D&AD / Box dimensions / Personal Cards

OUGD603 / EXTENDED PRACTICE
MEETING WITH SARAH 
BOX DIMENSIONS & GREETINGS CARD.

Today Sarah and I met up to discuss the different sizes and shapes of boxes as all as sit down and look at the greeting cards together.

On the brief it states that we need to have at least three different sizes of box so Sarah and I started to discuss the possibilities for this different shaped boxes and how they could work consistently across the range.

Sarah had a lot of boxed at her house as she does a lot of only shopping, so the first box we looked at was just a regulated size often used to package clothing. Using this as our standard size we then look at box sizes that could accompany this dimension. 


The standard size is  -  37.6cm by 26.8cm by 12.9cm

We felt that the second box should come in a smaller size that could perhaps contain smaller items such as jewellery and accessories or smaller electrical items. We decided to take the same dimensions as the standard box but reduce the scale slightly. We also reduced the height slightly to make it a little slimmer.

The smaller size is  -  22.2cm by 16cm by 5.3cm

We then started to talk about the third piece of packaging. We wanted the last piece of packaging to be quite different in comparison to the two we already  have. Obviously though it was still important for the theme of a present to remain consistent.

At first we looked at perhaps using a postal tube.

 We really liked this idea and that we would still be able to incorporate the ripping of the perforated bow. However we released that we would not be able to print on this type of packaging due to the awkward shape. At first we thought about possibly mocking up the bow on to the tube but felt that this was a little bit of a cop out.

Instead we decided to make a rectangular tube instead. This way we wouldn't have to mock up anything as we could still screen print the flat net. This packaging could contain items such as hair straighteners, bottles of wine or even clothing.


We looked at possible dimensions and we came up with:

Tall box  -   11.8cm by 11.8cm by 39.3cm

I can now continue to test these sizes when figuring out the packaging formats.

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PERSONALISED CARDS

We then started to discuss the cards that will be inside the packaging. We want them to personalised to the recipient, it doesn't matter whether the item had been purchased for someone else or it is a purchase for the buyers self.

We went to the library to concentrate and work together on coming up with a layout that would complement not only our concept but the John Lewis aesthetic.

We wrote out a short message that would work for the standard package, one that has been ordered and not personalised. the name on the card would be automatically derived from the person whom has made the purchase. We wanted to keep the not simple, informal and inviting and therefor in keeping with the personal feel we are looking to get across.

We experimented a little with the signature, looking for a typeface that would suit the John Lewis brand. We felt that by having a signature helps to bring John Lewis to life and would enhance the personal feel of the company by making an emotional investment. We also looked at adding a kiss, but thought this would be a push to far into informality.

We used an A6 card, we felt this would a a good, regulated size that would fit in each of the boxes but would not get in the way of the presentation of the actual gift.

Once we were happy with the note, layout and composition, we went on to add aesthetics that would lend themselves to the existing john Lewis brand.

We liked the idea of incorporating the diagonal lines that are featured within the current John Lewis aesthetic. we placed this at the top and liked the way it almost looked a ribbon which could be a great addition to the bow concept we are running with

We decided that this development would look better if the card was portrait rather than landscape. By having the line shape down at the bottom and at the top, this again mimics the sense of a ribbon and gives a good balance to the layout. We looked at adding in the logo at the bottom, however this didn't look right. By having the logo and name of the store underneath the signature, this gives thence of an official letter again re-enforcing the sense of being special.

We looked at different ways we could incorporate this diagonal pattern, but we felt it lost its recognition when its presented in this way.

This is the final design we agreed on. Its clean, simple yet inviting with a sense of quality.

For the back of the card, we thought we could use this space to promote the social media side of the John Lewis brand. We thought about giving the consumer some incentive to interact with John Lewis through social media by asking them to upload instagram, twitter and Facebook posts talking about there package and how excited they are to receive it. this way the recipient has a chance to win money off there next John Lewis purchase.


My jobs are now to look at a layout for the back of this card, as well as to continue looking at the packaging possibilities and technicalities where as sarah will look at tissue paper designs as well as designs for the outside of the box.