â€¦But it just may be a lunatic you’re looking for.Â â€”Billy Joel
A long, long time ago (the early â€™90s), in a land far, far away (Brooklyn), I was a student of design. I suppose I still am a student of design, but back then I was given specific (and sometimes not-so-specific) assignments. Okay, that’s still the case too. But at that time I had full creative control as well as very few design prejudices. And so it was for a packaging assignment that I conceived of a line of aerosol home air fresheners. At a time when the available options on the supermarket shelves were this or that floral fragrance, my line was based on food aromas. Although my entire portfolio of work from that period was lost when I moved to Colorado, I still remember that the two scents I fleshed out were Roasted Coffee Bean and Warm Cherry Pie. And that as part of my idea for a boutique line of higher-end home fragrance, the predominant color of the packaging was black.
I don’t recall my overall grade for the project, but I do remember that my professor lambasted me during the classroom critique for using black on a product that had any relation whatsoever to food. Black, it seems, is not an appetizing color.
Ahem. The following case studies were all gathered via the dielineÂ (a collection of “the world’s best packaging design”). Clicking on any image will take you to a brief article about its product and creative process.
Okay, I’ll stop here. I think you get my point. There were certainly features of my presentation that day which could have been improved upon, but I firmly defended my color scheme. The professor overruled my argument, but I’ve never once doubted my decision. We never got the chance to do a second round of drafts in school, but real life is different. If you believe in a particular feature of your design but the client says no, you may yet be on the right track. What can you do to improve your concept so that the client falls in love with your vision? After all, that’s why the client hired you, instead of The Other Guy.