packaging task6

People are visual creatures by nature. What differentiates a bad company from a good company is the fact that the latter knows how to attract customers’ attention with the help of packaging design. While an interesting and eye-catching logo does play a big part in marketing a product, nothing comes as close as the effects a visually appealing and striking design has on prospective customers.

Why is it So Important?

Customers are drawn, more than anything, to products that look good. Something that is well designed and interesting is bound to attract more potential customers than a product that is poorly designed and looks bland. This is the importance of packaging design. It is, after all, the key part in marketing a product and ensuring it sells. It is also the key part in associating a brand to a certain thing – be it a color or a font. What that means, essentially, is that customers that are drawn to a package are bound to remember it later down the road before coming back to the product.

Packaging Design: Where it Begins

A good design should always reflect the product and the creativity and personality of the company. There is more, however, to packaging design than simply ensuring a package looks appealing. There is a whole science behind it – from the shape of the package to the materials used without forgetting of course its functionality. For example, of the many things to take into consideration when creating a package, one of the most important things to remember is certainly the protection it offers to the product. There is no point in making a package look visually interesting if it is unable to do what it was intended to do in the first place.

How to Make the Perfect Packaging Design

Many research studies have been done on the importance of packaging design, and if there is something they all have found, it is that simplicity sells. What people want, more than anything, is to get the information in a quick and simple way. Though it starts by attracting their attention through the means of elegant and eye-catching packaging, clearly labeling what the product is about is of the utmost importance. Companies want people to buy their products – they do not want people to walk away and buy a competing product merely because the information can be accessed more quickly on their package.

What Customers Want

Other than simplicity, customers also want honesty and authenticity. In other words, they want to know for a fact that the product that is labelled on the packaging is clearly the product that can be found inside. For that to happen, companies should always ensure the package makes them look trustworthy. This can be achieved by making sure the package is made of the highest quality materials available. Good packaging should also reflect the personality of the company. If a company is green and modern, then the packaging should be recyclable and innovative.

There is no denying the fact that a logo plays a vital part when it comes to marketing, but the power a visually appealing package has on customers cannot be compared to it. Customers want to associate a product with something positive, and the packaging design is often the first thing that comes to their mind.

CHARACTERSTICS OF PACKAGING DESIGNER

Good design makes a product useful –  A product is bought to be used. Good design emphasizes the usefulness of a product while disregarding anything that could possibly detract from its usefulness.

Good Design is Innovative – Innovation does not only imply something new,  it also means product refinement. Good design usually comes from resourceful and creative people who take inventions and perfect them. In 1779, Samuel Crompton of Lancashire  invented the spinning mule, which made possible the mechanization of cotton manufacture. Yet the innovation was continued by Henry Stones, of Horwich, who added metal rollers to the mule; and James Hargreaves, of Tottington, who figured out how to smooth the acceleration and deceleration of the spinning wheel; and William Kelly, of Glasgow, who worked out how to add water power to the draw stroke; and John Kennedy, of Manchester, who adapted the wheel to turn out fine counts; and, finally, Richard Roberts, also of Manchester, a master of precision machine tooling who created the “automatic” spinning mule: an exacting, high-speed, reliable rethinking of Crompton’s original creation. Such men provided the micro inventions necessary to make macro inventions highly productive.

Good Design Makes a Product Understandable – Good design emphasizes simplicity and clarifies the product’s structure and use. At best, it is self-explanatory and intuitive. No one likes things that are tricky to operate. Good design typically provides a high quality user manual, instructions, or user interface.

Good Design is Aesthetic – The aesthetic quality of a product is integral to its usefulness because products we use every day affect our well-being. Objects of beauty generate feelings of delight and pleasure, but only well-executed objects can be beautiful.

Good Design Makes Products Easy to Transport, Store, and Maintain – Good design reduces or eliminates tedious drudgery associated with the maintenance of a product (i.e., the cleaning of the object is designed to be quick and easy). Good design packages a product in a way that is small, stackable, standardized, easy to load on a truck or train and therefore easy to transport.

Good Design is Long-Lasting – Unlike fashionable design, products with good design are built to last many years. Planned obsolescence is when a product or part is made that is designed to fail, or become less desirable over time or after a certain amount of use. Our culture is trending toward a throwaway society based on over-consumption and excessive production of short-lived or disposable items. Non-durable goods (products used less than three years) make up 27% of all municipal solid waste, with durable goods making up 16%. Economic growth built on made-to-break products, planned obsolescence, and fashion is wasteful.

Good Design is Environmentally Friendly – The population is 7 billion, and we’re expected to reach 9.2 billion by 2050. The planet is naturally able to absorb and cleanse a certain amount of pollution, but with this many people on the earth, we risk environmental degradation. Good design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product. Products that take into account the environment are easy to recycle, made sustainably, and use materials with optimal properties. Architects are now designing buildings and communities using green architecture techniques. Architects and designers need to take a leadership role in designing buildings and communities that encourage the cultural change required to restore environmental sustainability. Poor design is responsible for many, if not most, of our environmental problems. Good design minimizes a product’s packaging; containers and packaging now represent 32% of all municipal solid waste.

Good Design is Less Design – Less is more. Good design is well-edited, concentrating only on the essentials. Truly great products are sleek, essential and easy to use.  There’s an honesty in good design–it does not try to make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer.

Good Design is Thorough, Down to the Last Detail – Nothing is arbitrary. Care and accuracy in the design process shows respect towards the consumer.

WHAT IS GREEN PACKAGING AND WHY IS IT BETTER THAN CONVENTIONAL PACKAGING FOR HUMANS AND THE PLANET?

While there are many forms of sustainable packaging, understanding what it is, how it is used and what makes it better for humans and the planet than conventional packaging is the first step to wider use.

While green packaging, which is also known as sustainable packaging, are commonly known terms in use today, a significant number of people struggle with their meaning. Green packaging is the use of manufacturing methods and materials for packaging of goods that has low impact on the environment and energy consumption. In other words, sustainable packaging uses environmentally-sensitive methods, including energy efficiency, recyclable and biodegradable materials, down-gauging, reusability and much more.

The importance of green packaging to humans and our environment is incalculable. A great deal of energy is used in the production of traditional packaging such as plastics, corrugated boxes, plastic bags, and other packaging. Most often, the source of that energy is fossil fuels that add millions of metric tons of carbon dioxide and methane into the atmosphere per year while discarded conventional packaging ends up in landfills or oceans causing soil, water, and plant contamination.

By using sustainable packaging, manufacturers and consumers can eliminate these contaminants that destroy the atmosphere, soil and water of our planet. This can be done via use of lowering packaging content, creation of recyclable or biodegradable packaging, and use of alternative energy means such as wind, solar and biofuels in the production and transport of the packaging.

Plastics made from polyethylene are among the most widely used packaging today and among the greatest threat to our environment. Increasingly, manufacturers are utilizing recycled, recyclable and minimalist packaging wherever appropriate. Biodegradable plastics are also in use with mixes of plant-based plastics that replace some or most of the non-renewable petroleum or fossil-based resources used in conventional PET plastic (A type of plastic resin widely used in plastic bottles).

Today’s plastic bags from an increasing number of manufacturers are meeting the sustainable packaging threshold with use of Post-Consumer Recycled Polyethylene (PCR PE), which are plastics made from the consumer stream of waste such as bottles, caps and recycled plastic bags collected in commercial and residential recycling programs. Additives are used by some manufacturers to make the plastic bag biodegradable so that it breaks down over a shorter time when disposed of in a landfill.

When it comes to cardboard packaging, major manufacturers are creating corrugated cardboard from 100-percent postconsumer recycled fiber or virgin mixed with recycled fiber to create corrugated cardboard that is also completely recyclable and biodegradable. Many more are reducing or even eliminating the amount of corrugated cardboard they use in packaging, replacing it with foam blocks at corners and bands around the product. The foam is lighter than the corrugate and reduces shipping costs and damage that can occur during loading/unloading and transportation.

There is even sustainable packaging in the areas where molded packaging is used such as egg carton containers and consumer product packaging. The use of 100-percent recycled newspaper, which is mixed into a slurry with water, and vacuum-formed on screened molds creates molded fiber packaging that is resilient and strong enough to compete with most vacuum-formed plastic, expanded polystyrene (EPS), and corrugated designs. The used product has a high recyclability factor and significantly cuts the energy consumption needs in the production over conventional packaging.

This is really only a primer on green packaging and the materials and uses that make it sustainable packaging. As more Americans increase their understanding of the importance of sustainable packaging and more manufacturers increase their use, we can ensure a future with clean water, air, and soil for all.

branding examples working with azure

task 5 2 artists

1. AMRITA SHERGIL
Amrita Sher-Gil (30 January 1913, – 5 December 1941), was an eminent Indian painter born to a Punjabi Sikh father and aHungarian Jewish mother, sometimes known as India's Frida Kahlo, and today considered an important woman painter of 20th century India, whose legacy stands at par with that of the Masters of Bengal Renaissance; she is also the 'most expensive' woman painter of India.

In 1934, while in Europe she "began to be haunted by an intense longing to return to India feeling in some strange way that there lay my destiny as a painter", as she later wrote about her return to India the same year. She began a quest for the rediscovery of the traditions of Indian art which was to continue till her death. It was also during this period that she pursued an affair with Malcolm Muggeridge. She stayed at their family home at Summer Hill, Shimla, for a while, before leaving for travel, in 1936, at the behest of an art collector and critic, Karl Khandalavala, who encouraged her to pursue her passion for discovering her Indian roots.She was greatly impressed and influenced by the Mughal and Pahari schools of painting and the cave paintings at Ajanta.

South Indian Villagers Going to Market, 1937.

Later in 1937, she toured South India and produced the famous South Indian trilogy of paintings Bride's Toilet, Brahmacharis, andSouth Indian Villagers Going to Market following her visit to the Ajanta caves, when she made a conscious attempt to return to classical Indian art. These paintings reveal her passionate sense of colour and an equally passionate empathy for her Indian subjects, who are often depicted in their poverty and despair. By now the transformation in her work was complete and she had found her 'artistic mission' which was, according to her, to express the life of Indian people through her canvas.While in Saraya Sher-Gil wrote to a friend thus: “I can only paint in India. Europe belongs to Picasso, Matisse, Braque.... India belongs only to me”. Her stay in India marks the beginning of a new phase in her artistic development, one that was distinct from European phase of the interwar years when her work showed an engagement with the works of Hungarian painters, especially the Nagybanya school of painting.

Sher-Gil married her Hungarian first cousin, Dr. Victor Egan in 1938 and moved with him to India to stay at her paternal family's home in Saraya in Gorakhpur, Uttar Pradesh. Thus began her second phase of painting which equals in its impact on Indian art with the likes of Rabindranath Tagore and Jamini Roy of the Bengal school of art. The 'Calcutta Group' of artists, which transformed the Indian art scene in a big way, was to start only in 1943, and the 'Progressive Artist's Group', with Francis Newton Souza, Ara, Bakre, Gade, M. F. Husain and S. H. Raza among its founders, lay further ahead in 1948.Amrita's art was strongly influenced by the paintings of the two Tagores, Rabindranath and Abanindranath who were the pioneers of the Bengal School of painting. Her portraits of women resemble works by Rabindranath while the use of 'chiaroscuro' and bright colours reflect the influence of Abanindranath.^[24]

It was during her stay at Saraya that she painted the Village Scene, In the Ladies' Enclosure and Siesta all of which portray the leisurely rhythms of life in rural India. Siesta and In the Ladies' Enclosure reflect her experimentation with the miniature school of painting while Village Scene reflects influences of the Pahari school of painting. Although acclaimed by art critics Karl Khandalavala in Bombay and Charles Fabri in Lahore as the greatest painter of the century, Amrita's paintings found few buyers. She travelled across India with her paintings but the Nawab Salar Jung of Hyderabad returned them and the Maharaja of Mysore chose Ravi Varma's paintings over hers.

Although from a family that was closely tied to the British Raj, Amrita herself was a Congress sympathiser. She was attracted to the poor, distressed and the deprived and her paintings of Indian villagers and women are a meditative reflection of their condition. She was also attracted by Gandhi's philosophy and lifestyle. Nehru was charmed by her beauty and talent and when he went to Gorakhpur in October 1940, he visited her at Saraya. Her paintings were at one stage even considered for use in the Congress propaganda for village reconstruction.

In September 1941, Victor and Amrita moved to Lahore, then in undivided India and a major cultural and artistic centre. She lived and painted at 23 Ganga Ram Mansions, The Mall, Lahore where her studio was on the top floor of the townhouse she inhabited. Amrita was known for her many affairs with both men and women and many of the latter she also painted. Her work Two Women is thought to be a painting of herself and her lover Marie Louise.

In 1941, just days before the opening of her first major solo show in Lahore, she became seriously ill and slipped into a coma,and later died around midnight on 6 December 1941, leaving behind a large volume of work, and the real reason for her death has never been ascertained. A failed abortion and subsequent peritonitis have been suggested as possible causes for her death.Her mother accused her doctor husband Victor of having murdered her. However, the day after her death England declared war on Hungary and Victor was sent to jail as a national enemy. Amrita was cremated on 7 December 1941 at Lahore.

Three Girls is a painting by Amrita Sher-Gil, an Indian artist. It was painted in 1935; the first work to be painted by Sher-Gil after returning to India from Europe in 1934.Sometimes referred to as Group of Three Girls, the painting won the Gold Medal at the annual exhibition of the Bombay Art Society in 1937.The painting was part of a batch sent to Nawab Salar Jang of Hyderabad who later rejected them all.

The painting shows three colourfully dressed women contemplating a destiny they are unable to change. Amrita Sher-Gil did not sensualise her women but instead portrayed them as facing great adversity yet having the spirit to transcend a destiny that they were unable to change.

Sher-Gil wrote:

I realized my real artistic mission, to interpret the life of Indians and particularly the poor Indians pictorially; to paint those silent images of infinite submission and patience,... to reproduce on canvas the impression those sad eyes created on me.

The painting reflects the influence of the works of French painter Paul Gauguin on Sher-Gil's work. It also marks Sher-Gil's move from an earlier academic and realist style of painting that she had learned in Paris towards a flatter style with modern compositions, where line and colour are prominently used. In Three Girls, the girls' surrounding is not shown. Their situation is made evident through their facial expressions, their body language, and the skillful use of tones.

Bride's toilet

Self Portrait as Tahitian - Amrita Sher-Gil

 hill women by amrita shergil

self torso by amrita shergil

LEONARDO DA VINCI

Leonardo di ser Piero da Vinci (Italian: [leoˈnardo da ˈvintʃi] 15 April 1452 – 2 May 1519) was an Italian polymath, painter, sculptor, architect, musician, mathematician, engineer, inventor, anatomist, geologist, cartographer, botanist, and writer. He is widely considered to be one of the greatest painters of all time and perhaps the most diversely talented person ever to have lived.Hisgenius, perhaps more than that of any other figure, epitomized the Renaissance humanist ideal. Leonardo has often been described as the archetype of the Renaissance Man, a man of "unquenchable curiosity" and "feverishly inventive imagination". According to art historian Helen Gardner, the scope and depth of his interests were without precedent and "his mind and personality seem to us superhuman, the man himself mysterious and remote". Marco Rosci states that while there is much speculation about Leonardo, his vision of the world is essentially logical rather than mysterious, and that the empirical methods he employed were unusual for his time.

Born out of wedlock to a notary, Piero da Vinci, and a peasant woman, Caterina, in Vinci in the region of Florence, Leonardo was educated in the studio of the renowned Florentine painter Verrocchio. Much of his earlier working life was spent in the service ofLudovico il Moro in Milan. He later worked in Rome, Bologna and Venice, and he spent his last years in France at the home awarded him by Francis I.

Leonardo was, and is, renowned primarily as a painter. Among his works, the Mona Lisa is the most famous and most parodied portrait and The Last Supper the most reproduced religious painting of all time, with their fame approached only by Michelangelo'sThe Creation of Adam.Leonardo's drawing of the Vitruvian Man is also regarded as a cultural icon,being reproduced on items as varied as the euro coin, textbooks, and T-shirts. Perhaps fifteen of his paintings have survived, the small number because of his constant, and frequently disastrous, experimentation with new techniques, and his chronic procrastination.Nevertheless, these few works, together with his notebooks, which contain drawings, scientific diagrams, and his thoughts on the nature of painting, compose a contribution to later generations of artists rivalled only by that of his contemporary, Michelangelo.

Leonardo is revered for his technological ingenuity. He conceptualised flying machines, an armoured vehicle, concentrated solar power, an adding machine,and the double hull, also outlining a rudimentary theory of plate tectonics. Relatively few of his designs were constructed or were even feasible during his lifetime,but some of his smaller inventions, such as an automated bobbinwinder and a machine for testing the tensile strength of wire, entered the world of manufacturing unheralded.^{[nb 3]} He made important discoveries in anatomy, civil engineering, optics, and hydrodynamics, but he did not publish his findings and they had no direct influence on later science.

Paintings of the 1490s

Leonardo's most famous painting of the 1490s is The Last Supper, painted for the refectory of the Convent of Santa Maria della Grazie in Milan. The painting represents the last meal shared by Jesus with his disciples before his capture and death. It shows specifically the moment when Jesus has just said "one of you will betray me". Leonardo tells the story of the consternation that this statement caused to the twelve followers of Jesus.

The novelist Matteo Bandello observed Leonardo at work and wrote that some days he would paint from dawn till dusk without stopping to eat and then not paint for three or four days at a time.This was beyond the comprehension of the prior of the convent, who hounded him until Leonardo asked Ludovico to intervene. Vasari describes how Leonardo, troubled over his ability to adequately depict the faces of Christ and the traitor Judas, told the Duke that he might be obliged to use the prior as his model.

When finished, the painting was acclaimed as a masterpiece of design and characterisation, but it deteriorated rapidly, so that within a hundred years it was described by one viewer as "completely ruined". Leonardo, instead of using the reliable technique of fresco, had used tempera over a ground that was mainly gesso, resulting in a surface which was subject to mold and to flaking.Despite this, the painting has remained one of the most reproduced works of art, countless copies being made in every medium from carpets to cameos.

THE LAST SUPPER

Paintings of the 1500s

Among the works created by Leonardo in the 16th century is the small portrait known as the Mona Lisa or "la Gioconda", the laughing one. In the present era it is arguably the most famous painting in the world. Its fame rests, in particular, on the elusive smile on the woman's face, its mysterious quality brought about perhaps by the fact that the artist has subtly shadowed the corners of the mouth and eyes so that the exact nature of the smile cannot be determined. The shadowy quality for which the work is renowned came to be called "sfumato" or Leonardo's smoke. Vasari, who is generally thought to have known the painting only by repute, said that "the smile was so pleasing that it seemed divine rather than human; and those who saw it were amazed to find that it was as alive as the original".

Other characteristics found in this work are the unadorned dress, in which the eyes and hands have no competition from other details, the dramatic landscape background in which the world seems to be in a state of flux, the subdued colouring and the extremely smooth nature of the painterly technique, employing oils, but laid on much like tempera and blended on the surface so that the brushstrokes are indistinguishable.Vasari expressed the opinion that the manner of painting would make even "the most confident master ... despair and lose heart."The perfect state of preservation and the fact that there is no sign of repair or overpainting is rare in a panel painting of this date.

In the painting Virgin and Child with St. Anne the composition again picks up the theme of figures in a landscape which Wasserman describes as "breathtakingly beautiful"and harkens back to the St Jerome picture with the figure set at an oblique angle. What makes this painting unusual is that there are two obliquely set figures superimposed. Mary is seated on the knee of her mother, St Anne. She leans forward to restrain the Christ Child as he plays roughly with a lamb, the sign of his own impending sacrifice. This painting, which was copied many times, influenced Michelangelo, Raphael, and Andrea del Sarto,and through them Pontormo and Correggio. The trends in composition were adopted in particular by the Venetian painters Tintoretto and Veronese.

Drawings

Leonardo was not a prolific painter, but he was a most prolific draftsman, keeping journals full of small sketches and detailed drawings recording all manner of things that took his attention. As well as the journals there exist many studies for paintings, some of which can be identified as preparatory to particular works such as The Adoration of the Magi, The Virgin of the Rocks and The Last Supper. His earliest dated drawing is aLandscape of the Arno Valley, 1473, which shows the river, the mountains, Montelupo Castle and the farmlands beyond it in great detail.

Among his famous drawings are the Vitruvian Man, a study of the proportions of the human body, the Head of an Angel, for The Virgin of the Rocks in the Louvre, a botanical study of Star of Bethlehem and a large drawing (160×100 cm) in black chalk on coloured paper of The Virgin and Child with St. Anne and St. John the Baptist in the National Gallery, London.This drawing employs the subtle sfumato technique of shading, in the manner of the Mona Lisa. It is thought that Leonardo never made a painting from it, the closest similarity being to The Virgin and Child with St. Anne in the Louvre.

Other drawings of interest include numerous studies generally referred to as "caricatures" because, although exaggerated, they appear to be based upon observation of live models. Vasari relates that if Leonardo saw a person with an interesting face he would follow them around all day observing them.There are numerous studies of beautiful young men, often associated with Salai, with the rare and much admired facial feature, the so-called "Grecian profile".These faces are often contrasted with that of a warrior. Salai is often depicted in fancy-dress costume. Leonardo is known to have designed sets for pageants with which these may be associated. Other, often meticulous, drawings show studies of drapery. A marked development in Leonardo's ability to draw drapery occurred in his early works. Another often-reproduced drawing is a macabre sketch that was done by Leonardo in Florence in 1479 showing the body of Bernardo Baroncelli, hanged in connection with the murder of Giuliano, brother of Lorenzo de' Medici, in the Pazzi Conspiracy. With dispassionate integrity Leonardo has registered in neat mirror writing the colours of the robes that Baroncelli was wearing when he died.

The Virgin and Child with St. Anne and St. John the Baptist (c. 1499–1500)—National Gallery, London

The Virgin and Child with St. Anne, (c. 1510)-Louvre Museum

His notes and drawings display an enormous range of interests and preoccupations, some as mundane as lists of groceries and people who owed him money and some as intriguing as designs for wings and shoes for walking on water. There are compositions for paintings, studies of details and drapery, studies of faces and emotions, of animals, babies, dissections, plant studies, rock formations, whirlpools, war machines, flying machines and architecture.

These notebooks—originally loose papers of different types and sizes, distributed by friends after his death—have found their way into major collections such as the Royal Library at Windsor Castle, the Louvre, the Biblioteca Nacional de España, the Victoria and Albert Museum, the Biblioteca Ambrosiana in Milan which holds the twelve-volume Codex Atlanticus, and British Library in London which has put a selection from the Codex Arundel (BL Arundel MS 263) online. The Codex Leicester is the only major scientific work of Leonardo's in private hands. It is owned by Bill Gates and is displayed once a year in different cities around the world.

Leonardo's notes appear to have been intended for publication because many of the sheets have a form and order that would facilitate this. In many cases a single topic, for example, the heart or the human fetus, is covered in detail in both words and pictures on a single sheet.Why they were not published within Leonardo's lifetime is unknown

Scientific studies

Leonardo's approach to science was an observational one: he tried to understand a phenomenon by describing and depicting it in utmost detail and did not emphasize experiments or theoretical explanation. Since he lacked formal education in Latin and mathematics, contemporary scholars mostly ignored Leonardo the scientist, although he did teach himself Latin. In the 1490s he studied mathematics under Luca Pacioli and prepared a series of drawings of regular solids in a skeletal form to be engraved as plates for Pacioli's book De Divina Proportione, published in 1509.

It appears that from the content of his journals he was planning a series of treatises to be published on a variety of subjects. A coherent treatise on anatomy was said to have been observed during a visit by Cardinal Louis 'D' Aragon's secretary in 1517.Aspects of his work on the studies of anatomy, light and the landscape were assembled for publication by his pupil Francesco Melzi and eventually published as Treatise on Painting by Leonardo da Vinci in France and Italy in 1651 and Germany in 1724, with engravings based upon drawings by the Classical painter Nicolas Poussin.According to Arasse, the treatise, which in France went into 62 editions in fifty years, caused Leonardo to be seen as "the precursor of French academic thought on art".

While Leonardo's experimentation followed clear scientific methods, a recent and exhaustive analysis of Leonardo as a scientist by Frtijof Capra argues that Leonardo was a fundamentally different kind of scientist from Galileo, Newton and other scientists who followed him in that, as a Renaissance Man, his theorising and hypothesising integrated the arts and particularly painting.^[