Packaging

Member lesson

Formats by category

Lesson 10 of 20 in Packaging.

Lesson

Every category has a default format and it exists for reasons that are usually practical rather than aesthetic. Milk comes in what it comes in because of filling speed, shelf life and how it stacks in a fridge.

bottlecurved ·narrowcartonflat ·generouspouchcreases atthe toptinwraps allthe waythe format decides the layout before you draw anything
Bottle, carton, pouch and tin, each carrying a different amount of readable front.
At a supermarket fridge a shopper reaches for a milk carton right beside a squat round tin placed in the middle of a row of cartons, without looking at the tin.
A shopper hunting for carton shapes reaches right past the one round tin without seeing it. A new format can stand out, or go unseen by eyes looking for a familiar outline.
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  1. Question 1, locked

    Which of these words means this? “The standard pack type a category uses. Carton, jar, pouch, tube, can, bottle.”

    • Front of pack
    • Unboxing
    • Fill line
    • Format
  2. Question 2, locked

    Which of these words means this? “The machinery that fills the pack. Decides which formats are even available.”

    • Graphic design
    • Fill line
    • Safe area
    • Registration
  3. Question 3, locked

    Which of these words means this? “The format a shopper assumes. Departing from it is a decision with a price.”

    • Barrier
    • Quiet zone
    • Category expectation
    • Primary, secondary and tertiary

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