THE PACKAGING MOCKUP PROJECT: AN EXPERIENTIAL LEARNING EXPERIENCE OF USING PHOTOSHOP IN A BRANDING CLASS

ABSTRACT

The Packaging Mockup Project directs students to 1) learn the basic tools in the Adobe Photoshop application, 2) research and create a new brand concept for different product categories, and 3) design an original packaging mockup of their own brand concept. This project is designed to allow students to apply what they learn about branding as well as to gain basic proficiency in Photoshop, a software that has become an increasingly common desired attribute in graduate candidates for marketing jobs. This experiential project gives students practical experience in creating branded packaging mockup with the Photoshop application while teaching them the role of brand elements for specific product types and how to create a brand concept for a specific target market.

Disclosure statement

No potential conflict of interest was reported by the author(s).