Package Design Critique Part 1 - Young Guns Episode 5
Vložit
- čas přidán 28. 07. 2024
- Why is packaging important? How can design make something look more expensive? Can design change the perception of value for a commodity good?
In episode 5 of the Young Guns 2, Chris reviews the packaging design assignment of the first batch of designers.
Here are the parameters:
• Choose an ethnic food to redesign its packaging
• Do not change the logo or colors
• Must use all type, legal, barcode from the existing package
Judging criteria:
1. Position for high-end clients
2. Appetite appeal
3. Shelf presence
4. Highlight product features
5. Appropriateness
00:13 - Anastasia Vlasenko
12:12 - Annie Yang
28:55 - Maitreyee Kalaskar
36:15 - Meghan Kreger
Thanks to our gear sponsor SONY - See the A6400 footage in later episodes:
bit.ly/futur-sony
Follow these designers' journey on Instagram:
/ anastasiavlasenko_
/ anniieyangdesigns
/ maitreyee.k
/ mindfulpursuits
/ monikapern
/ ria.hardcastle
/ tos.adeniyi
Do you like the music in this episode? Check out Epidemic and Artlist through our affiliate link:
• share.epidemicsound.com/thefutur
• bit.ly/2uWdna7
#FuturYoungGuns #GraphicDesign #Critique #Review #PackagingDesign
===
👉Subscribe: goo.gl/F2AEbk
👉See our Academy Channel: goo.gl/vB9zoP
Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
goo.gl/bRt5qd
🎙 Futur Podcast: thefutur.com/podcast/
✍️ Futur Blog: thefutur.com/blog/
-
Love the content? Become a sustaining member for $5/mo today.
goo.gl/nwekfL
BOOKLIST -
Essential Reading for Creative Professionals: bit.ly/biz-booklist
Essential Design Books: bit.ly/futur-design-books
Kits & Proposals:
goo.gl/mSjuWQ
Visit our website:
www.thefutur.com
FREE resources:
goo.gl/Qh6gHr
Mandarin (Chinese) Subtitles on UiiUii
uiiiuiii.com/?s=the+futur
-
We love getting your letters. Send it here:
The Futur
c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404
USA
-
AFFILIATE LINKS*
🙏 Support The Futur by purchasing through our affiliate links:
Amazon: bit.ly/thefuturishere
Webflow: bit.ly/2EbET9l
Retro Supply Co.: bit.ly/2GW8gzR
Creative Market: goo.gl/g4jlTE
Design Cuts: bit.ly/2GSsAR3
✍️ Sharpen your skills by taking a course, using our affiliate links:
Skillshare: goo.gl/YCo2uT
School of Motion: bit.ly/futur-som
Bring Your Own Laptop Tutorials: byol.me/thefutur
🎧 Do you like the music? Check out the music libraries we use in our affiliate links below:
Epidemic Sound: share.epidemicsound.com/thefutur
Artlist: bit.ly/2uWdna7
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
-
Futur Podcast on iTunes: 🎙
itunes.apple.com/us/podcast/t...
Spotify: 🎙
open.spotify.com/show/5K96ryZ...
-
Host- Chris Do
Content Director- Matthew Encina
Cinematography- Aaron Szekely, Mark Contreras, Ricky Lucas
Live Editor- Jona Garcia
Editor- Ricky Lucas
Social Team: Elle Money, Alex Burlui
Futur Theme Music - Adam Sanborne www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song- Adam Sanborne
Who needs design school? So much realistic and useful information here!
I really love this series! With that in mind, I feel like the critique part is being cut down, due to the amount of people being featured. The critique is my favorite part of this series, so I would love to see more in depth discussion about that. However, I do understand the time constraints.
I liked the setup from S1 better. Here, they're not cutting to the product when Chris criticises a specific feature. So it's very hard to keep track. Also, the paper printouts were easier on the eyes and the corrections made directly on it was a good touch too.
If you guys can't revert to that, atleast show a screen capture of his iPad instead of a weird camera angle that's helping no one.
I was thinking this also.. More so with the camera not cutting to the product or Chris' iPad when he is making a critique. this is a little bit frustrating when you are just looking at Chris and he is making changes/breaking something down on the product.
Mistake on production, we thought we were screen recording only to find out we weren't. The critique should have been shown like Annie's where you can see Chris' red marker. Apologies
because it sponsored by Sony Camera bro :))
@@abbichoa145they didnt pay us and we have to send them back after the series is done, they didnt sponsor the series
@@rickylucas yeah man
This is a huge asset to the design community. Most designers dont have the opportunity to have such thoughtful and concise critiques. This really helps put a lot of design strategies and their purpose into a better context as to what their meaning is and how it supports the overal product. Awesome work guys.
I think Meghan's proposal somewhat hit the high-end criterion and abandon all other criteria (appetite, highlight product features, and appropriateness), that's why Chris is being so hard on her. The clean and cold look is quite an easy approach for high-end products but it doesn't go well with being appetizing or anything else of the product. Plus the fact that the original packaging is a pretty decent one doesn't make it easier for the redesign, it is more challenging because you should be able to surpass something that is already good. If Meghan can successfully corporate feedback and rethink about what she should do, hers will be a delight.
Also I know it's hard to be in a public critique and afraid of the internet judging you, but really, no one here does Meghan. We are all here to learn and glad that you are brave enough to participate in this and give us the chance to be on this journey with you.
If you are already so good and Chris has nothing to critique about your work then you probably should not be in the show because I don't think that's the point of this show haha.
P.S: this turn out longer than I thought, really wish i didn't make an essay everytime i was in the comment section. anyway thank you for coming to my ted talk ✌️
It really bugs me when "Green Tea" is written in red 😄
Reminds me of the "Grey Advertising" logo, designed by Chermayeff&Geismar&Haviv, written in red
It's almost offensive
Probably it is red because it's Japanese tea. Japan is associated with red (even though it's actually from Sri Lanka, and that's a bit confusing).
The last critique, to Megan, was too hard. It was the best of all the options presented. I loved the clean, very zen-like appeal of the packaging.
simp
@@ayushkumarsingh8832 that made me smile lol. didn't expect that comment
@@maximilianjung5550 omgggggggggg big fan of yours
The White Rabbit redesign was done with so much respect and I appreciate it a lot. For some people without context of the product and the brand it might seem bland but for someone who grew up eating it, I felt the respect and homage that was done to it.
Great information in these critiques from Chris Do. One thing that's driving me crazy, when he's critiquing, it's a wide shot of him talking down to his iPad and I can only see a tiny little image of the design in the top monitor or at that sharp angle when it's a close up of him drawing on the iPad. Just a little irritating that I can't see the design properly as he's making key points in the critique.
Meghans design is my fav so far
Awesome for doing the White Rabbit candy Annie, the nostalgia is real. I haven't had the candy in years, but that candy wrapping haven't changed much or at all in the past 20+ years. I agree that if you fix the hierarchy you will definitely improve the packaging significantly. One thing about the original packaging that always stood out to me as a kid was the bold, black and red shapes and the rabbit.
One suggestion I have is maybe you can leave out the candy illustration and just maintain a clear plastic cutout. That cutout can even be the shape of the rabbit itself. The candy wrapper have always been the more appealing aspect of the branding and that cutout can be your main focal point.
I wouldn’t have done much better, this stuff is so hard. The mix of personalities and mindsets in this season is awesome. Confidence seems to be different, I wish they would let that go and just go all out.
Learned a lot with this packaging critique 🤓 can't wait for the next part of packaging critique series video
omg that original White Rabbit design is a masterpiece, maybe I'm imagining things but it feels like a kubrics movie, discovering new things every time you look at it
I think Meghan started out with a great concept to incorporate Japanese tea history in the packaging, just didn’t really execute it as well, but I think Chris gave great feedback to help her. (Also, Great edit Ricki! I like this new set-up with the TV in Chris’s office)
thank you, this was on the fly setup it will look better coming up
Critiques are always a hard pill to swallow as a designer, but I have to admit that Chris did a really great job critiquing the Japanese packaging design. As a recent graduate of the School of the Art Institute of Chicago, critiques in the classroom can get pretty intense -- especially when it comes to culture. I think he did a great job at pointing out stereotypical East Asian typefaces and the very, very stereotypical "geisha" caricature. Good luck to everyone - it's always great seeing how these designers grow in their craft!
thanks Casey.
This was a good experience! While watching I could see what could have been done to make it better. I guess that's what matters now, understanding and learning form this.
Liked Meagan's the most. On chris' critique of annie's I liked the number 2 alternative best, but the number 3 alternative is playful and fun.
I liked Annie's design more than Chris did, although I liked his idea of going in a Pop Art direction. Blowing up the older bunny design and the deco-ish text could look really great.
The girls concepts in the montages looked good, why their final submission was so different.
Over thinking..... Favourite task of creative people 😁😂😂
Your critiques inspire me so much, Chris! I love hearing you break down elements and how you draw inspiration from EVERYTHING! If I only watched you critique works for an hour a day, I'd feel like an expert in a month.
The part about Japneese products being designed as a gift was something that made me think a lot about incoprporating that into my work. Thank you! 🎁
You're very welcome
It was worth the wait. Some much to unpack, great reviews. Thanks TheFutur
Nice start young guns. Go Girls! Chris - critiques are spot on & excellent suggestions. Re: white rabbit creamy candy...#3. Also completely agree with your suggestions on properly understanding the culture and story prior to upgrading. Lastly (personal note) Chris I applaud you for taking the time to learn proper name pronunciation. Really enjoying the series❣️
The first design of Basmati rice looks like a Book/Magazine cover to me.
I'm a sucker for nice packaging :D Thank you Futur-Fam
The last critique was too hart in comparison to the others, I think. I think the lettering as well as the illustrations where quite beautiful and communicated a natural vibe. ( had more issues with some of the type, but overall I thought it was quite good)
With your critiques on Annie’s I really liked number 3, but 2 had those nice clouds. Number 3 is my favorite.
Agree 👍
25:00 i prefer the rabbit draft suggestion on the left. Good idea Chris. #3
Thanks
So awesome!
I'm going to go through YG1 and do this alongside because this is awesome and absolutely want to do this!
i think defining your assumptions about who you're designing for and the purpose is super critical before starting any design effort
When you zoom into the rabbit design and made it big, it really makes sense because the big Chinese text actually translates to "Big white rabbit"! Genius!
I am here to support Meghan because her portfolio is very strong and every piece of her works is consistently good! How long did they take to the packages redesign? Is this just first review or the final work?
Thank Chris for calling out on those stereotypical "Asian Typefaces"!!! Loved the critique as always.
And I think this was a really tough challenge because it's generally hard to design anything that's out of your familiar culture. I've seen too many "Japanese" products with completely butchered designs. I hope in the real world the companies go through thorough research and consult with people really familiar with the culture to design anything ethnic no matter if they decide to stay in an authentic way or modify it for more fusion style.
Considering that the young guns had limited time and resource to do that research on the culture side... Well done, ladies!!
Meagan works looks different from the shelf for sure. I love what she did, it looks way way better than the previous. And looks expensive products.
I agree with a few comments that people don't feel YG2 competitors watched YG1. I would expect a bit more research into the client to embed some heritage into the design, purpose behind choices. Maybe it happened but wasn't shown.
Also the music was a bit too relaxing guys, I was having a yoga moment.
its hard to make a package design critique a rock show tempo, but i hear your feedback
@@rickylucas oh no, no rock and roll needed. It was just particularly soothing 😋
@@2funkidesign ahhh gotcha
I could totally see if I can upload my entire process up on my IG or CZcams, I think some of the other girls were contemplating on this as well. Alot was recorded, but I understand they didn't want to make you guys watch like a two hour episode and have to wait too long for the editing so a lot was condensed to just the most important points.
@annie I would watch that cos I find everyone's different approaches so valuable but I agree they need to keep the shows tight 😎
I enjoyed the second critque of Annie's work^^ I also like watching/listening to these as I work. Thank you #thefutur team
no offense but I feel like Chris is a bit biased towards his critiques and gave off a different more positive tone when talking about Annie’s work. I feel like her design was the weakest of the three. Not to mention he spent like triple the amount of time giving her new ideas and motivating her compared to the others
how do you suggest I critique work? should I base it on someone else's opinion? I think inherent with providing subjective opinion is that it's subjective.
I honestly think it was easier for Chris to give Annie more ideas because he literally just came up with them on the spot and had to rush through all the others. I think his critiques are fair and honest...my opinion.
honestly i just felt bad for the other contestants because if I received 3 minutes of constructive criticism and saw another contestant received over 10 minutes I would feel like it’s unfair
Maybe Chris also thought my design was the weakest so he felt I needed more help and critique? 🤔
Maybe Chris also thought my design was the weakest so he felt I needed more help and critique? 🤔
About to get started on my packaging project for my portfolio. Trying to land full time work.
Can't wait!
Hoping we get to see part two this week.
I loved the Bancha tea packaging, as a customer.. .it would deffinitely stand out on the shelf
I really love the yg series
I think Annie's idea of putting the sweet illustration is good because to me White Rabbit is an iconic sweet (among my community) since I was born for about 28 years old, we recognize white rabbit sweet's packaging more than the logo (rabbit) itself, and slight slopping of 大白兔 countered with the two sweets seems to balance and created some motion, like kids and rabbit, is energetic.
Yes, I agree! I believe it's important to understand the equity of the existing brand/product before you redesign anything. It wasn't shown here, but I did research with over 50+ people on a facebook page with people who knew about White Rabbit and many of them agreed that the most memorable of the product was the wrapper design itself and of course the rice paper that the candy itself was wrapped in.
I liked the design on basmari package... it feels indian... chris is right,
I really love this videos!
When does Pt 2 Air? I've always wanted a Design Reality Show. Thanks guys!
You got one with YG.
Let's all agree that CHRIS DO is the teacher we never had in University. This guy is the boss.
Reminder on 👍🏼
Last White Rabbit idea was gold. Really capitalize on the brand equity.
Love these crits, very insightful. Also random question but what kind of stand is that your IPad is on? Looks really nice.
Awesome series. How are they recording their screens when they work??
Getting the DR feel from your version Chris 👍
Can someone please tell me the Font, that was used with "Basmati"?
Hey guys, love this video!
I want to get into label and product packaging design from some time, are there any design courses that you can recommend me or some books? Would be awesome to include this into my skillset apart from logos and such!
For the Annie's packaging, in some countries it's necessary to show what's inside the packet, hence the transparent section in the old packet. You can find a way to incorporate that as well. Kudos
great critiques! helps a lot, I now want to do that challenge too :D
I really like Megan's proposal. Could be better, but I think is was the best one.
Waiting 😍
How do I join season 3 when it comes out?
Reminder on :X
Annie are you ok?
Smooth criminal
Haha, i get this more than you can imagine lolol
Thank u Chris.
I learned a lot of about packaging. :)
Glad to hear
I am curious as to when this was filmed. You’re using your older iPad.
with the White Rabbit I like the 3rd version. I love this series!
I like the # 3 White Rabbit the best.
The cropping in seemed to work there and it was nice to emphasize the iconography they've already established.
Original was not bad but seemed like it lived up to what Annie said in the beginning (and end) with not having enough time. I'm sure with a little more time it would have been amazing!
Thank you so much!!
my only advise to the young guns, is make something the most dominant. Break the grid. They play it so clean and organized. very talented tho
Awesome!
my god,this is guy is awesome
29:35 is the packaging she should’ve stayed with. without making a box like just a box. Loved the water mark that was first made at 29:35 but kind of changed in the end product in positioning. When she started off the design it was impressive but then it got lost in translation and made it seem like it was just any other product that doesn’t stand out.
Sorry I don't have a comment on the content of the video other than that it is amazing credible, love the stuff. But what triggers me is the following, I see it on the mug on the desk from Chris Do and in the previous video episode 3 on the headphone of Chris Do, what is up with the thef utur, wondering why you cut it there?
for the white bunny, I would have tried using explosion milk and make the bunny coming out of it with some candy in the mouth and others flying. it's a child product, it needs to have a fun appearance.
Such a fun idea!
tea packages are usually horizontal not vertical
So, 1 thing i dont like about the first design, is the stiffness between the breaking point between mandala, and lighter blue rectangle up top.It could have been more curvy, and florishy, so it compliments the below design.
You are so coolll. I really want to work under you man. I will learn more.
In this packaging Design i do not feel like this is product belong to India it feel like choclate Brand packaging sort of product. sorry if i am wrong ?
The Basmati package redesign is missing the other language. The original has two languages. The young lady who redesigned the package said that, since it's only sold in India, it doesn't need a second language, which I presume is English. However, there may be people from other countries who don't speak Indian, who might come across this product. And perhaps it can be sold in other countries.
Chris!!! That lamp shade behind your head is really bugging me out!!!
well hey im sorry
May i do this project too? It won't be reviewed by chris but, am i allowed to participate?
Ichie Yamato you can do whatever you want with your time.
Of course. Please do.
wow they all went for the clinical sterile look, my students are the same when they think "high end" they immediately go with "white, clean, minimal"
Isn’t a mandala pattern related more to Tibet and Buddhism?
Umm, I feel they were nowhere near those YG1 though I liked Meghan's work compared to others. Chris was harsh on Meghan I guess.
@@meghankreger4672 Yes the designs were definitely better. But apart from that they did a lot of research in terms of displaying the product to a new audience.
@@meghankreger4672 And the other thing is, Chris's critique was much more in-depth on YG1 than on your designs and I feel that is because of the level of design you guys presented. Maybe it's my point of view.
Meghan Kreger both design and process
Her package critique started at 40:02 and this episode ended at 42:39
I'm dissapointed. 😊
Always insightful videos! Learned a lot with this critique
Great constructive criticism there, these videos are extremely informative. Chris, as always... Majestic. :D I don't know how you manage to get so many ideas on the spot from under that hat of yours. Damn, man... But I didn't understand Annie's argument about the audience of the product possibly including illiterate people. Well, that's the risk with every product in the world, so nobody should write text on their packaging anymore?
I am thankful that people doing Indian Foods for package dint use "Ananda Namaste" Font 😂 its like the most overused font for indianness
Wow , it's popular in india ? It's made by nepali guy and is popular here too .
You’re good!
For the White Rabbit candy - I like number 3
Hey guys, regulatory requirements? Weight of package? bar code (even sample code), nutritional value box, ingredient list, identity of manufacturer. It is very easy to design a package without these requirements but once you are forced to insert the requirements and still make the packaging look good is when you are a true designer.
Yes - I see that only the last design has the regulatory requirements
Great point!
The first one looks like a CV imo. It's a bit too sterile for rice, and especially Indian food (I say that because the Taj Mahal was in the bg)
I woudnt go #3 for 大白兔 because the pattern seems more Japanese to me than Chinese.
Don't align the "l" of "long" to the serif of the "B" of "Basmati". Typical digital mistake, because you do it automatically. Align stem with stem, or at least optically.
I like these. But I think a different approach would be better.
I know this is just a fun, light hearted projects but it would be good if all participants had the same thing to design instead of choosing their own.
This way you could give a mock brief as the ‘client’ so the designer has a realistic ‘reason’ and purpose for their choices, rather then just a random makeover. Hope that made sense 🧐
Anyway, videos are great.
Maybe next time.
Yes, would love to see the same thing interpreted and designed in so many ways!
When Chris talks about a specific letter please cut directly to the screen so the viewer can see what Chris means...
Thanks
mistake on my part, apologies
With the white rabbit design, I liked Chris's idea with the border except in the shape of a rabbit would have been nice imho
White Rabbit...thats so favourite childhood candy. Still is
Interestingly so, if she had used the Barkentina font for that basmati rice title, it would have been almost the same effect, but with a well made font. Not sure if Barkentina had the exact same weight though. I remember it was a free for commercial use gift by the designer and I remember it being a little lighter and more elegant, but with a very similar vibe.
The white rabbit candy brings me back to 80's.
How can I participate...do I send an email or...
Post on social and tag us.
❤❤❤
As a European buyer, I like to buy food stuff with hieroglyphs, first of all because it looks cool, it’s unusual, and I don’t know how will it taste until I try it