Even monsters need underwear and its packaging can be awarded a design prize. PIDA Germany 2010 included some truly innovative packaging concepts. The symposium had a focus on shelf impact and what qualities a package must have to sell the product.
Hochschule der Medien in Stuttgart has offered a Packaging Design programme at university level for more than 30 years. Students eventually graduate with a Bachelor of Engineering degree, finding jobs mainly in the planning and development of large packaging lines, in logistics and – of course – in packaging design.
PIDA 2010 was the third time for HdM. The theme “Packaging with a second life” yielded a host of innovative designs. The first prize went to Julia Kellner, Steffi Maier and Axel King for their design “Monstrous – Underwear for Little Monsters”. A package but at the same time a toy: the design and hexagonal shape allow for combining elements to form many figures. Second prize was awarded to the design “Mein Schlips” by Maxi Meilicke and Zacharias Rebholz. This is a necktie package with a built-in hanger and an instruction for how to tie the Windsor knot. The third prize went to Marcel Messner and Malte Seidel for their equally inventive design for packing and displaying clothing: a vinyl record sleeve concept that holds T-shirts.
The symposium and panel discussion centred on the role of the packaging in a sales context. What makes a package sell? A select group of experts from the trade press, manufacturing, research and development and packaging design contributed to the discourse, each from their specialist point of view.
Uwe Melichar, Designer and Manager at Factor Design, and Ralph Breymaier, International Marketing Manager Gardena, approached the theme by pointing out how the dialogue in the design process between designer and client determines shelf impact and sales capabilities. Hans-Joachim Karopka of the Rheingold Institute for Qualitative Market and Media Research, emphasised the importance of mood, brand promise and differentiation in a context of current trends and cultural development. Ulrich Aldinger of the Peter Schmidt Group talked about design and sales environments for premium brands in the Japanese and German food retail businesses.