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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Interpret creative briefs
   • Analyse creative briefs in terms of key communication objectives
   • Evaluate the broader context for the packaging design work
   • Develop shared understandings of packaging design requirements with relevant people
   • Negotiate and confirm practical considerations of the brief, including schedule and budgetary requirements
   • Identify and obtain all specific information required to support the design process
2. Evaluate packaging design considerations and constraints
   • Consider current and developing packaging trends and ideas and their impact on the project
   • Consider the ways that customers engage with packaging in the relevant context
   • Examine the nature of the customer, the product, and how the product will be displayed and distributed
   • Identify the particular production factors that affect the creation of graphic designs for packaging
   • Evaluate key sustainability issues for incorporation into design
   • Assess and respond to regulatory requirements that affect packaging design, including work health and safety issues
3. Generate and assess ideas
   • Identify and source references to support the design process
   • Explore different three-dimensional design ideas and processes to inform work using a range of materials
   • Generate design ideas for packaging that show clear conceptual links between the product and the package
   • Maximise contributions of others through collaboration on ideas as required
   • Reflect on ideas for technical, creative and budgetary implications
   • Refine and select approaches that best balance the overall needs of the brief
4. Create packaging designs
   • Develop designs from initial ideas ensuring that all production and design factors are taken into account
   • Realise designs using aesthetic and technical expertise to develop workable solutions
   • Engage in an ongoing process of testing, creative collaboration and refinement during the design process
   • Consult experts on relevant technical, legal and business requirements
5. Finalise designs for packaging
   • Negotiate modifications and amend designs as required
   • Develop documentation required for the production process
   • Present final designs and documentation to relevant personnel
6. Evaluate design work and process
   • Evaluate completed design in terms of its success in meeting objectives
   • Assess the work against other creative, technical and business considerations
   • Analyse and evaluate feedback from client and others
   • Reflect on own role in design process and note areas for future improvement
   • Develop strategies for further development of own skills

Performance Evidence

Evidence of the ability to:

interpret objectives and requirements of packaging design project briefs

conceive and realise graphic design solutions that fulfil creative, technical, regulatory and budgetary requirements for product packaging

communicate and collaborate effectively with creative team in:

concept development

design production and refinement

presentation and review

review final work for success in meeting creative, technical and client objectives

identify opportunities to further develop own skills.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

identify key people involved in the packaging design process and their typical roles, responsibilities and relationships with the graphic designer

discuss different types of packaging design projects and the particular considerations that apply

describe ways in which consumers respond to packaging

summarise production factors for different types of packaging and explain how they impact on the design process

identify sources of ideas for packaging designs

describe ways visual impact is achieved in the context of packaging design

explain how critical and creative thinking techniques can be used as part of the design process

outline intellectual property issues and legislation in relation to designs for packaging

identify sustainability issues for product packaging and how they impact on graphic design

explain work health and safety legislation as it impacts on design for packaging.

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