WHATs UP

The “ugly duckling” of packaging – the barcode – is being turned into a swan by a collaborative effort of three organisations who want to encourage designers to incorporate the barcode into their art, as opposed to feeling it is an intrusion.

Barcode experts GS1, graphic arts training specialist Natcoll and the Pride In Print organisation have worked together on a world-first competition for up-and-coming designers that promotes that message that “holistic” packaging design must not only look good, it must also maintain the integrity and purpose of the barcode as a stock-taking necessity. 

覺得這句講的很讚，也是設計實用包裝的核心理念(基本要求)阿~!!

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This art book box by Kristofor Chappell, of Natcoll Wellington, was judged a “well-sized and technically correct bar code incorporated in an image appropriate to the subject”


This fragrance box by Nicolaas Van den Broek, Natcoll Christchurch, shows a “conventional correctly dimensioned bar code with embellishments”

想想Barcode 本身也真是神奇的發明，
要是少了這東西....
真不知道現今的產品生產、倉管、物流甚至到銷售會是怎樣的情景...

不過因此也讓人們受限了吧，
像是制式化動作的在產品上貼上這由黑白線條組成的方正標籤，
著重的要點僅限於擺在明顯的位置、可以容易刷讀...and that's all~!!

能把Barcode 跟商品設計融合而且維持它的實用性，
這樣的設計真的很COOL~~~~ 

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Entrants had to submit a portfolio with three items in it. Natcoll tutors treated the entries as a part of the course requirement and the overall design aspects and marked them accordingly, then GS1 technically assessed the bar codes for compliance. After this the Natcoll tutors selected a shortlist based on the design merits of those entries whose barcodes were technically sound, and finally the top entries were sent to the Assistant Convenor of Judges for the New Zealand Pride In Print Awards, Fraser Gardyne, himself a top designer.

Fraser said it was a progressive step for the “holistic” view of the role of printing and packaging, to see barcodes incorporated into design art.

“The purpose of packaging is to be functional first and then attractive and innovative second. Barcoding is an essential part of the retail and wholesale distribution chain and therefore it is essential designers respect the integrity of that function.

“We have found through this competition that the students used great creativity to integrate the barcode into their artwork. There were some eye-catching and fun ideas, showing that art and functionality can work in tandem.

Pride In Print Awards Manager Sue Archibald said it was positive to see students approach printers and barcoding experts for help.

“GS1 took the initiative in this and they deserve the kudos for conceiving an idea that helps the print and packaging industries enormously. We learned from his exercise that students will need more technical support, and more instruction from GS1 in the specifications required for a barcode to be functional. It was important to break the ice in this regard, and expose design students to the potential for technical shortcomings in their work.

“They found too that there is scope for innovation in colour and shape while staying within the technical boundaries.”

Sue said the competition was a step forward for the Pride In Print concept.

“Printers and designers come under pressure to ensure barcodes are accurate. Supermarkets in particular are being really fussy and are looking to refuse product that fails to comply, with huge implications for customers.

“Taking pride in the finishing product means marrying a ‘good look’ with sound functionality. By promoting designs that achieve both, we are helping both the design and print industries give their customers what they require.”

An unforeseen development from the competition is that GS1’s success has attracted international interest in doing the same thing.

Owen Dance said GS1 Australia is keen on doing something similar and he has been asked to do a report for the GS1 General Assembly that will be held in Croatia next March.

“My expectation is that several countries will take up the concept eventually. It is good to see New Zealand leading the field internationally,” he said.