When external values count – excellent packaging design
The Red Dot Award: Communication Design 2017 is well underway. Agencies, designers and companies from all over the world are currently called upon to submit their well-designed and creative works and projects from the field of communication design. A total of 18 categories are available for participation, one of them is “Packaging Design”. Packaging, which is awarded the coveted Red Dot label, impresses with materiality, interesting forms and the clever transfer of their respective contents.
Packaging design with the power to convince
The art of packaging design is to send messages within seconds since hardly any form of advertising comes as close to the customer as the packaging. It can send visual, verbal, haptic or olfactory signals. Its most important function is to convince the consumer of the purchase. This can only be achieved with a well-designed packaging, which focuses on the target group and takes its needs into consideration. Against this background, the choice of color and material as well as the shape appropriate to the consumer article are at the center of the design process. A good packaging design works on several levels: it describes the content and upgrades it, it can change the view of a product and, in the best case, can also exist apart from its function as an aesthetically perceptible object.
Awarded with the Red Dot: Best of the Best in 2016, the packaging “Zhangren Workshop” created a visual bridge to its content, a Chinese candy specialty made of rice. In a creative way, its origin is told. Equally convincing is the packaging design “L'EAUNDRY Fragrance Laundry Detergent”, which gives a detergent the appearance of a luxurious perfume flacon. This unusual idea and excellently implemented design was also appreciated by the Red Dot jury in 2016 with the Red Dot: Best of the Best.
In the same year the “Ageing Wine Bottles” were honoured with the highest single award, the Red Dot: Grand Prix. As the best design achievement in the “Packaging Design” category, the beverage packaging convinced the jurors with its brilliant approach: Without words, the copper-coated bottles convey the most important aspect of wine, namely the time, to ripen and thus develop flavor. This process, which takes place inside the bottle, makes the packaging visible to the outside, as the surface gradually changes to green in the course of oxidation.
Red Dot Award: Communication Design 2017
For 25 years, the competition has provided agencies, designers and companies from all over the world a platform for evaluating their design and creative services. Currently, the registration phase of the Red Dot Award: Communication Design 2017 is on. Final deadline is 9 June 2017.