The purpose of this analysis was to gain a broad understanding of the design process of packaging in the confections (specifically candy bar) category. The aim was to, first, take an historical look at the development of the product category. Then, through the study of graphic design trends related to the product, understand what sociocultural, technical, and manufacturing events triggered such trends.
The findings present a clear picture of an industry that relies heavily upon packaging as the main sales tool for reaching consumers. Because of the impulse-purchase, which the industry accounts for almost all of its sales, the package must communicate on its own merits — often without supporting media. Therefore, the design of such wrappers can be as important, if not more so, than the actual product.
The nature of the product — the fact that it is a sweet and historically given as a reward or act of affection — plays another important factor in regard to brand identity and management, and the necessity to keep brands (packaging) culturally relevant.
Download A Century of Candy Bars: An Analysis of Wrapper Design [1.5 Mb], thesis, Syracuse University 2004.
Dave has served as creative director of Parker Hannifin, a Fortune 400 multinational corporation and as an adjunct faculty member at Youngstown State University teaching advertising in the graphic design department.
Dave received an associate’s degree in visual communication from the Art Institute of Pittsburgh, a BFA from Youngstown State University in graphic design, and a master’s degree in advertising design from Syracuse University.
Dave’s work has been featured by Creativity, American Institute of Graphic Arts (AIGA), adcritic.com, brandchannel.com, and Rockport Publishing.