Course Syllabus—subject to change with notice

DIGM4375: Packaging Design

Spring 2017

Instructor/Lab Instructor: Mrs. Jean Terio Pierce

jpierce@uh.edu
Office: Sugar Land 343 Brazos Hall (by appointment ,Friday 4:00 pm - 6:00 pm)
Main 392 T2 (by appointment, Monday 10:30 am - 2:30 pm)
713-743-1114
Lab Manager: Mr. Can Le
chle3@central.uh.edu
Lab Schedule: http://www.uh.edu/tech/digitalmedia/students/currentstudents/#schedul
Program website www.graphics.tech.uh.edu
Lecture: Section 24053: Online through Blackboard Learn
Lab: Section 24054: Friday, 1:00–4:00 p.m., GB320 (Sugarland, George 320)
Blackboard: www.uh.edu/blackboard
– www.uh.edu/blackboard
– room 116-PGH main campus, M–F, 8 a.m.–8 p.m.
– 
phone, 713-743-1411
– 
email to support@uh.edu with your full name, course name and number, section
number, instructor’s name and a description of the problem
– 
live chat, www.uh.edu/infotech/livechat. See hours of availability at www.
uh.edu/blackboard/help/index.html.
TechConnect: The College of Technology is excited to present TechConnect. This tool will
allow you to upload your resume, research companies, and apply for jobs
and internships.
Please register for TechConnect by going to https://tech-uh-csm.symplicity.com.
You will need to complete a profile. Once you do that, you will have access to
postings by Digital Media firms.
Internships and jobs are also posted to our Facebook page. Please “like” the UH
Digital Media Program page to receive notifications about these jobs.
Student Showcase: All Digital Media students are encouraged to post their best work on our site’s
Student Showcase. Entries can be in any Digital Media field and from any Digital
Media course. 
Please go to www.digitalmedia.tech.uh.edu/showcase/, click the “submit your
work” link on the left side of the page, complete the Student Showcase Submit
Form, and upload your project. Please note that for us to approve your posting,

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 and make it visible on the web, we must have on file for you a UH Content Release
Form, which can be downloaded from the Student Showcase Submit Form.
Course Description: Package design from the perspectives of aesthetics, form, manufacturing processes,
sustainability, utility, and commercial and governmental regulations. Creating
prototypes. Field Testing.
Prerequisites: DIGM 2350, 4373
Credit: 3 semester hours
Course Goals This course is designed to familiarize students with package design and
manufacturing.
Lectures and labs will cover aesthetics, marketing, and brand identity as well
as sustainability and the implementation of commercial and governmental
regulations.
Students completing the course will describe, demonstrate, compare, analyze,
integrate, and critique Digital Media practices and technologies related to:

1. package design principles;

2. marketing and brand identity using packaging;
3. planning, workflow, and storyboarding;
4. package manufacturing requirements;
5. information design, including governmental and commercial requirements
(UPC codes, nutrition facts, and so on);
6. 3D design;
7. cost considerations;
8. permeability and shelf life;
9. environmental impact;
10. prototyping;
11. field testing and evaluation.
Required textbooks: Klimchuk, M., and Krasovec, S. (2006). Packaging Design, Edition 2nd-2013.
Hoboken, NJ: John Wiley and Sons. ISBN: 9781118027066.

Adducci, B., and Keller, A. (2008). Design Matters: Packaging 01 An Essential

Primer for Today’s Marketplace, Edition 8. Beverly, MA: Rockport Publishers, Inc.
ISBN: 9781592533428.
Optional textbooks: Pentawards, J. (2011). The Package Design Book. Cologne, Germany: Taschen.
ISBN: 978-3-8365-1996-0.
Required tools: A digital storage system. Either a portable drive, a flash drive or CD for backing up
and archiving your files. I strongly suggest that you backup ALL of your work at
the end of each lab to at least 2 locations.
Pencil, X-Acto knife, stainless steel ruler, glue stick, double stick tape.
Any additional tools in order to develop the highest quality prototypes.
Lectures: Online lectures/presentations will be posted on Blackboard Learn every week.
Log on to Blackboard Learn, choose the appropriate week (see the schedule in this
syllabus) and follow instructions. Most lectures include interactive presentations,
textbook readings, website readings, lab assignments, and quizzes. Students should
become familiar with the weekly lecture materials prior to coming to the lab. Any
student who is not prepared will receive a grade penalty.

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 Why 5 hours per week? DIGM 4375 is a lecture/lab class and is governed by University policy as well as
policies of the accrediting bodies. First, students should understand that each hour
of class credit requires three hours per week: one hour in lecture and two hours
of personal study/homework. Thus, a three-hour course requires nine hours per
week: three in class and six on your own. However, lab earns in-class credit at
one-third the rate of lecture. Thus, it takes three hours of lab to earn one hour
of lecture credit. DIGM 4375 requires you to spend two hours in lecture. For
those two hours, you receive two hours of credit. The three hours of lab, counted
together, are worth one hour of credit. Thus, you spend five hours per week in a
three-hour lecture/lab class. Remember that you still “owe”your professor a total
of nine hours for the three-hour course. Nine minus five equals four. Thus, you
should spend four hours per week on your own reading, studying, and working on
homework and on-line quizzes. That’s the expectation of this course.
Quiz/exam policy: On-Line Tests:
There will be quizzes on Blackboard as per the schedule. These quizzes are open
notes/open book and may be taken at your leisure any time prior to the due date
when they are available. Online quizzes will be based on the books and online
materials.

Skills Tests:
There will be quizzes given at the beginning of some classes in order to test your
knowledge with the software..
No late or makeup quizzes or exams will be given.
Classroom/Lab Policies: Please adhere to the following classroom rules:
•  o cell phone use—turn OFF your cell when you enter the classroom.
N
• No disruptive behavior
• No food or drinks allowed in the lab. You may leave them outside the lab.
• Before leaving lab each day, you will be responsible for logging off of the
computer you are using and making sure your work station is put back
in order.
• You will be expected to maintain a clean lab. The instructor will ask for your
assistance when appropriate.
• Downloading of any software will be considered theft, which is a violation
of the University’s Academic-Honesty policy. The Department Chair will be
informed of all occurrences of software piracy. Any affected student will be
suspended from class until a Departmental Hearing is called.
• You are not to use any equipment - cutters or printers without being cleared to
do so. The equipment is very expensive and cannot be replaced.
Lack of adherence to the classroom rules can result in a grade reduction. Please
clean up after yourself!
Open Lab: Students who require additional lab time in order to complete their work should
check the lab schedule.
Lab Assignments: There will be several lab assignments designed to familiarize students with the
concepts discussed in the lecture materials and prepare them to complete the lab
projects. Assignments will be due two weeks from the assigned date.

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 Printed samples and prototypes must be placed on the professor’s desk PRIOR
to the beginning of class or they will be considered late and not accepted, unless
otherwise specified in the schedule.
All assignments must also be submitted as Smallest file size PDFs and 3D PDFs (if
applicable) to Blackboard with the same deadline.
LATE WORK WILL NOT BE ACCEPTED FOR ANY REASON.
Lab Projects: There will be two main projects assigned during the semester to test students’
skills and knowledge.

Lab projects are to be submitted on Blackboard Learn as PDFs or they will not be
graded and will receive an automatic “0.”
They must be accompanied by printed 3D prototypes.
It is recommended that supporting materials and 3D PDFs are placed into a
presentation leveraging your personal brand or the brand of the “customer” to
ensure that everyone can see the detailed work.
Lab Grades Lab assignments and projects are graded according to the following:
Unsubmitted assignments and projects will receive a “0” as will any
project that has a flaw which would prevent it from being sold in a retail
environment. In other words, detail is important or your work will not
be accepted. Do not wait until the last minute! Technical issues with lab
equipment are not excuses to miss a deadline.
If a project is submitted but has any technical flaw such as not meeting the
specifications provided, it will receive a D grade. For example, if the project is
submitted at the wrong size, it will receive a D.
C is the standard project grade. It means that the content of the project is
technically accurate and completed as requested.
B project is not only technically accurate, but includes a short description of
what you have done in writing. This description will eventually be used in
your portfolio. In addition, the project shows that the student has accurately
applied the basic principles of package design.
A is assigned to projects in which the student has obviously gone above and
beyond the assignment. Attractive presentation, descriptions, alternative
solutions, supporting information, etc. are examples of ways to exceed
assignment requirements.
There is no need for a student to earn any less than a B on any project. Don’t
be shy! Show your work to your instructor in advance for advice!
Late Assignments: LATE WORK WILL NO LONGER BE ACCEPTED IN THIS CLASS.
If you are absent on the due date and do not submit an assignment, the assignment
will be late. You must make arrangements to accommodate your absence. I
recommend you build your network of friends who can help you to meet your
deadlines. Clients won’t wait and neither will I.
Netiquette in Class: Your professor realizes that you are an adult and are free to squander your time
any way you want. However, you do NOT have the right to interfere with other
students who are trying to listen to lectures. Therefore, if you insist on, e-mailing,
or surfing, sit in the back of the classroom where you won’t bother anybody. If

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 you choose to text or speak on the phone, simply leave the classroom and know
that you may receive a reduced participation grade.
However, it is extremely rude to use your laptop for surfing the web, answering
e-mails, playing games, or other off-task functions during class. It is also a waste
of your money since your lectures are packed with important information being
presented by your professor who knows more about the topic than you do. You are
paying money to be in class. Do not waste your money by trying to ineffectively
multi-task during class!
Extra credit: Overall course extra credit may be earned through participation in the University
of Houston chapter of the International Graphic Arts Education Association (UH/
IGAEA). Students who join UH/IGAEA and attend a minimum of three association
meetings will earn three points extra credit on their final grades. UH/IGAEA
officers will receive five points of extra credit on their final grades.

Taking HAND_WRITTEN notes in class and during your online studies can add
up to 5% extra credit to your final grade.
In addition, a variety of extra credit assignments may be provided during the
semester at the Professor’s discretion.
Attendance: Attendance at all class sessions is expected. There will be a grade penalty for all
absences. In other words, there is no such thing as an excused absence. Be on time
for lectures and labs! Arriving after attendance is taken is considered a tardy and
will count as 1/2 an absence. You may only accumulate three total absences—
lecture or lab, full-days or tardies. You may be dropped after the fourth absence.
Look at it this way: there is no way to make up any lecture or lab that you miss.
Notes from friends or textbook readings are no substitute for actually being
present in class when your professor explains a concept or process. Here’s another
thought: you and the taxpayers of the State of Texas are paying your professor to
be present in the DIGM 4375 class. Why pay money for something you don’t take?
In case of a family emergency or long-term illness, the student must inform the
professor at the earliest possible moment should they know an upcoming class
will be missed. The student may then meet with professor during office hours
to get information on the lab PRIOR to the session. Previous content will not be
reviewed after it is presented. You are responsible for all content.
Professor Absences This course includes both a professor as well as a lab instructor. Therefore students
are expected to attend all labs and complete all assignments whether the professor
is present or not.
Grading:
Item Percent of grade
Attendance/Participation 10%
Exams/Quizzes 10%
Lab assignments 20%
Personal Project 15%
Team Project 35%
Paper 10%
Percent/letter grades: A 95-100 A- 90-94
B+ 87-89 B 84-86 B- 80-83
C+ 77-79 C 74-76 C- 71-73
D+ 69-70 D 68-67 D- 66 F: 65 and below

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 Incompletes: An “incomplete” grade will only be issued if the student is maintaining an
acceptable level of achievement and cannot, due to some factor beyond the control
of the student, complete one or more major assignment. If a student wishes an
“incomplete” grade, s/he must explain the situation to Dr. Waite in advance and
make specific arrangements to make up missing work no later than one year after
the “incomplete” is issued.
Grade Expectations: In a creative class, some grading criteria are subjective. Just remember that your
professor is your CEO/client, and just as in the professional world, you will be
expected to meet the approval of your management/client in order to win a job or
receive a bonus A or B.
Research Theme/Term Paper: Every University student is required to write papers as a part of their educational
experience. For this class, during the first half of the course, you will research
and write a paper regarding the packaging design process. Information that you
learn reading the book and in lab lectures can provide wonderful resources for the
paper. An additional three sources must be sited as well.
Papers must be a minimmum of 1250 words and follow the APA style which can be
accessed found online at the Purdue website. https://owl.english.purdue.edu/owl/
If your paper has more than three spelling or grammatical errors, you will earn
no higher than a “D” grade. If the topic is explained well and using appropriate
style, spelling and grammar, you will earn a “C.” A “B” paper has ambiguous
documentation or references, is not well organized, or is repetitive. To earn an
“A,” you must also provide supporting documentation (bibliography, photographs,
links, samples, cost analysis, and so forth).

Your paper is due the day of the Midterm Exam. It is worth 10% of your total
course grade.
Lab term project: Project Overview:
The purpose of the team project is to provide students with experience in
proposing a marketing and packaging strategy to a client. The final presentation
will simulate what a formal packaging presentation would be like in industry. The
project will entail various aspects of product market research, advertising, package
design (graphic and structural), materials, technology for printing and packaging
and cost estimating. Teams are responsible for a verbal presentation, package
prototypes, a written brief, point of purchase materials and and a magazine ad that
are due near the end of the semester.
Teams:
You are free to choose teams at your discretion. Teams of three tend to be the most
successful. Each team will develop a “Team Contract” that will serve as a basis for
individual expectations and responsibilities. A copy of the contract will be kept on
file in the instructor’s office.
Grading:
The team project grade makes up a significant portion of your overall course
grade and should be taken very seriously. Team project grades will be based on the
following:
1) Preliminary report and presentations
2) Final oral Presentation
3) Written Marketing Brief & Design Proposal
4) Package Prototype/Display
5) Full-page, full-color magazine advertisement

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 Selection of a Product:
You may choose to propose a package design or redesign for any product you
desire. The product you will package should be something that currently exists or
can easily be produced. This is not a product design course; it is a package design
course. You should not spend any of your valuable time designing or creating a
new product. The purpose is to take a currently marketed product and propose a
new marketing and packaging strategy. Some suggested product areas include:
1) Food and beverages
2) Office supplies
3) Cleaning products
4) Pet supplies
5) Cosmetics
6) Other CPG (Consumer Packaged Goods)
Preliminary Report:
It is essential to get started as soon as possible. Marketing research takes time. You
will be required to give a preliminary reports (See Course Schedule for due dates).
The report will require a brief (minimum 4-5 pages with relevant visual support,
10 points, double-spacing) with any relevant, supportive materials to explain the
product history and preliminary marketing strategy in improving market share
of such product. The oral presentation of preliminary study is required. The
instructor and the class (your clients) will provide feedback on the report during
lab.
Written Marketing Brief & Design Proposal
(Final report):
Each team will be required to submit a written report of their marketing brief/
design proposal. The report should be organized to include the following items
amd any additional content to support the decisions and proposal:
1. Title page – Title, date, course, and team members names
2. Table of Contents
3. Executive Summary (Abstract) of the report
4. Background information—stating company and brand history
5. Marketing research—trends, competition, positioning, statistical
information
6. Target market – demographics, consumer insight, consumer behavior
7. Budget & cost issues - Advertising, advertising rationale- elements,
graphics, emphasis and appeal to audience, package production, pricing & cost
issues
8. Production issues & constraints - Package design (product image; design
elements, shape, colors, size, etc.), Production (substrates, materials; printing and
decorating techniques, equipment and technology used in manufacturing your
package).
9. Brand elements including logos, color palette, typeography, illustration and
photographic style , including any additional elements for differentiation or sub-
brand development
10. Environmental and sustainable practices and policies, regulatory and legal
issues
11. Package Design including preliminary designs, design development and
final design. Rationale should be included for what decisions were made regarding
the design process.
12. Bibliography and Appendices

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 Cite sources properly using the APA format mentioned above. Statistics, if
accurate, are very effective in convincing the client to except your proposal.
Remember that statistics and any other information that is not your own must
have references cited. Plagiarism will not be tolerated.
Verbal Presentation:
Each team will be required to give a formal presentation to the class and guests.
Your classmates will represent the clients that “hired” you to propose a new
packaging strategy. All members must take an active role in the presentation. You
are encouraged to take this presentation very seriously. As a professional, you
should dress and act the part. You should use some type of presentation software.
The presentation should take no more than thirty minutes to present.
You should have professional looking prototypes for your presentation, which may
include providing a point-of-purchase display to show how the product will be
displayed. While addressing your clients, you should have the appropriate visuals
(charts, statistics, etc.) to graphically support your presentation. Expect questions
from your clients. Allow your clients to hold and handle the proposed package.
The more involved the client becomes in your presentation the easier it is for them
to accept your proposal.
Use clear and concise organization that only includes pertinent facts. Do not bore
your clients with trivial information. To conclude, clearly define what the benefits
will be to your client and try to sell benefits not a package. Remember, you are
trying to sell a proposal, which, as you know, will provide substantial revenue to
your company.
Use of Color Printers: Projects for this class should be generated using the digital press with card stock.
Additional materials may be used as well. All files to be printed must be named
correctly. Remember that each print costs money, so please utilize resources
wisely.
Adds/drops: Please refer to the University’s Undergraduate Catalog and the Schedule of Classes
for the appropriate add/drop dates and procedures. Those procedures must be
followed to the letter.
Disabilities Act: Any student who may be in need of additional help under the ADA guidelines
should contact the instructor directly after the first class meeting.
Other Important Information: As a student of the University of Houston, information available at will be critical
to you in insuring that your academic pursuits meet with success and that you
encounter the fewest financial and academic difficulties possible. Please take a
few moments to review each of the areas, and become familiar with the resources
detailed on the website with regard to: The UH Academic Honesty Policy: the UH
Academic Calendar; Students with Disabilities; Religious Holy Day FAQs; and
Other Information.

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 Week/Day Lecture Topic Reading Assignments Lab Topic Lab Project Quiz

Introductory overview of the course and of

1 1/20/17 Package Design Packaging Design 1, 2 Adobe Illustrator refresher Preliminary Assignment - You as a Package

Key stakeholders, beginning design

2 1/27/17 fundamentals and software introduction Package Design 3, 4 Packaging Audit Basic Box - A. Recreate Retail Package

Creating die lines and exploring design

2 2/3/17 alternatives Package Design 5, 6 Esko software overview Unique Die Line -Improved artwork Quiz 1

3 2/10/17 Planning and designing workflow; storyboarding Package Design 7, 8 Esko software overview Bottles - minimum 2 shapes and 2 labels per bottle

4 2/17/17 Packaging technologies Package Design 9, 10 Esko software overview Shrink Sleeves and Multi-Packs Quiz 2

Flexibles - minimum of two stylesin same brand

5 2/24/17 Information Design; Legal issues Design Matters Esko software overview family

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Intro and Planning
6 3/3/17 3D Design Design Matters Esko software overview Personal Project - Consistent branding Quiz 3
Creating
7 3/10/17 MidTerm - Mid Term Paper Due Continue to work on Personal Project

8 3/17/17 Spring Break

Present Personal Projects. Team project overview,

9 3/24/17 Materials and machinery used for packaging Design Matters Team project choose team, choose company, begin research. Quiz 4
Implementing
Team contracts to be submitted. Initial research
10 3/31/17 Big volume and low cost production Design Matters Team project presentation.
Resources
11 4/7/17 Permeability and shelf life Package Design 11, 12 Team project Present Master Brand Style Guide Quiz 5

12 4/14/17 Environmental impact Case Studies 108-125 Team project Present Sub-brand Style Guides

13 4/21/17 Managing innovation Case Studies 126-149 Team project Present First Round Samples

14 4/28/17 Evaluation of package systems Peruse all of Taschen Team project Present Second Round Samples

15 5/5/17 Package case studies Final Presentations

All assignments due 1 weeks after lab review

All assignments due electronically in Blackboard
All assignments due printed as high quality prototypes (for portfolio)
All assignments should include overview of choices and decisions
All assignments should include relavent research and development
No one should be satisfied with their first design exploration
THE PROFESSOR SHOULD NEVER SEE ANYTHING FOR THE FIRST TIME ON THE DAY IT IS DUE - EVER!!!!

DIGM  4375