Packaging Design Essentials

Scott Hosa started his career in the graphic arts at 14 years old as a printer’s helper at a local newspaper, and has been in printing and packaging ever since. He studied graphic design at Youngstown State University, industrial design at The Ohio State University and has worked on all aspects of global branding for clients including Bayer, GSK, Hershey Company, Kraft Foods Inc., PepsiCo., Pfizer, Procter & Gamble, SC Johnson and Unilever. Hosa is currently helping clients build agile brands that thrive in today’s dynamic, disruptive marketplace as associate director of technical graphics at Landor, a global leader in brand consulting and design.

Designers can’t provide practical contributions to minimize the use of natural resources. Can we?

Extended Color Gamut (ECG) printing, adding a limited number of select colors to the palette of standard process cyan, magenta, yellow, and black inks to create more vibrant colors, is not a new concept.

Procter & Gamble asked Landor to update the brand and create new packaging for the Eukanuba pet food line with packaging that reflects the premium nature of the product.

That bulls eye on the latest Tide laundry detergent label is ‘pretty close’ to the official Tide Orange color. That’s OK, right? Think again!

You are probably familiar with some form of the ‘Designer’s Trilogy’ regarding rush work: Fast, Cheap, Good; choose two. This premise is that in combination, two of the three fall short.

Imagine a team’s recent disappointment when instead of successfully completing the much-anticipated delivery of a deodorant carton design to the printer, they discovered that the package structure was not the approved size or style.

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