Research Blog Post #2

My idea for my senior capstone project was sparked by my drawing professor, Douglass Miller. On our first day of class, he showed us some of his past work and commissions that he had done. My interest was immediately drawn when he showed us a drawing he created for Cooper and Kings to use on their new Gin. I loved the way that his drawing perfectly blended with the elements of the label, and it looked like it was all perfectly placed and connected. Additionally, it combined my two interests of traditional art and digital design. As someone who is naturally drawn to art in the real world, this experience led me to think more deeply about the role visual design plays beyond aesthetics alone. I decided to research how packaging aesthetics affect buying decisions for all shoppers, not just those who are interested in art.

In Package Design Workbook: The Art and Science of Successful Packaging by Steven DuPuis and John Silva, the authors explain that packaging design directly influences consumer buying preferences in several key ways: it attracts attention on the shelf, creates the perception that a product is superior to competitors, provides clear and relevant information, appeals to the senses, and even connects consumers to broader communities. These principles support my interest in exploring how thoughtful visual packaging can shape consumer perception of a product and ultimately sway them one way or another. As mentioned in the book, the retail experience that takes place in-store is what makes the final impression. This is evident in the following statics; 75% of a purchase decision is made at the shelf, and 100% of your buyers see the package.

Overall, this source proves that it is undeniable that consumers today are harder and harder to reach due to oversaturation and the overwhelming number of product choices available. This makes it even more important that packaging not only stands out but also holds its attention. With inspiration from Douglass Miller and research-backed principles, I feel inspired to create a design that not only embodies the brand image successfully but also catches the eye of the consumer over another similar product. 

Link to Douglass Miller's Design: https://douglasmillerart.com/home.html 

Citation: DuPuis, S., & Silva, J. (2011). Package design workbook: The art and science of successful packaging. Rockport Publishers.