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