8.0 Packaging

The structure of the panel is the first place to start when creating new packaging. It is the framework within which every other element lives, so it’s important to design this accurately before beginning work on other elements of the pack.

Our base units of measurement for the pack structure is based on the Zanussi logo. More information on the logo can be found here. We begin by stacking the Zanussi logo 12 times along the length of the shortest side of the front panel. The height of our base unit (Z) is defined as the cap height of the letter Z within the logo.

When working with taller, vertically orientated formats, the same principles apply. The diagram below illustrates how we rotate the logo to stack alongside the shortest side of the panel.

Our packaging uses two margins: The primary margin (A) and the Frame (B).

Start by defining the primary margin. It should measure one consistent unit (Z) from the edge of the panel on all sides. The Frame is defined as a quarter unit around all sides (0.25 x Z). These margin sizes should be used across all panels of the packaging.

We can define the relationship between the content area and the photography area by dividing the front panel horizontally into thirds or halves.

Lifestyle photography should always sit on the left and occupies one third or one half of the panel.

The remaining two thirds/half of the panel sits to the right and is always coloured yellow. You can find more information about packaging colours here.

Products should be represented on pack with a full colour image. The angle of the image should clearly depict the shape of the product inside. The product should be accurately cut out and placed on the border between the yellow content area (A) and the lifestyle imagery (B).

Products that feature transparent materials such as glass or plastics should be retouched in such a way that you can look through the transparent materials and see the design of the pack in the background (C).

A subtle drop shadow should be included on all product images (D). This adds a layer of depth and places emphasis on the product contained in the packaging. The product should feel like it’s sitting on top of the yellow content area and the lifestyle imagery, but take care not to make the drop shadow too heavy as this will detract from the bright, fresh look of the packaging.

As every product will differ in shape and dimensions, there is no set size for the product hero imagery. However, you should always take care to ensure the product is clearly visible on the pack. You must also always ensure the product hero image does not break the Frame around the edges of the panel.

From time to time, it won’t be possible to use lifestyle imagery on your packaging. In these circumstances, the overall structure and layout of the panels should remain the same; the content area to the right (A) remains yellow, while the area to the left (B) should be filled in white.

The area to the left can be occupied by a callout graphic (C). These are used to draw attention to features, uses or attachments that are specific to the product.

The callout graphics themselves can be displayed as text only messages with white text on a black background (A), black text on a yellow background (B) or black text on a white background (C).

When required, they can also be presented alongside product photography to highlight additional attachments and accessories (D).

To create the callout graphic, begin by setting the text for your message.

Callout text should be set in Korolev Condensed Heavy. The point size of the callout text should be equivalent to 50% the cap height of the letter Z within the Zanussi logo. When text needs to run over multiple lines, the leading should be set to 90% of the point size of your callout text. For example, if your callout uses a point size of 50 pt, you should use 45 pt leading (0.9 x 50 pt = 45 pt).

To avoid callouts that look too long on the pack, you should use no more than 3 lines of text in your callout graphics.

Callout graphics can be designed with or without photography. Photography must only be used to illustrate additional accessories or attachments for the main product. In both cases, the size and shape of the graphics are built around the clear space surrounding the callout text (Y).

Callouts without photography (A) feature a solid colour background that follows the outline of the clear space surrounding the text (Y). A further area, equal to double the height of the clear space (2 x Y), is then added above and an arrow is added to the top right hand corner at an angle of 45˚.

Callouts without photography (B) feature a solid colour background that follows the outline of the clear space surrounding the text (Y). A further area, equal to 4 times the height of the clear space (4 x Y), is then added above. An arrow, equal in height to double the height of the clear space (2 x Y), is added to the top right hand corner at an angle of 45˚. Accessory or attachment photography should be positioned in the additional space above the callout text. The photography should follow the same guidance as the product hero image.

Dont's

The structure of the top panel is simpler than the front and sides of the packaging. Simply create a primary margin (A) and a Frame (B) with the exact same measurements as the front panel (Z and 0.25 x Z respectively).

As with the front panels, all content must sit within the area created by the primary margin.
 

The bottom panel is used to accommodate mandatory information for specific markets. This information will be printed on an additional label or printed directly onto the packaging. You should ensure a suitable area is left blank on the panel to accommodate this label (C).

The size of the space containing this information (C) and its position on the bottom panel will differ depending on the requirements of your market.

Panel A has a similar structure and layout to the front panel of the packaging. The primary margin (A) and the Frame (B) use exactly the same measurements as the front panel (Z and 0.25 x Z respectively). As with the front panels, all content must sit within the area created by the primary margin.

The main structural difference between Panel A and the Front Panel is the position of written content, which sits to the left of the product hero image (C). This written content area should measure two thirds the width of the overall panel.

Guidance on product hero imagery can be found here.

Wherever possible, the translation should be distributed evenly across the 3 columns however, when that’s not possible you can change the number of columns to better reflect the content you are working with.

The translation text (A) should be presented using 7pt Roboto Regular type on 7.3pt leading. This text should always be black. Initials for each corresponding language (B) should appear before the translation text.