Interview with designer Olga Takhtarova (OT), regarding views on design, and for the award-winning design Winetime Seafood Packaging.

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Interview with Olga Takhtarova at Sunday 3rd of May 2020: DI: What is the main principle, idea and inspiration behind your design?
OT : Simplicity became the basis for the design. The main challenge was not to overload the packaging with information. It was important to make it harmonious and understandable. The freshness of the product had to be conveyed. The main idea was to use illustration in design, as it is visually better perceived by the consumer. The design was limited to three colors. This color scheme created a contrast, simplified the process of item recognition, and improved the perception of information.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
OT : The packaging design was aimed to create a clear emotional image, emphasize the brand’s reliability, and call for a consumer’s desire to buy. And of course, it had to be advantageous to differ from competitors.

DI: What are your future plans for this award winning design?
OT : Perhaps I will publish it on some design resources.

DI: How long did it take you to design this particular concept?
OT : This concept development lasted from December 2018 to May 2019

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
OT : This design was created for the defined client. On searching for the main design, other concepts were developed - with black and white basic backgrounds, photographs, monochrome colors. All these concepts were similar in contrast and simplicity. The mentioned concept has become the favorite. Its main advantages were the combination of colors, the arrangement of elements, and illustrations.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
OT : The design has already been launched and is present in retail.

DI: What made you design this particular type of work?
OT : I often use contrasts, minimum colors, and tend to simplicity in my works. All these help to make the design apprehensible. This world is so overloaded with visual information that it’s difficult to surprise a consumer, to hold attention. The faster the consumer catches the information, the faster there will be a purchase decision.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
OT : I enjoy Japanese designers. Their design is minimalistic, down to the last detail, unobtrusive, but memorable at the same time.

DI: Who is the target customer for his design?
OT : The target consumer for this product is a busy, modern person who is willing to pay for quality and chooses a product not by price tag, but by design.

DI: What sets this design apart from other similar or resembling concepts?
OT : The color combination and non-standard arrangement of design elements make this design unique.

DI: How did you come up with the name for this design? What does it mean?
OT : WINETIME is the national grocery store chain in Ukraine. WINETIME assortment is made with its own import from dozens of countries of Old and New World, as well as unique products from private Ukrainian manufacturers. WINETIME SEAFOOD is a new umbrella brand for own import of quality seafood.

DI: Which design tools did you use when you were working on this project?
OT : The main tool is Adobe Illustrator.

DI: What is the most unique aspect of your design?
OT : I believe it to be the choice of primary colors. Deep blue is associated with the depths of the sea, orange is the company's corporate color, white is a symbol of purity and freshness.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
OT : This design is solely my creation. No other experts were involved.

DI: What is the role of technology in this particular design?
OT : Technology didn’t do the trick this time, I guess.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
OT : The interests of the product target audience were the key point for this design. It was necessary to analyze the consumer, to understand the lifestyle and income level. This data forced the decision to use the illustration instead of a photo image. And colors were chosen with a certain psychology approach.

DI: What are some of the challenges you faced during the design/realization of your concept?
OT : The freshness of the product and reliability of the brand had to be conveyed to consumers with the packaging design. It was a certain challenge to unite the entire assortment under one brand and at the same time distinguish in retail WINETIME SEAFOOD series from products of other manufacturers.

DI: How did you decide to submit your design to an international design competition?
OT : Initially, I planned to establish another design for the competition. Those were my friends who highlighted this design as they enjoy it the most.

DI: What did you learn or how did you improve yourself during the designing of this work?
OT : Packaging design is my favorite field in design. When working on packaging for this seafood series, I made myself certain again that the contrasting combination of several colors is always the win-win option, and the use of illustrations makes the design lively, memorable and transmits the brand’s serious attitude to its product.

DI: Any other things you would like to cover that have not been covered in these questions?
OT : No. Thank you.