In order to feel comfortable with the designs that I am working with I have to create and eliminate as many ideas as possible. How else can I know that the end result is the best?

When getting started on a design session I create an illustrator file with several art boards.

This way I can spend plenty of time brainstorming ways to take my ideas and evolve them from board to board. Also, I like designing this way because it leaves a trail of breadcrumbs that I can retrace if I feel that I have begun to deviate from the basic idea.

While I am working I have a categorical rule:

          “Never fall in love with your first idea!” 

No matter how amazing I think my first idea is, and I often think that they are the answer to Life the Universe and Everything, it will always be better after some more problem solving. 
On each board I design a thumbnail idea and then copy, tweak, repeat! 

When I run out of art boards, and since this design is meant for 3d application, I print out and assemble little baby versions of the templates. This way I can make sure the edges match up, the proportions are right and that the lines look as sleek in person as they do on my screen. The relationship between our hands and eyes is the most important factor to consider when working to create something that is gorgeous while being sneakily utilitarian.

   Once these little fleets are created, I tear into each of them, scribbling my criticisms onto the ones that I think are viable and tossing away the unfortunate little packages that don’t make the cut.

After I narrow down the choices that I am happy with, I apply the changes to my designs and print out full color life size versions and take them to the guys to get their input and fresh perspective!

Welcome to the epic design post on the Picplum packaging design saga thus far!
I have gone through all of my files and drawn out one design from each genesis of packages, showing the evolution of the design that we ended up arriving at. 
Ch-ch-check it out!

After sending off the initial orders in folders that I had remodeled out of already available products, I created a template. (seen in the first photo of this post) This was so that I had something that I could send out to custom packaging printers for a quote. Meeting with a printer and then getting a general idea of the various costs gave me an idea of what parameters to design within as far as could be done, what costs extra and what kind of materials and styles are out there!

We were initially going with this idea of a custom mailer. The idea of receiving a Netflix envelope in the mail and relating that excitingly bright red color to the experience of getting that dvd in the mail was something that we wanted to achieve with the arrival of a Picplum package!

This is one of the more bizarre designs that I tried, but you live and you learn, right? 

This is another self contained mailer. The photos go in the middle of the cardboard cutout and the package would fold around and hug the photos. Having browsed through countless design blogs, this was inspired by a few petal folding packages out there. For our purposes it just seemed far too clunky! Also this design used so much paper that when taking care to optimize for weight and paper-space this design eliminated itself right away. 

We eventually decided to scrap the idea of a custom mailer. The mailing process takes a bit of a beating on the outside of the packaging. Designing a gorgeous lightweight sleeve to go inside of an outer mailer seemed like a much more genius idea.

Meet the first answer to those overly frumpy predecessors. I wanted something to showcase the photos as opposed to swallowing them whole. After all we are selling beautiful prints. As much as I would like to think everyone will use Picplum for the packaging, its just not so.
To prep for the new direction I had taken apart many a photo folder and drew up a template of my own. You'll see this general design stick around as the packages grow up. Huzzah for initial engineering success!

At the time of this design we were contemplating two different dimensions of photos, and having a photo frame to elegantly suit both sizes proved too difficult for the relationship with this design to continue. 

The upper bar of the photo frame has now morphed away, still leaving a cut away photo showcase. Printing out the design and futzing with it made it apparent this version's flap was cumbersome and did not achieve the sleek gorgeousness that I knew the envelope should.
So the flap had to go!
Don't worry, it will be back...I promise!

After a long time of reworking and simplification, I reduced the lines of the package to be as smooth, modern, and elegant as possible. I created a set of descriptive words that I would hold the package up against upon each of my own mental review sessions: the package now has to be sleek, sturdy, chic, and playful. 

It was also at this point that we decided to try out the idea of the poly mailer instead of the enormous and heavy card. We were able to use a sturdy enough paper to create these folders so that an extremely light weight option could be used for the protective outer layer.

After the last iteration the guys took the packages out with them to get some feed back and it was unanimous, everyone wanted the flap back. See, I told you it would be here again!

With the flap back in town, I wanted to figure out a simple way to include a form of clasp. Ever since the earliest instance of a flap, we have been referring to said protruding securing implements as "nipples." Not designing these tabs to look like nipples is *so* difficult when that is what they're called in every design review. It is kind of like saying "Don't think of elephants!!" Yeah, you thought of elephants didn't you. 
So pardon this version's nipple!

What is Picplum?

Picplum is an automatic photo printing service that is the perfect addition to any family with young children. We know parents are too busy to organize their photos, let alone to find the time to print and share them. That's where Picplum comes in - it's the hassle-free way to share your best moments with friends and family.

Simply email or upload your best photos to our website. Then, every month, we automatically print and mail your photos to your friends and family. Our prints are professionally produced, high-quality 4" x 6" photos which your friends and family will receive in specially-designed packages a few days later. We also offer a pay as you go plan for those seeking more flexibility.

We would love to hear your story — how has Picplum helped you stay in touch with your loved ones?