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What makes a good package?
"when it's MORE than just a package."
What makes a bad package?
"when it stops being a package."
We all know that creativity has its limits. It may be the lack of resources, lack of time, or the constraints within the medium itself. Creativity is tested when there is a conflict between the imagination and the physical boundaries of a medium. One of the greatest challenges in the Packaging Industry is balancing FUNCTIONALITY and CREATIVITY. Without exception, Packaging must be a USEFUL art.
That means that the package should be able to serve its primary purpose- which is to enclose and protect the product from various kinds of damage like moisture gain or loss, chemical change and damage by mechanical handling. The product with a good packaging is convenient to use and easy to transport and handle. If the beautification of the package makes it function less, then the design is a failure despite how attractive it looks. In other words, when creating a design for a package, creativity should NEVER outdo functionality.
In the CD Industry in particular, there is a very high demand for inventive and catchy packaging since they are competing with the easy-access, free internet downloads. Given this tough competition, CD packaging now serves as a major marketing tool for the music industry. These designers try to come up with fresh, inventive ways to grab people's attention so they would buy the real thing because it's "more than just an album".
I admire these new designers for their talents, bright imagination, and their attempt to save the CD and Music Industry as a whole. However, no matter how challenging and competitive the market is, they should not get too carried away with their their imagination. The functionality of the package should always come first before the aesthetics and that's where genuine creativity is challenged.
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