And What Will Become of
Our Package Design?
With this week’s Sirius-XM
merger approval, we take a nostalgic look back at our XM packaging experience.
About the Project
Packaging is a part of modern life. This article, an insight into the design of a consumer package for satellite radio provider XM, includes many aspects of a typical package development process. In the interest of time, we’ll skip research, diagnostic and technical methodology phases and concentrate on the basic iterative process steps in this article.
Contracted as a co-branded piece with equipment manufacturer, Delphi, the XM package is designed to contain a variety of product configurations while meeting the requirements of multiple retailers.
Thumbnails
(above: click for larger view)
The first stage of the package design process is broad idea generation with an eye toward reasonable possibility through the use of quick sketches called thumbnails—essentially a Brainstorm session on paper.
Even in this early ideation phase, function and manufacturing objectives established in earlier logistic explorations are at the forefront of the design rationale.
A plump and friendly ovate design—suitable for both pegged and stand-alone shelf display—captured the team’s attention. It features an interchangeable outer shroud designed to accommodate variable messaging and XM product differentiation.
Rough Refinements
(above: click for larger view)
Of the 32 initial thumbnails, five are selected for tighter “rough” conceptual sketches. The rough design stage serves several purposes. Roughs allow the customer to collaborate in a conceptual dialog with both Brainstorm and their own internal team.
In addition, roughs allow the design team to further reconcile a host of issues—from substrate selection to detail and aesthetic considerations. Increasingly the form is discussed with a heightened sensitivity to relative manufacturing requirements and capabilities.
Although computer-generated designs are great for visualization, introducing them too early in the development process can consume allotted resources and generate fewer options. Furthermore, their finished look can ignite concerns about exhausting budgets without the benefit of conceptual buy-in.
Design Control Drawings (DCD)
(above: click for larger view)
DCD drawings are to final fit and finish what roughs are to concepts. In this case, the forms are expressed as orthographic projections, i.e., front, right side and plan (top) views.
The primary intent of this phase is to convey relative proportions and relationships between forms within the package, i.e., to “control” the design. A rough and wispy hand drawn line could mean anything to a packaging engineer. Conversely, detailed and dimensioned schematics begin to define a working reality.
Of course, many issues were addressed during the XM DCD phase: Drop test considerations, proper cavity allowance for nested accessories, marrying the outer shroud with the stand-alone clamshell, substrate selection and opacity levels, inherent multi-part clamshell tooling considerations, etc.
Rapid Prototyped 3D Model
(above)
Project participants hailed from several continents. So, to help bridge geographic and language-based barriers, we produced a quick 3D model based on data and dimensioning extrapolated from the vector-based DCD drawings. The model proved a useful discussion tool in describing general functions of the package.
Aesthetic and Messaging
(above: click for more initial design examples)
Although this article primarily explores the physical form development of a package, the aesthetic process is important enough to warrant an article of its own.
Some aspects of messaging development begin as early as the thumbnail stage. However, on many levels, full graphic exploration doesn’t begin until a form factor direction is set. At retail, messaging and brand continuity are crucial.
A Finished Package
(above: click for larger view)
Although concessions were made along the way, the completed two-part package is remarkably similar to the original concept design in form and function.
Click here for more about Brainstorm.
Tags: Design, Tools, Featured, Inspiration, Consumer Electronics, Branding, Process, Packaging, Marketing, Industrial Design, Illustration
