Following my feedback from the crit I decided to go back and completely redo my packaging designs. I really enjoyed playing with the layout and placement of text to create something more eye catching and to make it look more like make up packaging.
To create my designs I used a box for foundation and one for concealer - one being a large rectangle, giving me more room to play with, but the thinner box had much less room.
I began with the information on the front (product name, shade and coverage type) all aligned to be the same length as I had seen many examples of text doing this on other make up packaging. However I decided to just list the information to give uneven edges to the shape of the text - similar to my logo. I think this gives a bold and unapologetic effect to the front of the box and adds something different - not following the same rules as other brands. The logo was also great to play with - the bold typeface worked well with the understated appearance of the rest of the box. I decided to keep the information aligned to the bottom right of the box and the logo was aligned to the top right, however I changed this in the next experiments.
Developing on my designs, I made the logo much bigger to fill the entire top of the box. I liked how bold and out there this looked - lots of make up packaging is understated for example MAC, whose logo is much smaller on the boxes for their foundation.
To add more interest to the front of the box, I altered the orientation of the information so it ran sideways up the left of the box. The contrast between the orientations worked really well and it also meant I could make the text bigger on the thinner box - making it easier to read.
Adding lines to the the box to create sections worked to break up the sections of text and make them easier to read too.
Initially I stuck with the monochrome colour palette so as to appeal to all genders and exclude none. I liked using a black grey and white colour scheme as there are so many shades of grey and this is similar to the idea of there being not just 2 fixed genders - non binary genders can be said to be anything, similar to having many shades of grey (ie male being black female being white and then grey is everything inbetween). However in the next development I decided to add in a different colour.
Changing the main colour of the box to a pale green made my packaging stand out. The use of a green doesn't typically appear to one fixed gender as it is quite a neutral colour. I wanted to keep monochrome in the design though, so the text is still kept black and white. I wanted to keep the green pale so the information would stand out against it - a different shade of green would make the box seem too dark.
In my developments I removed the line separating the sections of text as I felt it made the box look a bit like a domino - a cool idea but not one that was relevant in my designs.
Another major change I made was the typeface. I was previously using the font 'Steelfish' for the information on the box, but the text seemed too small and thin. By changing the information to 'Gobold' the information and logo work better together - and the information looks better in a bigger size as well. Because of the change of size of the text I struggled to keep the logo bold and in the size I want. It looked too small placed in the corner of the box, so I chose to layer it under the text - I love this change as it is unique and something I haven't seen before in make up packaging.
The information was also developed too, the base text (product, and the words 'coverage' and 'shade') was altered to white, whereas the interchangeable information (type of product and the actual coverage and shade of the product) was kept black so it would stand out against the logo. I love this change as It adds something extra to my design and differentiates between the types of information - making it easier for consumers to look at what information they need to know - i.e individuals will need different coverages and shades.
My finished front cover design for foundation and concealer packaging.
Obviously my packaging designs could not be restricted to just the front of each box. I created a net for each product packaging and continued my designs across the net to create a complete design for the products.
On the back of each box contains a repeat of the information on the front of the box, and a standard health and safety warning as well as directions on how to apply. An important feature of the back of the box are the symbols - a standard recycling symbol to show that the box is able to be recycled as it will be made of card. Another symbol is the Leaping Bunny Logo. This is is the only internationally recognized symbol guaranteeing consumers that no new animal tests were used in the development of any product displaying it. This is important to me to include as it is something I believe very strongly with - as do many people. Not having the symbol on the box could affect who buys the product.
Also a feature on the packaging is the companies associated with my brand. As the packaging for my make up does not have the brand slogan on it anywhere I needed something to indicate the idea behind my brand. I researched into LGBTQ+ organisations and wanted some allied with my brand. I chose ILGA, or International lesbian, gay, bisexual, trans and intersex association. ILGA is a worldwide federation of 1,200 member organisations from 125 countries campaigning for lesbian, gay, bisexual, trans and intersex rights.
Also paired with my brand is the It Gets Better Project - who's mission is to 'communicate to lesbian, gay, bisexual and transgender youth around the world that it gets better, and to create and inspire the changes needed to make it better for them.'
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