reDesign Your Package
Develop strategic packaging approaches tailored to business goals, audiences, and organizational needs.
What you will learn
This hands-on course guides you through a structured process for designing or redesigning packaging, with a strong emphasis on applying concepts directly to a real-world project—one of our own case studies or a product of your choosing. As you progress, you’ll use a range of professional tools (design software) and leverage 70+ human psychology design tactics to refine any packaging concept from idea to production-ready. In addition to technical and strategic skills, you'll receive full access to our human factors in packaging content, studying the many ways to influence packaging effectiveness—cognition, perception, visual appeal, and consumer decision-making—ensuring your design resonates with real-world users and buyers.
Course Objectives
Analyze human factors—including cognition, perception, visual appeal, and decision-making—to optimize the appeal and effectiveness of your design
Conduct competitive and contextual research to inform packaging decisions
Apply principles of effective packaging design using 3D modeling tools
Develop a comprehensive packaging strategy that addresses functionality, aesthetics, sustainability, and brand alignment
Create and refine prototypes for evaluation and testing
Prepare production-ready files and documentation for manufacturing
Identify and qualify suppliers based on project requirements
Plan and manage the pre-production and production process for your packaging design
Course Outline
1.0 Let's Get Started!
- 1.1Course Disclaimer(pdf)
- 1.2How to Navigate this Course (video)
- 1.3Why are You Here? (video)
- 1.4About this Course(pdf)
- 1.5Packaging is Value(video)
- 1.6Your Package(pdf)
- 1.7reDesign Presentation: Slide Deck Information (multimedia)
- 1.8reDesign Presentation: Steps for Success(pdf)
2.0 Investigate your Competition
- 2.1Marketplaces and Course Introduction(video)
- 2.2Retail Category Audit and POG(presentation)
- 2.3Retail Audit Example #1(pdf)
- 2.4Retail Audit Example #2(pdf)
- 2.5Category Research Intro(pdf)
- 2.6The Market Research Process(pdf)
- 2.7Market Research Workbook(pdf)
- 2.8Retail Audit(multimedia)
- 2.9Retail Audit Structural Outline(pdf)
- 2.10Market Research Project - Retail Audit (presentation)
- 2.11Category Research Workbook(pdf)
- 2.12Category Research Instructions(presentation)
- 2.13Market Research Project - Category Research and Retail Audit(pdf)
- 2.14Knowledge Check: Market Research(quiz)
3.0 Generate & Prototype Ideas
- 3.1 Introduction to Brainstorming and Ideation(video)
- 3.2Brainstorming and Ideation Workbook(pdf)
- 3.3Creative Thinking and Brainstorming(video)
- 3.4100 Ideas (pdf)
- 3.5Ideation(pdf)
- 3.6Step 1. Pick your Top 30 Ideas(pdf)
- 3.7Step 2. Create and Define Standards(pdf)
- 3.8Step 3. Rate Your Ideas(pdf)
- 3.9Step 4. Analyze Your Top Three Ideas(pdf)
- 3.10Step 5. Review and Decide(pdf)
- 3.11reDesign Presentation: Brainstorming & Ideation(pdf)
4.0 Design your Package!
- 4.1Start Designing Your Package! (pdf)
- 4.2Box It Now Tutorial(video)
- 4.3Pacdora Tutorial (download)
- 4.4reDesign Presentation: Package Identification(pdf)
5.0 reDesign for Attention: Perception
- 5.1Perception Introduction(video)
- 5.2Perception Workbook(pdf)
- 5.3Perception | Shaking Things Up(pdf)
- 5.4Sensory Processing(video)
- 5.5Read and Discuss: Sensory Processing(pdf)
- 5.6Von Restorff Effect(video)
- 5.7Perception | Appearances are Everything(pdf)
- 5.8Gutenberg Diagram(video)
- 5.9Constancy(video)
- 5.103D Perception(video)
- 5.11Perception | Look Around You(pdf)
- 5.12Law of Pragnanz(video)
- 5.13Figure/Ground Relationship(video)
- 5.14Proximity(video)
- 5.15Closure(video)
- 5.16Perception | But Can You Read It?(pdf)
- 5.17Highlighting(video)
- 5.18Alignment(video)
- 5.19Readability(video)
- 5.20Legibility(video)
- 5.21Perception | Examples from the Real World(pdf)
- 5.22Perception Ideation(pdf)
- 5.23reDesign Presentation: Perception(pdf)
- 5.24Knowledge Check: reDesign for Attention(quiz)
6.0 Optimize Communication: Type & Color
- 6.1Typography Introduction(pdf)
- 6.2Typography Workbook(download)
- 6.3Typography(presentation)
- 6.4The Power of Typography(pdf)
- 6.5How to Choose a Font(pdf)
- 6.6reDesign Presentation: Typography(pdf)
- 6.7Typography Links(pdf)
- 6.8Typography Lecture by Dr. Hurley (video)
- 6.9Color Theory Introduction(pdf)
- 6.10Color Theory Workbook(download)
- 6.11General Color Theory and Symbolism(video)
- 6.12Color Theory for Print(video)
- 6.13Product Color Psychology(presentation)
- 6.14Color Theory Links(pdf)
- 6.15Style Guide Examples(pdf)
- 6.16reDesign Presentation: Style Guide(pdf)
- 6.17Knowledge Check: Optimize Communication(quiz)
7.0 reDesign for Retention: Cognition
- 7.1Cognition Introduction(video)
- 7.2Cognition Workbook - Part 1(pdf)
- 7.3Cognition Workbook - Part 2(pdf)
- 7.4Cognition | Easy Memory(pdf)
- 7.5Working Memory(video)
- 7.6Working Memory - Chunking(video)
- 7.7Mnemonic Device(video)
- 7.8Progressive Disclosure(video)
- 7.9Serial Position Effect(video)
- 7.10Signal-to-Noise Ratio(video)
- 7.11Cognition | Hiding in Plain Sight(pdf)
- 7.12Propositional Density(video)
- 7.13Read and Discuss: Propositional Density(pdf)
- 7.14Hidden Messaging(video)
- 7.15Cognition | Do What I Say(pdf)
- 7.16Classical Conditioning(video)
- 7.17Framing(video)
- 7.18Shaping(video)
- 7.19Confusability(video)
- 7.20Read and Discuss: Confusability(pdf)
- 7.21Scarcity(video)
- 7.22Availability Misweighing Tendency(video)
- 7.23Cognition | Help Me Decide(pdf)
- 7.24Heuristics(video)
- 7.25(Mere) Exposure Effect(video)
- 7.26Expectation Effects: Buyer Behavior(video)
- 7.27Pygmalion Effect: A Case Study(video)
- 7.28Social Proof and Authority(video)
- 7.29Cognition: Examples from the Real World (pdf)
- 7.30Cognition Ideation(pdf)
- 7.31reDesign Presentation: Cognition(pdf)
- 7.32Knowledge Check: reDesign for Retention(quiz)
8.0 reDesign for Charm: Appeal
- 8.1Introduction to Appeal (video)
- 8.2Appeal Workbook(pdf)
- 8.3Appeal | Divine Golden Rule(pdf)
- 8.4The Divine Proportion(video)
- 8.5The Golden Ratio(video)
- 8.6Rule of Thirds(video)
- 8.7Appeal | The Beauty of Simplicity(pdf)
- 8.8Ockham's Razor(video)
- 8.9Recognition Over Recall(video)
- 8.10Rosetta Stone(video)
- 8.11Picture Superiority Effect (video)
- 8.12Iconic Representation(video)
- 8.13Biophilia Hypothesis(video)
- 8.14Savanna Preference(video)
- 8.15Threat Detection(video)
- 8.16Appeal | The Joy of Human-ness(pdf)
- 8.17Anthropomorphic Form(video)
- 8.18Attractiveness Bias(video)
- 8.19Face-ism Ratio(video)
- 8.20Waist-to-Hip Ratio(video)
- 8.21Most Average Facial Appearance Effect(video)
- 8.22Baby Face Bias(video)
- 8.23Read and Discuss: Appeal(pdf)
- 8.24Appeal | How Do You Feel About That?(pdf)
- 8.25Cognitive Dissonance (video)
- 8.26Archetypes(video)
- 8.27Emotion(video)
- 8.28Storytelling(video)
- 8.29Read and Discuss: Storytelling(pdf)
- 8.30Immersion(video)
- 8.31Ben Franklin Effect(video)
- 8.32Appeal | Ease of Use(pdf)
- 8.33Ergonomics(video)
- 8.34Accessibility(video)
- 8.35Affordances(video)
- 8.36Appeal: Examples from the Real World(pdf)
- 8.37Appeal Ideation(pdf)
- 8.38reDesign Presentation: Appeal(pdf)
- 8.39Knowledge Check: reDesign for Charm(quiz)
9.0 reDesign for Sustainability
- 9.1Sustainability Workbook(pdf)
- 9.2Sustainability(video)
- 9.3Recent Innovations in Packaging Sustainability(video)
- 9.4Sustainable Packaging in Action: Case Studies of Leading Industry Redesign(video)
- 9.5Sustainable Design Checklist(pdf)
- 9.6reDesign Presentation: Sustainability(pdf)
10.0 reDesign Decisions
- 10.1Decisions Workbook(pdf)
- 10.2Decision Making(video)
- 10.3Decision-Making Biases(multimedia)
- 10.4The Tiger Woods Strategy(video)
- 10.5Decisions | This for That(pdf)
- 10.6Consumers vs. Shoppers(video)
- 10.7Aesthetic-Usability Effect(video)
- 10.8Flexibility-Usability Tradeoff (video)
- 10.9Form Follows Function(video)
- 10.10Performance vs. Preference(video)
- 10.11Hierarchy of Needs(video)
- 10.12Life Cycle(video)
- 10.13Scaling Fallacy(video)
- 10.14Decisions Ideation(pdf)
- 10.15Human Factors Checklist(pdf)
- 10.16Knowledge Check: reDesign Decisions(quiz)
11.0 Consider Costs & Regulations
- 11.1Cost Analysis (pdf)
- 11.2reDesign Presentation: Costs(pdf)
- 11.3Regulations Check(pdf)
- 11.4reDesign Presentation: Regulations Check(pdf)
12.0 Wrap-Up
- 12.1Conclusion(video)
- 12.2reDesign Presentation: Final Project(pdf)
- 12.3Course Survey(multimedia)
- 12.4Assignment: Final Video(assignment)
- 12.5Final Assessment(quiz)
Instructor
Andrew Hurley, PhDFounder
180 Lessons
85 Videos
60 Hours
Buy now$5993-Month Access
Or subscribe$99per month for 6 months
