Oklahoma State University Institute of Technology
Face to Face Common Syllabus
SPRING 2016
GRD 2623 CONSUMER DESIGN
Emphasizes conceptual design solutions for projects ranging from thumbnail stage to supercomprehensives for 3D pieces such as packaging and product display and 2D pieces such as
magazine advertisements and annual reports. Solutions include design rationales that involve
writing, marketing and printing production.
Type of course: Theory/Lab
Credit Hours: 3; Total hours of theory per semester: 25;
Total hours of lab for the semester: 50.
Class length - Full Semester
Class days and times: Monday and Wednesdays, 12:30 PM – 2:55 PM
Prerequisites: GRD 2523 or the Division Chair’s approval.
Instructor Name: Kurt W Stenstrom
Instructor Phone: (918) 293-5070
Office: Bldg. 300/HOS and Room 161
Instructor email: k.stenstrom@okstate.edu
Contact: My preferred method of contact is email. Please allow 24-48 hours to return your
correspondence during the normal workweek.
Instructor's Office Hours: M, T, W and TR 3:15-4:15 PM by Appointment.
Division Name: Visual Communications
Division’s Main Phone: 918-293-5050
REQUIRED TEXT, REFERENCES, AND MATERIALS
Texts:
Packaging Design: Successful Product Branding from Concept to Shelf by
Marianne R. Klimchuk and Sandra A. Krasovec ISBN-10: 047172016X
References:
The following books are available in the OSUIT Library
Box Bottle Bag: The World's Best Package Designs by Andrew Gibbs
ISBN-10: 1600614191
Package Design Workbook: The Art and Science of Successful Packaging
by Steven DuPuis
ISBN-10: 1592533221
Little Book of Big Packaging Ideas by Catharine Fishel
ISBN-10: 1592533531
Materials:
Graphic design tool kit
previously purchased
Glossy Color Prints for Package Super Comp
$75.00
Glossy Color Prints for Ad Super Comps
$75.00
Glossy Color Prints for Annual Report
$50.00
32 x 40 Sheets of Black Mat board
$8.00
Sketch book
$10.00
5 - CDR disks
$10.00
Rationale Spiral Binding
$20.00
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3M Super 77 spray adhesive
X-Acto No. 11 Blades
Misc. Materials (Boards, Tools, Glues, Tape, Etc. *See above.)
Estimated Cost for Materials: Based on current bookstore cost
$11.00
$29.00
$62.00
$350.00
Upon completion of the course, students should:
COURSE OBJECTIVES
ASSESSMENT OF
COMPETENCY
1. *Use Adobe InDesign, Microsoft Office or iWork for *Product Package &
project planning and communications.
Branding Project
2. *Use a well-developed design rationale focused on the
target audience.
3. *Write organized and well–developed project
rationales.
4. *Employ brainstorming, research, analysis,
psychographic and demographic information for
project branding.
5. *Employ team brainstorming, research, analysis and
design concept development.
6. *Employ historical techniques and styles used by
current professionals and masters in the industry.
7. *Develop client brand needs that are targeted to the
appropriate audience/clientele.
8. *Develop conceptualized strategies, media content and
design brand solutions for the client.
9. *Create timely, correct and appropriate brand media
needs.
10. *Present and deliver brand design proposals
Aspects of the competency assessments may be used in the university’s assessment of
student learning.
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COURSE ACTIVITIES
In this course students will:
 Read text and participate in class discussions of readings.
 Participate in in-class activities and demonstrations.
 Develop and complete projects as assigned by instructor.
 Design all assignments produced in this class.
 Art Direct and work with photographer to produce imagery as assigned by instructor.
 Design and complete Product Package, Ad, Annual Report, and Rational Workbook as
assigned by instructor.
EVALUATION - GRADES WILL BE BASED ON THE QUALITY AND COMPLETION
OF THESE TASKS:
Assignments
Product Package
Brand Media
Photography Art Direction
Annual Report
Brand Design Rational
Performance
Weekly Performance, 10pts @15
Assignment Critiques, 50pts @ 3
Assignment Steps, 10pts @10
Quizzes, 25pts @ 2
Total
55%
150pts
150pts
50pts
100pts
100pts
OSUIT
Grading Scale
A = 90-100
B = 80-89
C = 70-79
D = 60-69
F = 59 & below
45%
150pts.
150pts.
100pts.
50pts.
100%
*The student’s grade for the Final Skills Exam will be used in the university’s assessment
of student learning. A 70% competency or higher receives a Pass rating. This Pass/Fail
rating is independent of the student’s course grade.
(Please asterisk the assignment above if utilized for the assessment assignment)
Assignments, assignment steps and similar type projects: Normal return time to students in one
(1) to two (2) weeks.
Quizzes: Normal return time to student by next class meeting or one (1) week.
AUTHORIZED TOOLS
Students may use any/all course materials, including books, the Internet, approved image
library’s, relevant applications, class critiques and notes, while participating in classroom
activities. All quizzes, and projects are to be completed independently.
TESTING
Quizzes are given randomly throughout the trimester and may be given at the beginning or end
of any class period. Students must be in class and on time to take the quizzes. Quizzes cannot be
made up. Testing will be completed independently; no collaboration with classmates is permitted
and any instance of such will be considered academic dishonesty. After the start of the no student
will be allowed to enter the classroom until the end of testing. Leaving the classroom for any
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reason during testing will be considered a completion of the quiz. No phones, computers, food,
drinks, notes, books, Internet or other materials will be allowed unless noted before the start of
testing. (Only tests can be independently scheduled before the day of testing)
ASSIGNMENTS
Unless otherwise specified by your instructor, all assignments will include the student’s name,
the assignment sheet, 1 multipage PDF, and the packaged working files on a labeled DVD for
evaluation. Method of submitting files is determined by the instructor and will be stated with
each assignment. Proofread your documents carefully for typographic errors, spelling, or
grammatical errors will reduce your grade. Each student is expected to produce original work.
(See Syllabus for Academic Dishonesty.) Copying assignments, or disks/files will result in zero
points for each party involved. Copying assignments or illegal use of software may result in the
student being withdrawn from the course. It is illegal to pirate software, images, or music.
Assignments: Subject to change at instructor discretion. * These are assessment assignments.
*Product Package
Package Design Layout
50 pts.
Package Design Super Comp
100 pts.
Branding Media
Layouts
50 pts.
Super Comps
100 pts.
Photography Art Direction
Package Photography
25 pts.
Concept Ad Photography
25 pts.
Annual Report
Annual Report Layout
25 pts.
Annual Report Super Comp
75 pts.
*Final Corporate Design Rationale
Design Rationale
100 pts.
TOTAL 550 pts.
Late Work Policy: Ten percent (10%) of the total possible points for a project will be deducted
from the final grade for each day (not including weekends) a deadline is missed. The same
deduction will be applied to missing special presentations or demonstrations unless otherwise
specified with project instructions. Any work handed in unfinished will be considered incomplete
and can be counted as a zero. The final project will not be accepted after due date specified with
project instructions.
PERFORMANCE, ASSIGNMENT CRITIQUES, ASSIGNMENT STEPS and QUIZZES
Class Performance: Participation in the daily class curriculum is a daily grade of 5pts that will
be assessed as part of the Performance Grade weekly. It is important because the skills and
assignments in this class are explained to the students with lectures and demonstrations.
Assignments are given with demonstrations on how to accomplish them. Often, shortcuts and
helpful tips are given on how to get the job done in the most expedient, efficient production
manner. Reading material, handouts, or other resource materials are given out at this time.
Students are required to take thorough notes on the step-by-step instructions. Lectures and
demonstrations missed will not be made up. NOTE: Missed information may not be repeated if
the student misses or leaves the class. Students are expected to work appropriately with others,
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use time effectively, be dependable, and be responsible for and respectful of their own area as
well as other students and the school’s property. Use of Cell phones is not permitted in class.
We respectfully request that all cell phones be set to no audible noise and that students not
interrupt lectures or demonstrations by leaving class to conduct personal business. The use of
iTunes, iPods, or other individual music players, is not permitted in class except at the
permission of the instructor. If permission is granted, headphones will be required and only
during workdays. Students are expected to dress in an appropriate manner and behave
professionally at all times. Acceptable performance / behavior will include, but not be limited to,
the demonstration of:
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Good work ethic
Dress and language use appropriate for professional workplace
Positive attitude
Wise use of class time
Working well with others; respecting and not disrupting others
Being prepared for class
Participation in class discussions, demonstrations, and projects
Accurately following written and verbal instructions
Meeting deadline schedules
Leaving your work area neat at the end of class
Following all computer use and lab rules handout
Tardy Policy: If a student comes to class late there will be no daily performance grade, it is the
students responsibility to check in with the instructor at the end of class, or they will be recorded
as absent.
Assignment Critiques: Students will complete up to 3 assignment critiques of their work
completed in the steps. If assignment critique material are not complete and presentable at the
time stated by the instructor no performance points will be awarded.
All critique materials will include a 2D/3D comprehensive mockup and support materials in a
single PDF document place on the OSUIT Visual Communications server at:
afp://64.112.255.44/Stenstrom/2_Consumer_Design/Drop
These critiques will be used to refine the development of final assignments. The assignment
critiques are 50pts each for a total of 150pts
Assignment Steps: Students will complete up to 10 assignment steps of their work completed
toward their final assignment. If assignment steps are not complete and presentable at the time
stated by the instructor no performance points will be awarded.
All assignment step materials will include support materials and research stated in the lectures.
These materials will be placed in a single PDF document place on the OSUIT Visual
Communications server at:
afp://64.112.255.44/Stenstrom/2_Consumer_Design/Drop
These critiques will be used to refine the development of final assignments. The assignment steps
are 10pts each for a total of 100pts
Quizzes: Two (2) quizzes may be given randomly throughout the trimester. Quizzes are worth
25pts each for a total of 50pts. They will cover material given in lecture and/or assigned
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reading. Students must be in attendance and in class on time to be allowed to take the quizzes, as
they cannot be made up.
UNIVERSITY & COURSE EXPECTATIONS
As a student of OSUIT, I understand that it is my responsibility to read, abide by and maintain a
copy of the syllabi for this course. Syllabi are also available on the OSUIT website.
As a student of OSUIT, I understand that excerpts of portions of my work may be utilized for
institutional assessment purposes. The purpose of institutional assessment is for verification of
student learning and program improvement. I recognize that every effort will be made to keep
this information confidential.
AMERICANS WITH DISABILITIES ACT (ADA)
According to the Americans with Disabilities Act, each student with a disability is responsible
for notifying the University of his/her disability and requesting accommodations. If you think
you have a qualified disability and need special accommodations, you should notify the
instructor and request verification of eligibility for accommodations from the Office of
Academic Accommodations/LASSO Center. Please advise the instructor of your disability as
soon as possible, and contact The LASSO Center, located in the Noble Center for Advancing
Technology – NCAT, top floor, and 918-293-4855 to ensure timely implementation of
appropriate accommodations. Faculty have an obligation to respond when they receive official
notice of a disability but are under no obligation to provide retroactive accommodations. To
receive services, you must submit appropriate documentation and complete an intake process
during which the existence of a qualified disability is verified and reasonable accommodations
are identified. (Fall 2013)
ACADEMIC DISHONESTY
Academic dishonesty or misconduct is neither condoned nor tolerated at OSUIT. Any student
found guilty of academic dishonesty or misconduct shall be subject to disciplinary action.
Academic dishonesty and/or misconduct includes, but is not limited to, the following actions:
(1) Plagiarism: the representation of previously written, published, or creative work as one’s
own; (2) Unauthorized collaboration on projects; (3) Cheating on examinations; (4)
Unauthorized advance access to exams; (5) Fraudulent alteration of academic materials; (6)
Knowing cooperation with another person in an academically dishonest undertaking. Students
are required to actively protect their work against misuse by others. For details, refer to The
OSUIT Student Handbook (Student Rights and Responsibilities Governing Student Behavior)
available online at http://www.osuit.edu/academics/forms/student_rights_responsibility.pdf.
ATTENDANCE POLICY FOR FACE TO FACE COURSES
A primary component of OSUIT's Mission is “to prepare and sustain a diverse student body as
competitive members of a world-class workforce.” Regular and consistent attendance not only
aids in academic success, dependable attendance is a requirement in today's real-world
employment; therefore, regular and consistent attendance is a requirement in all OSUIT courses.
Definitions: Absent: Failing to attend all or a significant portion of a class or lab session.
A. Students may not be marked as absent if missing class for situations such as, but not
limited to
1. participating in a required university activity such as a field trip;
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2.
3.
4.
5.
fulfilling a military obligation;
a mandatory court appearance;
death in the immediate family;
extreme illness or accident to oneself or immediate family. Instructors, at
their discretion, may require proof of such events.
B. It is the responsibility of the student to contact and inform the instructor and/or
department in advance of such excused absences whenever possible.
Tardy: Arriving late to class as defined by the individual class instructor. Faculty, at their
discretion, may equate three tardies to equal one absence.
Procedures:
Early Intervention
A. Any student who misses 10% of an individual course (or earlier at faculty discretion)
during a regular fifteen-week semester, or the equivalent portion of time in a shorter
session, will have their name submitted by that course instructor to the OSUIT Early
Alert System for retention intervention.
B. At the point the Early Alert is issued, the student must meet with their assigned
faculty advisor or designated faculty/staff member within seven (7) academic
calendar days for counseling on how to improve their attendance and academic
success.
Excessive Absences
A. The University reserves the right to administratively withdraw any student from an
individual course who misses 20% of that course, whether excused or unexcused,
and, in the opinion of the instructor, the student does not have a reasonable
opportunity to be successful in the course.
B. Students should be aware any of the following may impact their financial aid:
1. being administratively withdrawn from a course
2. dropping a course
3. their last date of attendance in a course
Please see OSUIT Policy 2-021 for full details and procedures.
Course Outline
Schedule
Day/Week 1
*Course Schedule
Topics, Assignment and Due Dates
COURSE INTRODUCTION AND REVIEW OF CONSUMER
DESIGN
Syllabus review: Class expectations, assignments, steps, critiques, PDF
research and assignment presentations.
Assignment Lecture: Product Possibilities – 1st five products
w/thumbnails, name and rationale.
Lecture: Name Generation – Igor-naming-guide, marketing message
(tagline).
Reading: Chapter 1: Accounting For the Past
Chapter 2: Defining Packaging Design
Chapter 3: The stakeholders, client and target audience
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Day/Week 2
Day/Week 3
Day/Week 4
• Assignment Step Due: Product Possibilities – 1st five products
w/thumbnails, name and rationale.
Lecture: Product Possibilities – 2nd five products
Reading: Chapter 4: Design Fundamentals
Chapter 10: The Design Process
• Assignment Step Due: Product Possibilities – 2nd five products
w/thumbnails, name and rationale.
Lecture: Present your best three (3) products with rationales, Parent
Company with Company Logo
PRODUCT PACKAGE SELECTION
• Assignment Step Due: Present best three (3) products with
w/thumbnails, name and rationales.
Lecture: Structural Designs, concepts and rationale details – Discuss
product, client, target audience, concept and design style, parent company,
logos, marks, competitors, etc..
Reading: Chapter 8: Structures and Materials
Lecture: Product content and marketing message (tagline).
Product content and marketer’s message are immediate (page 51).
Copy for packaging, includes detail outlined on each panel (page 84).
Trip:
Wal-Mart – Review product branding, product placement,
displays, end caps and packaging types and samples.
Reading: Chapter 5: Typography
Chapter 6: Communicating With Color
Chapter 7: Communicating With Imagery
Lecture: Product Branding –Concept Brand Boards
Discuss product logos (typographical, iconic and descriptive),
typographical content treatments (headlines, subhead, tagline, copy, legal
content), color combinations, logos, typographical thumbnails (page 1967), color combinations, concept brand boards (page 191) and color
combinations, imagery photo/illustration styles
Reading: Chapter 9: Planning for Production
Chapter 12: Understanding Legal Issues
• Assignment Step Due: Concept Brand Board, Product Logos (3
typographical, 3 iconic and 3 descriptive), 3 typographical content
treatments (headlines, subhead, tagline, copy, legal content), 3 Color
Combinations and 3 Imagery Photo/Illustration styles
Homework: 3 Actual Package Samples
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Day/Week 5
Lecture: Production and Three (3) 3D Package Layouts – 3D package
construction/prototype, actual package samples (homework), substrate
materials, thickness, printing types, folds, tabs, scoring, die cutting, inks,
laminates and specialty processes
Trip:
To be announced.
Production Work Day: Prototype development and production for 3
sample packages.
< Assignment Class Critique: Critique of students 3–3D Package
Layouts
Day/Week 6
BRANDING MEDIA
< Assignment Class Critique: Second critique of students final 3D
Package Layout
Assignment Lecture: Advertising, ad concepts, media needs, magazines,
etc.
Reading: http://brandeducationservices.com/2012/01/31/types-ofrestaurant-advertising-brand-eduction/
http://www.adweek.com/news-gallery/advertising-branding/10-best-ads2013-154404#intro
http://www.entrepreneur.com/article/64738
http://www.magazine.org/insights-resources/magazine-advertising-casestudies
http://www.cssdesignawards.com/articles/55-impressive-creativeadvertising-concepts/63/
Package Layout Assignment Due: 3D Package Layout
Production Work Day: Prototype development and production for 3D
super comp.
Homework: 5 ad media concept samples
Day/Week 7
Package Assignment Due: 3D Package Super Comp
Assignment Lecture: Ad concept themes, target market, media
placement, frequency, costs and geographic locations, magazine genres
and advertisers media kits.
Research: Media types, based on rationale.
• Assignment Step Due: Present 3 media genres with multiple concept
themes.
Assignment Lecture: Ad concept campaigns, images, headlines, copy,
call to action, logos, product images, production sizes, art direction, photo
shoots, photographers, copyrights, contracts and costs.
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Day/Week 8
< Assignment Class Critique: 3 different ad rough concept detailing
headlines, image ideas, copy placement, product placement, call to action,
marks, copyrights, trademarks, etc.
Assignment Lecture: Product photographs, Ad concept photos, Art
direction ad roughs showing layout and placement of all assets (headlines,
products, logos, etc.), and photographers contracts.
Assignment Lecture: Annual Reports the who, what, why, when, where
and how’s,
Research: Annual reports, types, content and presentation style. This will
all be based on the brand rationale.
• Assignment Step Due: Photographers and Client (designer) Detailed
Contract – Contact information (phone, email), detailed image needs
(product/ads), timeline schedule with dates, locations, props, models, etc.
Day/Week 9
PHOTOGRAPHY ART DIRECTION
Media Layout Assignment Due: 3 Ad Concept Campaign Layout
• Assignment Step Due: Photography meeting to hire a photographer
• Assignment Step Due: Final Photographers and Client (designer)
Detailed Contract
Production Work: Provide art direction and work schedule
Day/Week 10
ANNUAL REPORTS
Production Work: Art direction and ad production work
• Assignment Step Due: Annual Report theme concept and copy content.
Day/Week 11
Production Work: Art direction and ad production work
• Assignment Step Due: Annual Report theme concept and copy content.
Day/Week 12
Art Direction Assignment Due: Package photography showing all sides
and Concept photography by photographers
Production Work: Package and Ad Campaign presentation production
Day/Week 13
Media Assignment Due: 3 Ad Concept Campaign Super Comp
Production Work: Package and Ad Campaign presentation production
• Assignment Step Due: Annual Report Layout.
Day/Week 14
BRAND DESIGN RATIONALE
Production Work: Annual Report and Brand Design Rationale
Day/Week 15
Annual Report Assignment Due: Annual Report Presentation
Brand Design Rationale Assignment Due: Brand Design Rational
document
*Schedule subject to change at instructor discretion.
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