PER GLI STUDENTI DEL II LIVELLO
A DIFFERENT APPROACH
ON ‘BEING CREATIVE’
Prof. Hans Plomen
Prof. Werner Rymenants
05>10 marzo 2012
The idea behind this one-week workshop in Faenza is that students becomes more aware of their own personal values, as a person as well as a designer.
Trough the idea of ‘developing a packaging’, which should be visible in a way at the end of the week (let’s say the main idea, with a ‘quick and dirties’ presentation on Friday), students should becomes aware of the importance of ‘branding’.
That moment, the function of ‘branding’ has a central function. Meaning, to know and understand the complete ‘story of your product, link packaging’.
The workshop will include two lectures, one on good practice, with examples of innovative packaging, and one on ‘branding’, the story behind the scene.
Starting from real investigation, let’s play CSI, the student will follow ‘the track of the product’, as there is, knowing and understanding concurrence, how they communicate, investigating the target group, what do they do more in life, how do they behave, how do they live, ware, …? Asking questions, what can be new, what can create a new experience, what about seduction, desire ? …
In fact we would like to reach the point students will find out ‘they are a brand at their own’. Product designers are of course familiar with the products they made, but from that moment on, how do they communicate with society? It’s not finished creating a ‘thing’, how should I tell the world? If you want to communicate with the ‘outside’, now you can do this in a creative way, branding and the realisation of a packaging is just a way to do it.
To enrich the workshop we would like to start not with a concrete product, but with ‘a feeling’. We would like to give the students some questions in advance they should answer. By the use of a Skype-session, students can give us their answers, so they can already argue their choices.
Questions are, in this order:
- place, country
By giving us those answers, we can make ‘clusters’ in advance, group of students who will work together. Of course they know each other, but they don’t choose each other. So they will be working in groups around the same product, sharing all knowledge, research, sharing for instance the moodboards, and so on.
To say things in a clear way; every student should develop the brand for his or her initial packaging, telling us what they have in mind about the packaging. But it’s all about the branding, your story, vision, …
How could your love looks like?