Packaging

Member lesson

Structural versus graphic packaging

Lesson 9 of 20 in Packaging.

Lesson

Structure is the shape and graphics are the surface, and they are two different disciplines with two different cost models. Graphics can change between print runs for the price of new plates. Structure usually cannot change at all without new tooling.

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.
On the left a designer slides striped, dotted and leaf-patterned wraps onto one bottle, and on the right two factory workers guide a huge steel bottle mould hanging from a crane.
Paper wraps on a bottle swap in a moment, while the steel mould that makes its shape needs a crane and two workers. Settle the shape first; the surface can change later.
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  1. Question 1, locked

    Why is the structure of a pack settled before any graphics are drawn?

    • Structural engineers work to longer lead times, so their stage simply starts earlier
    • Graphics can change between runs for the price of new plates, while structure cannot change at all without new tooling
    • The structural budget has to be approved before the graphics budget
    • A dieline cannot be issued until the artwork is signed off
  2. Question 2, locked

    Which of these words means this? “The form itself. What shape the thing is and how it opens.”

    • Production proof
    • Structural design
    • Cheapness signal
    • Tooling
  3. Question 3, locked

    Which of these words means this? “What is printed on that form.”

    • Graphic design
    • Legal entity
    • Production proof
    • Cheapness signal

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