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Designer pizza.

How would you sell pizza? What kind of graphics would make you want to buy one parlor's pizza rather than another's? Students at A.Y. Jackson Secondary School in Kanata, Ontario were assigned the task of creating a new package for a pizza distributor. They were given the option of designing a box using their own first or last name or redesigning an existing pizza box from an established regional business or national chain. All designs had to conform to a 13" (33cm} square format and each solution required an appropriate graphic as well as a name and phoned number. Final comprehensive art was rendered from cut paper, paint, ink, marker, adhesive color films, airbrush, or any combination of media the student felt would contribute a convincing solution to the problem.

Samples of pizza boxes were collected] from the surrounding community and students examined the graphics as well as the folding, scoring and die-cutting used by professionals. They compared the corporate approach of large pizza distributors to the more modest regional establishments. Regional examples tended to be constructed from flimsier card stock, and finished with stock artwork in one color which did not require the direct input of a graphic

designer. Students were in agreement that the marketing strategies of the large pizza firms, with identifiable logos and colors, were very effective. In the face of such stiff competition it would be wise for the independent pizza parlors to consider a well-designed box.

During the studio-classroom periods, students prepared thumb-nail sketches on newsprint. Next, they make a series of half-scale rough drawings where decisions on type, color and composition could be made before work commended on the final presentation. At this stage, the students consulted with the teacher as to what the best approach in realizing each concept might be. Several students opted to use Polaroid SX-70 prints; other went to the art store to buy materials not available in school. All rough work was submitted along with the final comprehensive for an evaluation of the overall project. To add an element of humor, each student also had to include a dummy pizza in each box to occupy the space that a real pizza would take. Several solutions were extremely clever and ranged from newspaper pizzas to an extremely realistic wax model.


Coloring Media gouache designer's color colored pencils, a variety of paper and adhesive films. ink, markers, rub -on letters, airbrush, crayons, pastels.


Polaroid SX-70 camera for models or maquettes, opaque projector for enlarging letters, access to photocopy machine for making copies of sketches as well as limited enlarging and reducing capabilities, bristol board, X-acto knives, glue, T-squares and set-squares.
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Title Annotation:boxes
Author:Osterer, Irving
Publication:School Arts
Date:Dec 1, 1991
Previous Article:"And right before my eyes...." (three-dimensional sculpture)
Next Article:Caricature: the critical eye of Honore Daumier.

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