The Package Design Process, Part 5

Managing Expectations

Posted on May 3, 2009 | Permalink

By Lane Casteix

Part 1, Part 2, Part 3, Part 4

Design approvals have become a serious problem for designers and clients alike. Clients want to see something that accurately represents what the finished product will look like, and rightly so.

The solution is called "managing expectations". The problem is computers. Yes, computers! I have been in this business since 1973 BC (Before Computers). Back in the bad old days we did hand renderings, sometimes only with markers (called "squeakies" by the designers) and stuck those on bottles for approval. Everyone in the approval process knew they were looking at hand renderings, because they looked like hand renderings.

That was sufficient to move to the next stage, which was usually mechanical art to some form of proofing system like a Cromalin Proof or 3M Color Keys. Though more accurate, they did not look like the finished label because of the process used to make them. The surface was shiny, there was no embossing, no foil effects and they looked fake. And everyone approving understood that.

Then came computers, laser printers, and all the neat Adobe graphics programs, and the approval bar was raised. Approving parties became accustomed to real fonts instead of "greeking" and finished looking laser prints instead of squeaky-renderings. The problem is, even though these were more accurate, they were not truly accurate. And worse, a well done Photoshop representation of the design on a photo of the bottle usually looks better than the finished product.

Manage expectations!

Even the very expensive proofing sources that generate one-up versions that we at SPAR call "high quality dummies" (oxymoron?) leaves something to be desired. They are close but not perfect examples of the finished product. A client once asked me in frustration, "When can I see exactly what this will look like?" Answer, "When it comes out the production process that will reproduce them." That was hard for him to swallow, but it is true. It was hard to swallow because even with all the technology we have the only true "proof" was an low tech press proof, which is substantially more expensive than a printout from even the best laser printer. Or he had to make a mental leap from the cheaper proofing systems! Or trust the designer.

Computers have made things faster and better in more ways than I can count. No, I would never want to give up my Mac and go back to squeakies. But the reality is computers have warped client expectations. The warning to designers is not to let them expect one thing then deliver something else. Part of the package design process is to manage expectations right through the production process. It is all about communicating.

To be continued....