TY3PD-Packaging Design

Module Provider: Typography
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring / Summer term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Dr Rob Banham

Email: r.e.banham@reading.ac.uk

Type of module:

Summary module description:

This module provides students with an opportunity to explore printed packaging design in response to an agreed brief.


  • To develop students’ understanding of the use of materials in packaging design;

  • To extend students craft skills through the making of 3d mockups;

  • To encourage consideration of client, audience, and point of sale.

Assessable learning outcomes:

By the end of the module students should be able to:

  • demonstrate creative thinking in response to a specific design problem

  • demonstrate exploration of alternative approaches to a problem

  • recognize conventional types, or genres, of graphic design, and explore the constraints and opportunities associated with them

  • analyse the problem posed by the brief, and propose a solution which is appropriate to the needs of client, audience, and point of sale

  • conceptualize a product in a way that potential audiences can understand

  • design a series of items which is both coherent and makes the most of opportunities offered by each different format / medium

  • design packaging that engages the user throughout their experience of it

  • select formats and materials for packaging that are appropriate for particular products

  • choose appropriate images, colours, typefaces and lettering and deploy them professionally

  • construct convincing, well-made, prototypes of printed packaging to a professional level

  • present and explain design work to a particular audience

Additional outcomes:

Students should also be able to effectively contribute to meetings, explain and defend their work, and demonstrate project management skills

Outline content:

Students will work independently on a single brief to be agreed with the group. Possible briefs include: music packaging; series design; food packaging;

Global context:

As part of their independent research for the project students will research the work of a graphic designers. They will also need to consider the needs of different audiences.

Brief description of teaching and learning methods:

Practical work is conducted through using a number of teaching and learning methods. Initial group discussions are will be conducted to develop the brief and explore its requirements. This discussion might be supported by demonstrations or through the analysis of exemplars. To support the on-going process of work, scheduled individual and group tutorials and critiques are used, both to assess work in progress and to facilitate the use of particular technologies. During these meetings, students will often present and defend their approach to the brief. Projects end with a larger group meeting to review work and to assess and evaluate the work of peers. Additional feedback and discussion occurs in individual sessions.

Contact hours:
  Autumn Spring Summer
Seminars 3
Tutorials 20 1
Guided independent study 67 9
Total hours by term 90.00 10.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 25
Project output other than dissertation 75

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

A practical project, which contributes 75% of the module mark, will be submitted according to an established schedule. Following the completion of the module, the practical project is resubmitted in the Summer Term and receives a final, moderated mark. A piece of written work, or presentation, which will comprise the remaining 25%, will not be part of the resubmission, and will be subject to the standard penalties for late submission. A final module mark is aggregated from the two component marks.

Formative assessment methods:

Feedback is given continually throughout the module by both tutors and peers. For the practical project further feedback (including 'monitoring' feedback in the form of a banded percentage) is given after initial project submission.

Penalties for late submission:

Non-standard penalties apply to the late submission of Part 3 practical work that is assessed in Summer Term (i.e. all work in module TY3DP3 and practical work submitted for optional modules). 10% of the total marks available for the work will be deducted from the final mark where work is submitted up to 24 hours late. Thereafter the mark falls to zero. Assessors may exercise discretion in the application of penalties.

For non-practical work the Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;

  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

 The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A mark of 40% overall

Reassessment arrangements:

Resubmission of failed coursework

Additional Costs (specified where applicable):

Students may need to purchase specialist materials and will need to pay printing costs.

Last updated: 27 September 2018


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