This category is for all retail and display packaging designed to increase sales or improve customer experience, including the graphics and copy on the outer package, the physical packaging, in-package materials, documentation, and out-of-box experience, as well as innovations in production, printing, and distribution. Any Package Design may be submitted, including designs previously submitted to Spark competitions. This category is for any professional designer, but not students, who have their own category. Here are some Package guidelines from the highly esteemed designer, Earl Gee, winner of multiple Spark Awards and two-time Spark Juror:
Conceptual Connection of Package to Product
If the package has a unique shape or form, show how the outside container conceptually relates to the shape or form of the inside product—show the conceptual basis for the package’s form.
Experience, Function, and Use
If the package has a unique structure, show how the package opens, how it displays the product, or how it can be re-used for another purpose. Show the user’s experience with opening and interacting with the package.
Stacking, Display, and Space Efficiency
If the package has a unique shape or form, show how it stacks or can can be displayed in multiples in a retail environment. If the package has unique physical extensions or structure, show how these relate to the product concept, how they will avoid damage in shipping or display, and are an efficient use of valuable store shelf space within a retail environment. Hopefully the package’s uniqueness, functionality, or re-usability will offset the basic space-efficiency of a traditional rectangular box.
Resource and Material Sustainability
If the package uses greater resources or materials in manufacturing or assembly than what is usually required by a package to protect a product in shipping, show how the solution’s uniqueness, enhanced consumer experience, or increased value in use/reuse can justify the additional resources or materials.
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