Last week we organized a master class about packaging design for the product and marketing managers of the Philips Hue team. Because of the rapid growth of the Hue business unit they asked us to bring the team up to speed with all the issues, challenges and opportunities surrounding packaging design.

In the master class we guided them through the complete packaging design process. We talked theory, provided case studies and handed out practical assignments in which participants could experience the design process themselves.

We discussed strategic subjects, like how to write a good packaging design brief, but also technical manners like production techniques, file formats and materials.

We invited communication design specialist and former Philips creative lead Natascha Seeger. She talked about the communication design aspects of packaging design projects. She included subjects like: stopping power, visual hierarchy and printing techniques, among many others. It was a very fruitful day that gave the team a solid grip on packaging design.