2011 Judges Report
In its 26th year, the 2011 Southern Cross Packaging Design Awards delivered yet again in both interest and design quality. With 650 registrations and a very high ratio of entries, the 2011 edition highlighted the ever increasing importance of this award to both the industry and the education sector.
This is my 5th year as Judge; 2nd as Senior Judge and with my fellow panel of six industry experts we digested over 530 design entries. As always this brings three days of intense and absorbing conversation, review and judging a vast array of designs covering 9 categories and 13 separate awards.
Our goal as Judges is to look for the complete creative solution that best fits the provided brief, identifies and understands the target market and presents a sound and innovative packaging solution to the consumer.
As is the hallmark of the Southern Cross Awards, this year saw continued creative exploration and challenges to traditional packaging solutions by the students. What aided this approach was the flexibility and openness by our key sponsors in their supplied design briefs. There was a concentrated effort by all this year to release the commercial shackles on some of the brief mandatory requirements. This recognized the unique opportunities we have as an industry to support the creative vision of our students in designing “consumer centric” packaging solutions.
The detailed rationale submitted by students form an important part of their entry and is a testament to their research methodology and understanding of the market need for their ideas. Overall many of the entries showed an understanding of the key components that influence and drive today’s packaging designs. Evidence of Ethnographic studies (Observation of human behavior) as well as Universal Design Principles (Designing for accessibility) are becoming a regular inclusion in their design process which helped identify innovative concept directions.
As industry representatives we were also heartened to see evidence of ongoing sponsor communication with the students in many of the rationales submitted. This not only encourages the students to hone their designs during their development phase, but also enhances the importance of collaboration at the early stage of their careers.
A high level of praise must be given to all of our sponsors and their dedicated contacts this year. They freely invest their time in our students queries and provide them clear direction to support their vision.
Thanks as always must be given to the Awards Manager, Jen Salem. Her boundless energy and organisational skills to bring together 40 plus tertiary institutions nationally, is a testament to her talent. My warmest thanks also extend to my fellow experienced Judges – Harry, Doug, Sharon, Helmut, Ian and Jacqui for their commitment, knowledge, experience and drive for packaging that makes the three intense days of reviews a pleasure to be involved in.
Finally, congratulations must go to the students for their ongoing support of these Awards. Every year we see an ever growing need in design careers within the packaging industry and in particular awareness to the value design brings to our industry. It is the presence of the Southern Cross Awards and the positive support of both Industry Sponsors and the Educational Institutions that will shape the future of Australia’s packaging landscape.
I and the rest of the judging panel eagerly await next year’s crop.
Thank You.
Michael Grima
Senior Judge