My responsibility was the creation of packaging for our product, the KlariNova. The packaging was a challenge because I wanted a simple and uniquely designed quality package small enough to fit into a clarinet case, yet large enough to provide protection for the product. The design needed to be simple for a couple of reasons: First, the products sold to musicians generally do not have a whole lot of design in them (most are just a white with the logo). This means that some crazy design/packaging may not be favorably accepted within our target audience. Next, this product is outside of the musical norm. I wanted to capture the innovation, simplicity and traditional musical aspect in the package design. This is the front of the package:
What I like most about this design is the purple highlights. The highlights on the box represent stage lights bending, which will create a rainbow effect on the keys when watching a staged performance. Our vision was to use the same idea but with our company colors.
The Law of Continuity is at play here. Everything looks very smooth and flows to the vertical rod on the left side of the box and is countered by the logo asymmetrically placed on the other side - balancing out the design.
This picture is an increased size of the side of the box; attempting to make the words easier to read so that our concept will be understood. The Klarinova is a new concept, which we felt marketing would benefit from a little explanation and also a small sales pitch. (Especially if someone walks into the music store unaware of the product.) We wanted the package to sell itself.
The Law of Simplicity can be seen as you view the full design. I see straight lines most the time where - if you were to look at each line - but a few of the words are actually not in a straight line.