Packaging designer - free course from Skillbox, training, Date: November 29, 2023.

Multiple winner of Russian and international competitions in the field of branding and design: Pentawards, European Design Awards, Red Dot, Epica Awards and others. Expert and author of publications on the topic of healthy food branding.

MBA in Marketing and Sales, 14 years of experience in FMCG marketing. Launched more than 500 successful products and 9 brands. Now he is creating a Private Label in X5 Retail Group, managing 12 brands and an assortment of more than 300,000 product items.

Introductory module
You will become familiar with the challenges of packaging design and the designer's role in marketing and sales. Find out what the customer expects from your work.

Psychology of choice
You will be able to analyze customer behavior, learn psychological techniques and principles that work in design. Learn to create packaging that delivers insight and stands out from the competition. Your design will be justified - it will be easier to defend it in front of the customer.

Brand
Learn to work with a brand platform, analyze the target audience, understand brand positioning and reflect this in design. You will be able to conduct a customer briefing, speaking their language.

Concept development
Analyze market trends, user expectations and product category. You will brainstorm and research, create a mood board and develop several concepts. Prepare a presentation with a detailed rationale for each.

Concept visualization
You will learn how to create a harmonious composition and work with metaphors so that the idea does not look “flat” and obvious. Learn techniques that will help you present your work favorably.

Color
You will understand color schemes and understand what color is needed in each specific case. Learn to use color to make your brand's products stand out on the shelf.

Typography
Learn to control the user's attention with the help of information on the packaging. You will understand what size the texts should be, and you will be able to place them in such a way as to enhance the design.

Differentiation and adaptation
You will understand how to make your packaging stand out from your competitors. Find out the specifics of creating your own brands.

Materials and form factor
You will understand how different materials can be used and what limitations they impose on design. Find out what eco-friendly materials are and learn how to work with them. Your packaging will acquire another dimension: volume and shape.

Design evaluation
Find out what design can be considered successful and how the customer evaluates the packaging. You can check the effectiveness of any packaging design based on this knowledge.

Prepress and printing
Learn how to prepare a layout for printing - you will understand the technical limitations of equipment, materials, and types of printing. Immerse yourself in the specifics of working with colors, markings for cutting, and bleeds. The printing house will accept your layout without any changes.

POSM
Learn what a brand book and guidelines are. You will be able to prepare layouts for advertising materials: flyers, banners and others. Learn how to create Key Visual for all advertising products.

Bonus modules
You will understand the relationship between the client and the agency, pricing and legal issues.

Graduation project. Packaging for Perekrestok’s own brand
Students will develop a packaging design for the Ukhtyshka line of children's products. The authors of the best projects will have the opportunity to collaborate further with the customer - and the results of their work may appear in supermarkets across the country.