Task 4 – Evaluation/Reflection

Effectiveness – What problems did you come across and how did you solve them? What could be improved?

While creating my packaging I encountered some problems. The most notable problem was my inexperience and lack of Photoshop and InDesign skills. To resolve these issues I worked on small practice tasks such as the “Layer Mask” task that can be found under the “‘Delish’ Packaging Project” category on this blog. This task helped me to famscreen-shot-2016-10-03-at-11-29-29iliarise myself with the layout of Photoshop and the types of tools available.

My designs, as a result of my amateur skills, had to remain very simplistic. However, I believe this gave my designs a “less is more” style and worked effectively.

Response to Feedback – What did audiences think of your work?

To ensure my product remained effective and catered to the needs and desires of the client, I reached out to my peers and tutor for feedback.

My peers commented on my simplistic designs and encouraged me to expand them and create a more complex final product. My most complex and effective design is my hand drawn/watercolour inspired packaging. I used images of lemons and thyme which correlate with the flavour of the product and filled empty spaces effectively without overpowering the packaging. My tutor said my design was “very fresh” and  complimented the fresh flavour of the product.

Technical competence/Creative Ability – How well did you do? What were your technical skills like? How creative do you think you were?

Creatively, I believe I have a strong ability as my initial sketches were complex and effective ideas inspired by the Artisan catalogue as per the recommendation of the client. In the catalogue I found two main designs that I was inspired by.

The first design is on a bottle of flavoured gin. I really liked the hand-drawn/painted element of the design and the minimal use of the colours yellow and green which not only complimeScreen Shot 2017-01-16 at 11.28.03.pngnted the overall design, but also gave an indication of the subtle flavours that the ingredients  of elderflower and cucumber have.

The second design I liked was a label for Sunny Lemons. Similarly to the gin label design, the Sunny Lemons design used the same colours (yellow and green) but in differe228e0e37f777f1d20ee0d4246b795626.jpgnt ways to create different effects. This design used variations of the colours and a watercolour/painted style to add depth and realism. I took inspiration from the white text box with slight opacity and the text over the top and used this in my own packaging
for my art-based packaging. I found using a fully opaque white text box was too abrasive and didn’t fit into the overall aesthetic of my packaging design.
I found using the ruler tool in Photoshop helped me greatly and allowed me to place text boxes and images in effective areas of the product. The ruler and text box tools also created neat images and allowed my design to remain uniform, tidy and professional.

Finished Product – Why did you construct the print product the way you did? How do you think it looks technically (skills in software)? What is visually pleasing about it?

My graphics and photography based designs, I believe, were poor and too simplistic. However, I could have improved these designs by adding features such as extra images or a variation in the layouts to add something unique to each design.

I do believe, however, my photography-based design could have been enhanced as the initial idea was to have imagesp179ii63n01hmv1guc1k5djcsnnbp of the place in which the ingredients were produced or harvested (Cornwall – Cornish Sea Salt) which I have seen in the existing industry with products such as Cornish Fairings (pictured left). I could perhaps have added an effect over the background
image, such as manipulating the opacity or intensity of the colours, to blend it effectively with the softer text boxes and fonts I used.


Compare – How does your print product compare to those existing in the industry today or from the past? How does it compare with your original intentions?

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My product can be compared to the existing Delish packaging (pictured above). My packaging is much lighter compared to the existing packaging and I prefer my use of pastel colours and images of the ingredients. I used similar language in the description of my products and the existing packaging also showed me vital features that should be on my packaging such as the weight and recyclable information. One feature that I was inspired by was the use of a faded design on the orange panels of the existing Delish packaging.



Task 3 – Process and Production

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I began by using the basic template of the packaging and shortened it as the client wanted the packaging to be smaller. I then overlayed a simple image of lemons to use on the base of my product. I locked this layer so it could not be edited and I could add layers with ease.

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I then placed boxes over the background and added green and yellow trim from the existing images using the colour dropping tool to ensure I kept with the same house colour scheme. I edited the opacity of the layers.

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I then placed images of lemons and thyme over the text boxes, editing the opacity so they laid nicely as background images. I then added the Delish logo onto the front of the bog.

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Then I chose a font I felt fitted well with the product and added text inspired from the model Delish packaging. These pieces of text were laid over additional faint text boxes so they could be read clearly over the yellow background.

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I took inspiration from the check marks on the existing Delish packaging and emulated this in my design.

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To make text stand out, I placed white boxes underneath.

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To create the other designs I used my existing art-based design and removed the images.

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I then placed an image of Cornwall as the background and locked this layer. I used an image of Cornwall to relate to the “cornish sea salt” in the product.

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I added white backgrounds to make text stand out.

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I changed the colours of the trim from green and yellow to shades of blue taken from the background photo of Cornwall.

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I followed the same process for my final design, changing the background and the colours of the trim around the text boxes.

Task 2 – Research, Proposal, Concept Drawings, Audience Profile, Image Manipulation, Pros and Cons


Polite note: Due to formatting issues, I have lost work and thus have only been able to produce 3 existing packaging analysis instead of the 6 requested.


This is a logo for Riverford Organics, an organic vegetable company that provides locally sourced produce.

This design would have been created using a vector programme as it is constructed using shapes. I like the simplicity of the design and how the colour fills don’t quite fit tidily into the outlines of the vegetables. This gives the logo a casual and inviting aspect that I plan to emulate in my product.



This packaging may have been designed using Adobe Photoshop using the pen tool to draw the path of the text, then using the text tool to draw along the line. This is a simplistic but very effective design and the variety of colours creates the illusion of the sea and its different shades of blue. The left and right design have accent colours that correlate nicely with the packaging. Overall, these designs are very simple but effective and this simplicity is something I will keep to mind when designing my own products.



These designs, again, are very simple but effective. I like that the designer changed certain aspects such as colours or images but kept the overall look of the packaging uniform so the buyer can recognise these products as part of the same brand. The colours used from product to product are also very different to each other so there can be no confusion between flavours or ingredients for the buyer.


My designs for my own packaging have been inspired by the above existing packages.

The target audience profile for my packaging is

Pros and Cons

Originally I began to emulate the design in the Hebridean Sea Salt packaging (can be found above) but I found this to be difficult to do as a beginner with PhotoShop. My idea was to have the strap lines and key selling points of the product waving along the box in various earthy colours such as brown and a deep green. This idea was also very time-consuming so I went for a simpler idea.
I studied the existing Delish packaging




File Formats and Applications Report

In this report I will be discussing file formats and applications software that are the most commonly used in today’s media industry. Experience and creative skills are essential in being able to produce effective print products and graphics using image design software that is always developing and evolving. This report will include discussion of file formats used by Adobe programmes.

Digital Graphics

Graphics can be used using Vector or Bitmap processes.


Bitmap graphics are ideal for digital printing as they have the ability to produce photo-realistic and detailed images, and weilding the “paintbrush” tool, you can see what you’re creating in real-time which is a strong advantage. They can also produce simplistic images.raster_vs_vector_1.jpg

Most Bitmaps can also be read by most bitmap-based software. Certain file formats such as PNG or JPEG can be written and read by every paint programme.



Vector images can be used for a variety of digital graphics. Line art such as charts and graphs are the most common.

Unknown-1.jpegVector images are created using lines and simple shapes and the art is resolution-independant. This means that there are no dots being used to create the image and quality isn’t sacrificed when enlarging an image.

Vector images are produced using mathematical equations and algorithms.


Adobe Photoshop

Adobe Photoshop is a bitmap programme.

An advantage of PhotoShop it its layers feature. The layers are similar to layers of acetate stacked one on top of another. You’re able to see through transparent areas of a layer to view the layers below.

As mentioned in the introduction, PhotoShop is a bitmap programme and thus is able to create fantasy or creative images. It can also be used to manipulate or “correct” photos.

Unfortunately, bitmap image files, particularly on PhotoShop, can be very large due to information being stored in every pixel. Image enlargement can be restricted by the original size of which the image was created. The quality will decrease if a file is produced as a size larger than the resolution will allow. Pixilation can occur if an image is printed in a low resolution.

In programmes like Photoshop, “dithering”, also known as “colour quantizationimg-31k.png” is a technique that can be performed to create the illusion of colour depth. This technique is used for images that have a limited colour palette.

Colours that aren’t available in
the palette are approximated by a diffusion of coloured pixels extracted from the colour palette that is available.

Selecting the “Save For Web” option on Photoshop also allows for an image to be optimised and compressed without losing quality.

PhotoShop can also be used for “antialiasing”. This is a software technique that is used to diminish “jaggies” or stair-like lines that should be smooth.

Jaggies are a result of an output device such as a printer or moniter not having a high enough resolution to produce a smooth image.

An alternative to antialiasing is “smoothing”. The printer changes the horizontal alignment and size of the dots to make smoother curves.

Unfortunately these techniques, as shown in the above image, can also make the jagged appearance of lines appear fuzzier.

Adobe Illustrator

Adobe Illustrator is a vector programme which makes it perfect for designing logos and cartoons, but can take a long time to create photo-realistic images. Illustrator uses mathematical algorithms to create and draw shapes and stores information on a grid of dots. This keeps the file sizes small as it doesn’t need to store too much information. Vector graphics are scalable without the sacrifice of quality or resolution.

Adobe Illustrator has a file extension called “AI”.

Adobe Illustrator also has a file extension called EPS (Encapsulated PostScript). An EPS file can contain graphics and text and usually contains a bitmap version of an image as this allows for simpler viewing.

Adobe InDesign

Adobe InDesign is a vector programme used purely for layouts, not manipulating images. Its intended use is multi-page documents such as books or magazines and it has a “book feature” and multiple layers feature so that workloads can be split and each page of the product can have individual attention. The latest versions of InDesign have been heavily focused on digital publishing for devices such as eBooks or PDFs.

Adobe InDesign is a stronger programme than Adobe Illustrator in two respects. The first being that Illustrator doesn’t have the necessary tool to build documents that use templates and doesn’t have a way to set up master pages to resolve this.

Secondly, InDesign supports the automatic numbering of pages which is a useful feature when working with large documents.

File Formats

Compression – Lossy and Lossless


Compression can be lossy or lossless.

Lossless compression means a file size is compressed but the quality of the picture remains the same and does not decrease.  The file can also be decompressed to its original quality.

Lossy compression permanently removes and deletes data.


JPEG is a commonly used lossy compression method for digital images for digital photography. Allowing a reasonable negotiation between image quality and storage size, you can adjust the degree of compression. A disadvantage of compressing a JPEG file, however, is that every time it is compressed, the quality is degraded.

Digital cameras and other devices that capture images use JPEG as a standard image format. JPEG is also the most common form for transmitting and storing images on the internet.


TIFF (Tagged Image File Format) is a computer file format used for storing raster graphics images. It’s popular amongst photographers, the publishing industry and graphics artists. Image-manipulation applications, page-layout applications and publishing applications are widely supported by the TIFF format.

Unlike JPEG files, TIFF files don’t use compression because it’s not universally supported.


PNG (Portable Network Graphics) is another raster graphics file format and it supports lossless data compression. It’s a non-patented and improved replacement for the GIF (Graphics Interchange Format) file format and on the internet it’s the most used lossless image compression format.

Palette-based images (palettes of 24-bit PGB or 32-bit RGBA colours, a full-colour non-palette based RGB images and grayscale images are all supported by PNG as PNG was not designed for professional-quality print graphics, but rather for the transferring of images on the internet.


GIF (Graphics Interchange Format) is a bitmap image format. Due to its portability and wide support it has come into widespread usage on the internet.

The GIF format supports 8 bits per pixel per images and thus allows a palette of up to 256 colours from the 24-bit PGB colour space to be references but a single image. The same palette of 256 colours is also supported for each frame of an animation.

These palettes can have their limitations, however, so the GIF format can be less suitable for producing colour photographs. It is, however, well-sited for graphics, logos or simpler images with solid areas of colour.

Lossless data compression is used to compress GIFs and this allows for a reduction of the file size but no reduction in quality.


PDF (Portable Document Format) is a file format that presents documents in a way that is separate and independent of hardware, operating systems and applications. PDF files envelop a full description of a fixed-layout flat document including graphics, fonts, text and other information essential for displaying it. Incorporating text, however, can be difficult as PDF software interprets the text as pictures. Similarly is isn’t easy to edit PDF files as specialist programmes are needed. It also isn’t free to edit PDF files.

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‘Delish’ Packaging Notes

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I thought about the idea of having a clear tray and a unique cardboard sleeve for each flavour of biscuit as Lorraine liked the idea of cutting down on costs by having a universal box and having a sticker/label to differentiate between each product.

I worry that this could cheapen the product in terms of aesthetic as it can look a bit tacky, however I will research into plastic packaging costs such as that above to see if a high quality plastic box for the products could be cost effective.


Displacement Map – PhotoShop

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First I dragged the flag onto the wall. I then changed the flag layer to hard light. I duplicated the brick layer and desaturated it. I then duplicated the grayscale brick wall to a new document, applied a gausien blur and saved it as a map. I then selected the flag layer  and did filter -> distort -> displace. This made it look like the flag had been spray painted onto the wall.

Layer Mask – PhotoShop

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I used the Magic Wand tool + Shift to select the white around the diver. I then used Select+Inverse and with the Move Tool I dragged the diver onto the sea.

I went to Layer -> Layer Mask -> Reveal All and used a black brush to erase away half of the diver. I then swapped to white and brought back a part of the diver at 20% opacity to make it look like she’s in the sea. I used the tool along the curve of a wave to make it look more realistic.