasn’t necessary. So I created a template of the die
and registered it to the marks that were printed and manually
drew the die line. I then scored all fold lines. After scoring I
trimmed the entire package design.


PACKAGE ASSEMBLY PROCESS
Assembling the packaging
The assembly of the package was very tedious given the amount
of folds and places it required glue to adhere the structure of
the box together. Each box took 30-45 minutes to transfer the
die, score, trim, fold, and assemble. I used a few different types
of adhesives throughout this entire process of designing this
project in the mockup phase. I found the Scotch 3M Quick Dry
Adhesive to work best. It only took about a second or two of
holding it in place for it to hold. None of the mockups using this
adhesive that I assembled had any issues days later. It seemed
to really do the trick in adhering the folded areas of the package
together. I did find the final fold at the opening to be the most
challenging. There was little room to work with because the
package was rather small.


FINAL PACKAGE DESIGN
Package design version one
Because I screenprinted I was able to print onto a few different paper stocks.
Though I have a choice, I honestly find something unique about each of the
package design. Seeing the differences of the prints on different paper could
leave choices for the client to potentially offer a series of card boxes. I would
have loved to have had more time to be able to design different typographic
designs and perhaps color variations would have been another option in
a “series”. Here is the first design printed onto French paper (Speckletone
Madero Beach 100lb cover). The paper had just enough texture in it’s
appearance that it added an nice feel to the final product. I loved how the
screenprinting process helped give some type a worn and more original look
than any digital print could have done for this project.


Package design version one
What makes this package design unique in comparison to other
baseball card packaging is that it acts as a collector box. It opens like
a book and the cards can be stored inside. One challenge I had was
making sure the type on the side didn’t go along the fold where the
box would fold open. Before folding the box, typographically it may
appear to have too much space but I think the compensation for the fold
concern works given the functionality needed. The other side of the box
has a tuck flap that keeps the box closed when tucked into the opening.


Package design version two
The second version was printed onto French paper (Muscletone
Kraft 140lb cover). Though I loved the durability of the stock, it
was a pain to fold this package! Though the green was darkened
for this version I found it still a bit too light. Yes, green is a
challenge to work with screenprinting. It was the toughest color
to match and get to work. I found this one didn’t photograph
as well as the piece looks in person. I think if the green was
darkened a bit more it’d improve the package design.

In some feedback received in the first project I was told my
package design shots needed to be clearer throughout rather
than softening past the focal point. I increased my f-stop to 8
thru 11 for most of these shots and for the most part I think they
improved the clarity and crispness in the product images.


Package design version three
Originally a black packaging was never a thought. While
screenprinting I tested one of the first prints against black to
make sure the ink was printing well. I loved the look of the
yellow against the black stock I had on hand. So I printed only
two versions of the black package. I love the contrast the colors
have against the box. They really jump out and grab you. I
suppose this is an ideal example of how sometimes the creative
process can lead to unexpected positive results that may be
perceived by some as a stronger end solution. I’m personally
torn between preferring the first or third version for a final
package design.


FINAL THOUGHTS
Reflecting on my package design project
I enjoyed this project, though I must admit it was a very tedious process.
Throughout the process I believe the end total lead to 6 mockups of the
package design and 4 mockups of the sleeve concept. I went through 10 exacto
blades and nearly a half bottle of adhesive. If I had more time I’d have loved
to have pushed this a step further and developed a series of boxes where the
typographic design changed.

There has been concern about using the screenprinting process in the package
design due to the time required to print the boxes. I spent over 9 hours in the
screenprinting process and printed about 25 packages. I found this concept to
be a “collector” box and feel a company approaching a design like this would
likely need to ensure the budget would support a package that would be this
different from the norm which in turn would justify screenprinting. There are
many companies that have a more efficient screenprinting process that even
includes the use of machines that allow for a more even application of the ink.
Because of this, I think it’d be an idea possibility. The only printing that may be
more unique would include letterpress, embossing, metallic or varnish printing.
If cost is a concern then I would certainly say that I’d also be concerned with the
cost required to assemble the box.

Concern was also expressed about the typographic design and how appropriate
it would be for card collectors. I suppose only a survey or actually putting the
product out to be purchased would tell us for sure if it would be a success.
I found in my research that most card packaging involved a ball player and
the logo but not much more. In comparison I think the differences would help
differentiate this product from the norm and hopefully in turn help it gain more
attention to ensure it’s success.


PROJECT 3: Point of Purchase Display Design

Objective Process: Part B: Revised Prototype
Design and assemble a display for the package you designed for Project 2. This Based on the feedback received, continue working on your prototype. Document
display should be used as either a special-promotion display for your product or any changes, and post them to the discussion board to continue to receive
as a permanent display for your product. Determine this prior to designing, as it feedback. Post feedback to at least three other postings.
will help you decide on the materials.
Process: Part C: Prototype with final materials
Process: Part A: Research, Sketches & Mockup Continue working on refining your mockup, and develop a prototype using the
1. Spend some time studying the package design you created for Project 2. final materials. Document this piece, and post it to the discussion board to
Think about the possibilities to promote this product in a retail environment. receive more feedback. At this point, you don’t need to have all of the products
Decide if you would like to create a permanent store fixture for this display or on it. One or two will do. Post feedback to at least three other postings.
if you would like to create a promotional display.
2. Research. Go shopping! Take a trip to local retailers of the type that would Process: Part D: Final Design
sell your product. Study the retail space as well as existing P-O-P displays. Submit final mockups and your process book via the Submissions link in the
Write a short synopsis of your observations. course menu. Post a PDF of the final design, showing multiple angles, to the
3. Brainstorm ideas for the display. Select the ones with the most potential, discussion board. Post feedback to at least three other postings.
and move on to the thumbnail stage of your design. You should have at least
5-10 different concepts.
4. Select the design with the most potential, and build a preliminary mockup.
Build the mockup at a 1/4-scale size or smaller. You don’t need to use the
actual materials for this mockup.
5. Photo-document this piece.
6. Post a multiple-page PDF, containing your design brief (include ideas for
materials), your research synopsis, your sketches, and the mockup.
7. Provide feedback on three other postings. Be very specific. Discuss the
concepts as well as the execution, and provide suggestions for materials.

AMANDA KERN | PROJECT 3 | 3D GRAPHICS STUDIO: GRDS-730-OL | PROFESSOR TRUDY ABADIE | MAY 16, 2010

Point of Purchase Examples
Attention grabbing displays
I took iPhone photos while I was at target of some of the
sporting card section at target. I learned that most of the
point of purchase displays seem to be generic in style in that
regardless of the type of card series design they all have
the same look when it comes to structure. There were a few
different types but for the most part looking down it wasn’t the
point of purchase that stood out so much as the package design.
Most card packaging came in opened boxes. There’s a lot of
potential to stand out as an original point of purchase.


I visited a local walmart and found this display the most
memorable. It contained a variety of snacks like capri sun,
chips ahoy cookies and more that were branded to the new
Dreamworks kids movie “How to Train a Dragon”. The display
was very fitting in the shape of a viking styled dragon boat. The
boat served as shelving for the products.

The Twilight series also had an impactful display. It was
relatively basic but the graphics were instantly recognizable to
fans and stood out in the store to grab my attention. It contained
books and movies.

I found the toy section to be very inspiring and filled with lots
of displays that grabbed my attention. The first I found was
Strawberry shortcake. The design was relatively basic and
served as temporary storage that was connected to the original
shelving metal elements to hang some of the toys.


Walmart’s toy section had many point of purchase displays that
commanded attention and leaded customers to the specific toys.
I found the toys to be either popular items or of new upcoming
toys. I located littlest pet shop, hot wheels, nerf and a display
for the new Iron man 2 display. Though all weren’t identical
they did share similarities and offered a variety of options for
displaying merchandise.


I found smaller point of purchase displays throughout the toy
section too. These appeared to be connected to existing store
metal hanging/feeding display mechanisms. The graphical
elements were designed to be displayed on plastic surface that
could be attached to the store display mechanisms. It seems
to be an easy, quick, and longer lasting display. Some toys had
cardboard point of purchase displays for smaller items to ensure
multiple items could be displayed.


Taylor swift has a new line of greeting cards out and her display
caught my attention. It is merely the existing card display with
the color of her display integrated behind the cards and above it
is a nifty design to catch our attention.

Schick Hydro razors won for having the best technology in their
display. As I passed it the video caught my attention. The display
held the razors. If it weren’t for the technology I wouldn’t have
remembered this one at all for the graphics in the display.

I found Zyrtec and Claritin to have large displays. Though the
displays are likely temporary they seem to be the type that
would be used for quite some time due to the necessity of the
products for many people.


From a distance the Mach3 razors display wasn’t too eye
catching but as I got closer I was able to see the detail put into
the packaging that held the razors.

The nicorette display had a unique way to hold the product. It
seemed very easy to set up and for the customers to remove the
product from.

The Ironman 2 AC DC display caught my attention with the bold
colors and large set up. It’s clearly another temporary display
that will likely be removed once the newness of the movie
wears off.


Brainstorming ideas
Initial Rough Drafts
I spent a bit of time considering the structure of the point of
purchase display for baseball cards. After seeing examples
I instinctively began thinking of practical uses of the point
of purchase. Due to the fact that they will change every
baseball season the display would be more appropriate to be
promotional than permanent. Initially I did consider an open
box idea but with a more unique opening and the backside
would stand higher. The second idea would need to be either
hung on a wall/shelf or be some how attached to a stand to
find a way to sit upright but there would be a shelf designed
into a background where the shelving would standout
somewhat from the background.


Brainstorming ideas
My third idea I considered a more unique shape for the
packaging. It would be shaped into a triangle, possibly with a
flattened top. In the center the point of purchase display would
lower to leave room for the card packages to be stacked side by
side. With each concept I thought of ease of use for customers.


Brainstorming ideas
I began to think more about how I could use the point of
purchase differently then what was already seen during my
initial research. Unique shapes and different angles and
sizes could help the product get noticed.

The fourth concept doesn’t seem as customer friendly after
sketching it but the shape could draw customers in.

The fifth sketch would enable customers to view cards from
more than one perspective to reach and grab the product.
Due to the cramped space where I found cards in the
store this may be beneficial when multiple customers are
shopping for cards.

The sixth idea would be more of a floor display that could
possibly have two sides to it to display cards. Not sure this
large of a display is necessary for such a small product.

The seventh display idea was a self feeding card system
but due to the thickness of the packaging a longer one
in comparison to others seen would be used. Perhaps
something uniquely designed, possibly die cut to stand out
the sides or top, into the front of this display may help it
command attention.


Brainstorming ideas
My eighth idea would be a display that had a space with
open slits for every package cut into the display. There
would be a background behind it to match the style of the
packaging display.


Brainstorming ideas
My ninth idea was a staggered display. Rather than the
boxes being placed flat in a box they’d display on their
sides on two shelves. The final idea I considered a curved
front. At first it sounded like a good idea and then giving
it more thought the “curve” likely wouldn’t be a great idea
because the boxes would lay flat against the front of it.


Display Mockups
Initial Mockups
I decided to mock up two different ideas. The first idea is an ideal solution to
display and promote the product. It self feeds the package. The front and side
of the packaging could work well with the typographic design on the packaging.
The lengthy display reminds me of the possibilities of typography in letterpress
style design.

I have a lot of people ask about my set up for photos. I have a background stand
and seamless paper. The paper is unrolled and a-clamps keep it in place. I use all
natural light and in this set up the window/door is to the left. I do have shadows
appear at times and a reflector usually works well. In this case I did not use a
reflector with these photos because I had no one to assist in holding it.


Display Mockups
Initial Mockups
I went with another display idea to try. This was inspired by my fifth concept
sketched out. This is one side which would hold card boxes. The display is
self standing and there would be another side that would be a second side
identical in design.


Display Mockups
Initial Mockups
This display was tedious to assemble and for the sake of ensuring it was a
suitable idea I went ahead and went forward with constructing just one side to
see if it would self stand and to see how the display would appear from various
angles. I used equal sides for both sides and the back. If I were to use this display
I’d likely increase the size of the back side of the display. I also took boxes out to
see the inset of the display. I attempted to go two deep with the packaging but
I don’t think it’d be functional given the width of the boxes. My biggest concern
with this display is that it does seem larger than the typical card displays.

Both displays were created at actual size and the products are the mockups to
display for size purposes.


Display Mockup Revision
Making a revisions
The feedback received on my first two ideas pushed me towards continuing with the
first p.o.p. display idea I mocked up. The second idea posted problems with both size
and easy of removing the product. This p.o.p. self feeds the card package. I did make
changes from the first mockup. Due to the material constraints I assembled this display
using two separate paper boards. I was able to modify where the gluing occurred
in comparison to the first concept. I also adjusted the top tuck/flap. Originally as I
was building my idea I had how the box would be assembled a bit backwards so this
version seems more functional. I also added a bit of extra space at the bottom to house
the cards if they were pulled outward. I felt this would be more supportive in case
they began to slide forward from customers pulling the product out. I jotted down the
measurements in the sketch I made as I made the final revisions.


Display Design in progress
Applying the design
This is a screenshot in the midst of working on the typographic design
on the p.o.p. display. I began by adding the copy from the packaging to
the front and increasing the size of the type. My thoughts were to add
other inspiring baseball quotes and perhaps “fan” types of thoughts
to the package. Before doing so I continued to work with the original
type from the package design. I felt it would be wise to stay somewhat
similar, but to change it to fit the display. From a distance I think the
typographic design could be found to be unique enough in comparison
to grab attention. After working on the side of the package I elected to
take a step back for feedback. I will likely rework the front sizes and
positioning so that it’s larger and the flow of the type works with the
size changes. Near the opening on the sides I may include a call out
that shouts at the customer to grab some cool collector cards.


Baseball card design
I thought out a few baseball card ideas. In sketches I thought more
in terms of layout and placement of type and imagery. As I began to
design on the computer I found imagery was limited. I began to think
more typographically but realized the actual focus of the cards needed
to be the imagery of baseball players so I tied in the existing branding
and typography/elements in a minimalist style to create the cards. With
more time the back to the cards would be designed and though the
front has some typographic similarities I think seeing both sides would
help tie in the design consistency with the packaging seeing how the
back is where most typography is featured.


Display design revisions
Here are the display design revisions. The back of the package is a
separate part of the die due to the size considerations. It will be against
a wall so no design is necessary on the back.

REINSERTION FOR CARD DIE CUT FOR REINSERTION FOR CARD
BOX DIE ACETATE SEE THRU BOX DIE


Baseball card design
During the design process I took screenshots of the direction I was
taking as a comparison. I considered making the illusion of packages
showing through the acetate window area to potentially save cost
but also to be in place if too many packages were removed from the
display. I don’t quite think it’s as successful as just the display to remain
open or the acetate because I’m not so sure everyone would get the
concept of the design.


P.O.P. Display Die
Creating the die

4.3125”
After creating the final mockup I digitally created the die that would act as the
template for me to work with for the p.o.p. display. .75” .75”

1.5”

1.5”
8.125”

1.5”

1.5”
1.5”

1.5”
4”
.75” .75”
1.5” 1.5”

2”

4.375”

5.75”
1.875” 1.875”
Front
Back

8.125”
1” 1”
8.9375”

8.75”
4.375”

2.375”
3.875” 3.875”

2.75”

2.75”
5”


Final Display Design
Baseball card point of purchase display
Here’s the initial point of purchase display constructed. I used acetate
to act as a window so that the customer could see the products within
the display container. Besides it being a cost issue, I did find that
working with acetate was problematic to ensure it had no finger prints
and that the glue didn’t cross into the viewable area. This project was
printed on the same french paper as my product, however, due to the
time constraints it was printed on an larger format ink jet printer.


Baseball card point of purchase display
On both sides I created a reinsertion point for packaging. It’s likely that
customers may remove a box, look at it, and if they decide against
purchasing the customer has the ability to reinsert the box back into
the display.


Modifying the point of purchase display
As I designed the baseball cards to incorporate into the point of
purchase display I must admit it felt rushed conceptually and without
spending a lot more time to brand the card series I recognized that it
might not be wise to force including them into the point of purchase
display. I though back to the packaging for companies like Chipotle
where a product is rarely incorporated into any advertising and decided
to modify the point of purchase display slightly with that in mind.

I constructed a few additional packages to include in the display. Each
package takes on average 30-45 minutes to fully assemble by hand.


Both sides of the display have reinsertion points and have the same
typographic messaging so that if it is viewed from either angle the
design could be seen.


As in the first display presented, this also has the reinsertion point and
the acetate window.


Final thoughts
Reflecting on my point of purchase display
I think the biggest challenge I faced in this project was how to maintain
the consistency of the package design. I realized midway through the
project that I had wished the actual product had been designed. In
comparison to others in class, I choose a product that would be best
designed before the packaging. So I found myself reflecting on the last
project and realizing that I wished more focus was placed on branding
the product and creating actual baseball card designs before focusing
on the structure of the package.

After spending time researching the baseball card designs of past and
present I do think the current card design could potentially work but
without tying in the typographic design of the back of the card it may
not be as clear. The back of baseball cards typically contain statistical
and biographical information, however, the front of cards are filled with My point of purchase display (above)
large imagery and minimal type.
Common baseball card point of purchase display at store (below)

Given the space limitations I think this display concept was the most
appropriate of those I conceptualized. I think it varies enough to help
it stand out in comparison. As you can see from the competitors - they
merely slap on a new sticker onto a generic box/container that holds
the cards.

Because the project was printed on an ink jet printer I do notice slight
color variations, however, due to the time constraints it wasn’t realistic
to screenprint. However, with more time, screenprinting is certainly a
possibility for this project.


PROJECT 4: Tradeshow Booth Design

Objective Process: Part B
Design and assemble a display to promote the product that you repackaged Based on the feedback received, continue working on your prototype using the
in Project 2. The trade show is a business-to-business show, and your client final materials. Document any changes, and post them to the discussion board to
has reserved a 10 x 10 booth. Select the type of display that will best suit your continue to receive feedback. Post feedback to at least three other postings.
client’s needs to promote this new product.
Process: Part C
Process: Part A Submit final mockups (photo-documented) and your process book via the
1. Spend some time studying the research you collected to complete Projects Submissions link in the course menu. Post a PDF of the final design, showing
2 and 3. By now, this product should be very familiar to you. multiple angles, to the discussion board. Post feedback on at least three
2. Research some more. The trade show industry is probably new to you. other postings.
Research the industry as well as display manufacturers to familiarize
yourself with what’s available.
3. Brainstorm ideas for the display. Select the ones with the most potential,
and move on to the thumbnail stage of your design. You should have at
least 5-10 different concepts.
4. Select the design with the most potential, and build a preliminary mockup.
Build the mockup at a 1/4-scale size or smaller. You don’t need to use the
actual materials for this mockup.
5. Photo-document this piece.
6. Post a multiple-page PDF, containing your design brief (include ideas for
materials), your research synopsis, your sketches, and the mockup.
7. Provide feedback on three other postings. Be very specific. Discuss the
concepts as well as the execution, and provide suggestions for materials.


TRADESHOW RESEARCH
Researching Card & Collector shows
As a kid I recall going to a few card shows and in comparison to other
tradeshows and exhibits they seem very low budget. The feature isn’t just on
new products but also on old collectible cards. Cards are not only being sold but
some vendors even purchase cards. Generally larger vendors such as actual card
companies only sell cards. I did a bit of research to help remind me of what I
could expect if this product was displayed in a tradeshow or exhibit that might
be related to sports card or collector shows. I was quickly reminded that the
focus is rarely on just a new product but instead there’s a larger display of cards
and memorabilia on display in addition to new products. There’s also a concern
of protecting cards if they are on display outside of their packaging.


TRADESHOW RESEARCH
Most card shows are so low budget that the cards are often just thrown onto a
table for collectors to go through. For new products they are just placed on the
table where the packaging can be seen. Card shows aren’t always hosted in
convention centers. They can be found in hotels, malls, and other public venues.


TRADESHOW RESEARCH
Most display graphics were either non-existent or were very low budget such
as cheaply printed banners. The focus was more on the products on display than
the actual tradeshow booth design. This leaves a lot of potential to stand out at
a card show with a strongly designed tradeshow booth design.


TRADESHOW RESEARCH
Photoshop World tradeshow research
At the start of the quarter I attended Photoshop World and took several photos
of the tradeshow knowing I would need to reflect on examples to get inspired
before starting this project. Some of the displays that stood out to me had higher
displays that stood out from a distance.


TRADESHOW RESEARCH
At the start of the quarter I attended Photoshop World and took several photos
of the tradeshow knowing I would need to reflect on examples to get inspired
before starting this project. Trudy mentioned that the Big Folio space was similar
in size to the space we would be working with. What was interesting to see
what that some display such as the big folio display maximized exposure by
having designs on the side and front of the booth. It’s something to keep in mind
as I design - the audience may enter the display from multiple directions. I also
found some displays to have specialty lighting or equipment that helped the
displays stand out.


TRADESHOW RESEARCH
Veer won the award for being my favorite tradeshow display. Their display
had 3 dimensional type. They also gave away buttons. Of course thinking of
“giveaway” items would be ideal for any tradeshow. Kelby Training had a
large open space for their computers that the audience could use to try out the
training. Mpix had a nice higher banner that could be seen from any direction.


TRADESHOW RESEARCH
The Wacom display had fun banners. Their actual display was more of a display
of their equipment. Westscott’s display was a large square that again could
be seen from any direction. The front sides had the most imagery to draw the
attention from the public.


TRADESHOW RESEARCH
Finding more research
I dug a little further to see if I could find other examples. I found tradeshow
manufacturer’s easily and noticed they did have a variety of display options.


TRADESHOW RESEARCH
Many manufacturers offer options to include graphics onto more uniquely
shaped trade show displays.


TRADESHOW RESEARCH
I dug for additional research of other tradeshow displays and found a variety of
exhibits to see the various possibilities.


TRADESHOW RESEARCH
Most of the designs that stood out had a larger graphical elements higher in the
air so that the booth could be noticed from a distance.


ROUGH DRAFTS
Initial trade show sketches
The first two ideas I began thinking of ensuring a higher graphical element was
present to grab attention. At first I thought of a wall where the typographic
design similar in style to the box design would fill the top half of the wall. A solid
color would be on the bottom. A table of cards would be on display.

The second idea I felt a circular overhead graphical display could easily approach
all directions. A wall behind the main table would hold the p.o.p displays. A table
would be on display for collector cards where perhaps a variety of cards by the
company could be shown.


ROUGH DRAFTS
With the third sketch I began to think more about the space. If it were a corner
display there could be potential to use the wall to approach two sides. The p.o.p.
display could be on the wall for easy access.

The fourth display I began to think of some of the research I found and the shapes
in the displays. A card table is essential at a card show. It has potential to also
hold a design.


ROUGH DRAFTS
I began to think more about the design in addition to the space. Cards seem to
excite collectors so though I would love to keep the typography in the design to
keep some consistency I think it would be interesting to include actual baseball
cards on a wall.


ROUGH DRAFTS
I began exploring another idea that was more baseball card inspired. The sides
would still include a typographic design to maintain the consistency but the
background would be real baseball cards.


ROUGH DRAFTS
After my initial sketches I shared with the class I was informed that the ideas I
was sketching out might be a bit larger than the 10’ x 10’ space we had to work
with. So I rethought some of my ideas a bit more. I began to think more of the
shapes and forms as well as the possible inclusion of baseball cards into the
design of the tradeshow booth display.


ROUGH DRAFTS
Though more unique shapes were interesting I found more rectangular shapes to
match more with the branding and current product design.


ROUGH DRAFTS
I found sketching out from bird’s eye view to assist me in the thought process of
how them measurements would work out for my tradeshow display. I am planning
on designing this to scale of 1 inch = 1 foot.


DESIGN PROCESS
Baseball card mural/mosaic
I felt a baseball card mural/moscaic might be worth exploring into the tradeshow
booth design. Ideally this display would be at a baseball card collectors show/
exhibit and what better way to excite collectors than to have cards incorporated
into the display. I dug up some of my old baseball cards to put together this
mosaic of cards. Ideally it would be just the “ignite” brand’s cards but given that
it’s a fictional company I went with any brands I had that would add interest
to the mosaic. The cards were glued onto a cardboard box. Nearly 200 cards
were used to create the mosaic. I then photographed the cards to be used in
the project. I want the colors to be as close to what I see in real life so I used
a grey card (the circular grey item in the photo below). I then photographed the
cards one more time in the same exact lighting and used the grey eye dropper
in the levels adjustment layer to correct the colors in the photo. Though they
weren’t too far off this trick did help add a bit more vibrance to the photo without
guessing or relying on my screen.

The grey eye dropper
auto adjusts for 18%
grey which is the same
as the grey card used
in the photo.


3D product, point of purchase & tradeshow design

3D product, point of purchase & tradeshow design

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