Packing a virtual punch

Deepend Design was faced with the unenviable task of designing for designers, with this new website for client Packaging Solutions Advice Group.

Consultancy managing director Gary Lockton acknowledges the project has put the group under the design industry spotlight, but, ironically, Deepend has played down the visual side of the design.

‘The whole point of the site is that it’s interactive. It’s intended to help [packaging] designers looking for inspiration, by offering practical advice on a whole range of issues such as materials and techniques. We didn’t want the visual design to get in the way of the practical purpose of the site,’ says Lockton.

Lockton says design should not be the lead element because the site is meant to act as a ‘container’ for the information, just as an art gallery should act as a container for the pictures within.

The site also offers news and case studies from the packaging sector.

‘The previous site had been a bit of a turn-off. It was very technological and full of marketing-speak. But, ultimately, the site is about targeting people with packaging-related problems, taking them through a series of stages until they understand more about what they’re trying to do and who best to contact to take the process forward,’ says Lockton.

Lockton says the site is deliberately low on animation to make it accessible to all designers, however powerful their computers.

‘I wanted the site to be like a well-written brochure, [with each screen] like a page. The site consciously reflects the feel of [PSAG’s] existing literature,’ says Lockton.

The printed literature for PSAG was by David Quay Design and includes a special typeface called Foundry Form, which is soon to be released commercially.

The site will be launched on 7 October at a PSAG debate on innovation in packaging design. Check it out at

Design: Deepend Design

Client: Packaging Solutions Advice Group

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