It’s the one all you design and packaging enthusiasts have been waiting for! Michael Weinzettl gives you a sneak peek inside the new 200 Best Packaging design book.
The end of May/early June will not only see the publication of our next issue of Lürzer’s Archive, Vol. 3/2015, for which I asked you to bet on what the cover will be - and a lot of you did! (I hope you forgive me for keeping you on tenterhooks a little longer before I reveal the cover choice).
We will also be publishing the latest edition of 200 Best: Packaging Design, the last issue of which came out five years ago.
To put together a selection of the best current packaging design the world has to offer is always somewhat of a challenge for us, and for obvious reasons: While we have been quite successful over the past 30 years in establishing our magazine in advertising circles all over the world, packaging design is, of course, another realm.
There are advertising agencies that handle the packaging design part for their clients themselves but mostly this task goes to design agencies that specialise on producing more or less appealing packaging for their clients’ products. In other words, we as a magazine for advertising creatives are not as well-known in the packaging design industry as we are in the ad world.
Packaging designers do not message me on Facebook, at, let’s say 4am, to find out what I might think of their latest project – in whatever embryonic stage – as ad creatives or ad photographers from many parts of the world often do. And neither do they generally, submit their latest work to Archive for publication.
Too infrequently, it seems, have our special issues on Packaging Design appeared in the past. Since 1999 which marked the first issue (then simply called Packaging Design) we have only published two more volumes. They sold well but our main focus is of course more advertising-related, and there are only so many special issues we could manage to do each year.
As a result, we had to closely examine trade and design magazines, as well as scan the many special awards schemes the field of packaging design has to offer, in order to seek out the really excellent stuff that is around. We then contacted the firms involved and asked them to submit their best work. In fact it was not dissimilar to the way we used to put together the magazine in our first years.
We also had the help of four advisors, well-versed in this field:
Rafael Gil, one of the top three art directors in the Lürzer’s Archive Ranking which means that his work as an art director as well as an illustrator and digital artist for Sao Paulo-based agency Africa frequently graces the pages of our magazine.
Otis Gibson, Founder and Chief Creative Officer of Gertrude, Inc. - a frequent collaborator. He was also in the jury for our latest 200 Best Digital Artists book.
Harry Pearce, Partner at Pentagram - the world's largest independent design consultancy, owned and run by 19 partners, and with a portfolio of work spanning five decades. Pentagram works in London, New York, San Francisco, Berlin and Austin, and they design everything from architecture, interiors, products, identities, publications, posters, books, exhibitions, websites, to digital installations. Harry will also feature in the interview published in the book.
Christoph Häberle, Professor at the Hochschule der Medien (Media Academy) in Stuttgart, who teaches design and communication with a special focus on packaging design and marketing. He was also in the jury of our previous 200 Best: Packaging Design back in 2010.
In the end we wound up with some 3,000 submissions to the book and were able to pack 240 pages of just the very best of current packaging design into it. It is obvious that our target group for this publication – which is a kind of compilation of the best packaging design of recent years – is above all our advertising-related readership.
For them it will provide the fastest overview of the work that every ad creative should be familiar with in what is certainly a flourishing branch in the design area.
You can pre-order your copy now here.
8 May 2015
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