Packaging as a Weapon of Mass Seduction | Summer / Short course | Art & Design | On Campus | 25 hours | ELISAVA Barcelona School of Design and Engineering | Spain

It is a different vision of packaging design for the own-brand, a segment that is increasingly important and with greater opportunities for innovation. For a designer, creating or redesigning the packaging of a product is an opportunity to tell the story of its brand, its development. But what happens when the product to be designed has no history? Currently, more than 30% of the products sold are not trademarks. They are called "white brand" or "distributor brand". Products without history that two decades ago were ugly duckling of the linear but that today represent authentic challenges like exercises of good design. In this workshop we will learn to create and tell stories through packaging and practice techniques that will help us conquer the hearts of consumers. Personality, honesty, sense of humor or simplicity are key aspects to create an emotional packaging that connects and tightens ties with our target. This workshop gives the designer tools to work from a methodology that is totally extrapolable to all types of products, whether or not they are a distributor brand.