We had the distinct pleasure to interview award winning designer Olha Takhtarova about their original and creative Packaging design work. Olha Takhtarova is an award-winning communication designer, that makes our world a better place with their original packaging works.
Olha Takhtarova ("OT") answered Design Interview ("DI") questions about their award-winning work Winetime Seafood Packaging. Interview questions prepared by Frank Scott.
OT : Simplicity became the basis for the design. The main challenge was not to overload the packaging with information. It was important to make it harmonious and understandable. The freshness of the product had to be conveyed. The main idea was to use illustration in design, as it is visually better perceived by the consumer. The design was limited to three colors. This color scheme created a contrast, simplified the process of item recognition, and improved the perception of information.
OT : The packaging design was aimed to create a clear emotional image, emphasize the brand’s reliability, and call for a consumer’s desire to buy. And of course, it had to be advantageous to differ from competitors.
OT : Perhaps I will publish it on some design resources.
OT : This concept development lasted from December 2018 to May 2019
OT : This design was created for the defined client. On searching for the main design, other concepts were developed - with black and white basic backgrounds, photographs, monochrome colors. All these concepts were similar in contrast and simplicity. The mentioned concept has become the favorite. Its main advantages were the combination of colors, the arrangement of elements, and illustrations.
OT : The design has already been launched and is present in retail.
OT : I often use contrasts, minimum colors, and tend to simplicity in my works. All these help to make the design apprehensible. This world is so overloaded with visual information that it’s difficult to surprise a consumer, to hold attention. The faster the consumer catches the information, the faster there will be a purchase decision.
OT : I enjoy Japanese designers. Their design is minimalistic, down to the last detail, unobtrusive, but memorable at the same time.
OT : The target consumer for this product is a busy, modern person who is willing to pay for quality and chooses a product not by price tag, but by design.
OT : The color combination and non-standard arrangement of design elements make this design unique.
OT : WINETIME is the national grocery store chain in Ukraine. WINETIME assortment is made with its own import from dozens of countries of Old and New World, as well as unique products from private Ukrainian manufacturers. WINETIME SEAFOOD is a new umbrella brand for own import of quality seafood.
OT : The main tool is Adobe Illustrator.
OT : I believe it to be the choice of primary colors. Deep blue is associated with the depths of the sea, orange is the company's corporate color, white is a symbol of purity and freshness.
OT : This design is solely my creation. No other experts were involved.
OT : Technology didn’t do the trick this time, I guess.
OT : The interests of the product target audience were the key point for this design. It was necessary to analyze the consumer, to understand the lifestyle and income level. This data forced the decision to use the illustration instead of a photo image. And colors were chosen with a certain psychology approach.
OT : The freshness of the product and reliability of the brand had to be conveyed to consumers with the packaging design. It was a certain challenge to unite the entire assortment under one brand and at the same time distinguish in retail WINETIME SEAFOOD series from products of other manufacturers.
OT : Initially, I planned to establish another design for the competition. Those were my friends who highlighted this design as they enjoy it the most.
OT : Packaging design is my favorite field in design. When working on packaging for this seafood series, I made myself certain again that the contrasting combination of several colors is always the win-win option, and the use of illustrations makes the design lively, memorable and transmits the brand’s serious attitude to its product.
OT : No. Thank you.
