Cathy Gu Design
Cathy Gu is a San Francisco based design strategist specializing in brand strategy, qualitative research, and human-centered design.
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HP Ink

We started by establishing three goals from our research. First, we wanted to create better communication, generate an emotional response/personal experience, and generate greater desire for the product. After understanding that the problem lay between the digital and analog world, we gathered the positives of both to create one central direction. Based on the feedback given at the Midterm Presentation, we moved forward with the forms that were well-received.

Graphic Revisions


Hierarchy – The most important pieces of information are the largest allowing the consumer to identify the product more easily and efficiently. 

Colors – Each ink pack can be identified by a specific color. We chose to use a CMYK pallet because it is associated with the printing process. *The single cartridges are represented by their specific ink tone.

Imagery – Both image themes (the jumping girl photo series and camera shot) represent a captured moment in time. Their tones also correlate with the color of the pack.

Swatchbook- Individual swatchbooks are eliminated and their revised graphics are placed directly on the package itself.

Live Photo – All photos on the front of the box are HP Live photos.

 

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