The Silent Salesman a Visual Guide to Artisan Package Design

摘要

A designer must consider several factors related to the product and its marketplace to create a successful package design; however, there are three general areas that must always be covered to lay the proper foundation for any effective brand composition. First, a designer must have thorough understanding of the historical context of branding and the relationship the individual product has with its consumers. Secondly, a designer should understand the basic functions of package construction to maximize the product's visual impact on the consumer. Lastly, a designer must understand how consumer psychology will affect a purchaser's actions. Through a close examination of these three areas, a mock-brand was created taking special note of the visual impact of the design. Field & Flour Bakery was built using the ambiance of a handcrafted and artisanal aesthetic to appeal to a higher end consumer who wants to be associated with a quality product that still has the appearance of being locally sourced from the community in which it is marketed. This brand includes a logo design, merchandise bag design, two box designs, and other packaging materials. Through a compelling combination of these elements, the package design will act as the "silent salesman" for the product and hopefully persuade the target audience to invest in the brand.