Constructivism was a design movement prevalent in the 1920's in Russia. Two of its most celebrated proponents were Alexander Rodchenko and his wife Vavara Stepnova. The movement was based upon a socialist-based ideology which looked at design as a way to construct a new culture and society for the benefit of the masses. Constructivism used advertising and commodities as mediums to promote benefits of the new socialistic and eventual communist government positions and programs. As such, most designs created by Rodchenko were advertisements for government-owned and or sanctioned products and services.
While most design projects centered around Constructivism usually stress the FORMAL qualities of the approach to designing a message – bold sans-serif type, the prevalent use of red and black, photography and photomontage, arrows and graphic directionals, asymmetrical and dynamic symmetrical layouts – we will be just as concerned with it's emphasis on MESSAGE construction, compositional hierarchy and strong visual syntax.
This
project will be a package design for your previous object poster “object” and process poster “product.” You will design a package, from a Constructivist point-of-view, to
house and promote the object as a product.
Note that a package not only protects your product, but promotes it as well. It is essentially a sophisticated 3D advertisement, which is meant to be seen, picked-up, scrutinized, purchased, taken home, used as instructions, then discarded. As a message, your package should address its sender, its function, benefit, and effectiveness, and its audience.
Note that a package not only protects your product, but promotes it as well. It is essentially a sophisticated 3D advertisement, which is meant to be seen, picked-up, scrutinized, purchased, taken home, used as instructions, then discarded. As a message, your package should address its sender, its function, benefit, and effectiveness, and its audience.
Your package design must include the following elements/content:
• A dominant image (Photomontage)
• Graphic elements/devices
• Graphic elements/devices
• A title
• A listing of product features
• An implied benefit
• A listing of contents
• A set of instructions on using the product
• A brand
• A brand
Project Schedule
Product Research/Determination Due Thursday, February 18th Post on Blog
- Rodchenko Package Syntax Exercise
- Review in-store Research & preliminary Design Brief
- Finalized Design Brief, Competitor's Packaging Comparison Board,
and Concept Image Board due by end of class
and Concept Image Board due by end of class
Package Concept Roughs Due Tuesday, February 23rd Post on Blog
- Laser proof posted on crit wall
- Critique / Work in Class
3D Package Comps Due Thursday, February 25th Post on Blog
- Laser proof comp display in Class
- Critique / Work in Class
3D Package Redo Comps Due Tuesday, March 1st Post on Blog
- Laser proof comp display in Class
- Critique / Work in Class
Final Package Due Thursday, March 3rd Post on Blog
- Must include:
Brand (Sender), Tile (Product Name), Features / Benefits, Contents,
Ingredients, Instructions, Other
- 3D Package / Flat Layout
Brand (Sender), Tile (Product Name), Features / Benefits, Contents,
Ingredients, Instructions, Other
- 3D Package / Flat Layout
- Final Critique
