Go to any large city and chances are you'll run into an "Irish" pub. While some are no doubt owned by genuine Irish expats, looks like most of these establishments are professionally designed by companies such as The Irish Pub Company. Touting itself as "Taking the Best of Old Pub Culture & Integrating with the Trends of Today." they certainly have a process that works. They've built "Irish pubs" all over the world, filling a demand yet also creating more as the popularity of these establishments increases. This post is a fascinating glimpse into the world of professional pub design.
1. Prioritize. Prioritize. Prioritize. When three people are talking to you, you can’t hear them all. The same is true for design. Visual priority must be established from the very beginning of the design process. If every item is given primary importance, nothing becomes important. The visual priorities are what drive how all creative will be judged. The design firm should include as part of their creative brief, a hierarchy of 5 communication points for the front of the package. This includes 1) brand 2) product name 3) why-to-buy statement 4) feature points 5) product image. 2. Come together. Everyone has an opinion, so clear project objectives are vital to any job. Consensus regarding the creative brief must be obtained from the people expected to judge the package design from within your corporation. Without this consensus, the design process will fall apart. Without clearly stated, agreed-upon objectives, you are not able to provide constructive feedback. As soon as you start t...
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