Kaitlyn Miller: Consumer Package Designer
Kaitlyn Miller
Kaitlyn Miller is a graphic designer who specializes in consumer package design at 3TC located in Covington. Kentucky. She is a University of Cincinnati DAAP graduate and she has had the privilege to work multiple semesters for a variety of different companies, including LPK and Messer Construction. Projects she has worked on in the past vary from developing packaging solutions for Always Discreet to designing an app with testing a child's developmental growth.
What is the biggest effect COVID-19 has had on you, as a designer?
As a designer, COVID-19 has generated a lot of challenges in the consumer packaging design world. I have been very privileged to have worked normally through the pandemic but it did cause some major headaches. Longer production schedules, budget cuts and added safety restrictions at grocery stores have affected a majority of our projects of the last year. We’ve had to be agile and adjust designs and schedules to fit with the constant evolving times.
What is the biggest effect COVID-19 has had on you, that doesn’t relate to you as a designer?
Outside of design, COVID-19 has impacted my overall thinking and daily mindset. The pandemic brought out many of my fears and anxieties about the state of the world and the future. It also caused a lot of self-reflection about my wants, needs and goals. All this thought resulted in making some life changing decisions while also trying to find joy in each day and not to take life too seriously.
Southern Tier Cider
Kaitlyn worked on the packaging for Southern Tier Cider during Covid-19 and pictured above is the packaging she came up with and that is currently available. Visit their website here.
If and when, we go back to normal, do think things will change within the design world?
A lot of the focus in the design world in the past few years has focused on a narrative of sustainability. COVID-19 has increased e-commerce sales as well as expanded the consumer’s focus to be more concerned about safety and hygiene. Designers will have to help steer creative as well as their clients’ narratives to address consumer’s heightened awareness of germs, through visuals, violators and material selection.
As a working professional, has COVID-19 changed anything in your specific area of design?
At my agency, we work primarily work with food companies to help create and update their brand identity, brand strategy and packaging. COVID-19 has helped increase sales at a majority of our client companies due to consumers purchasing more products to cook more at home. Many of these companies have started to look at updating their packaging to help increase their brand’s impact at the point of purchase. This includes adding more communication about the products benefit with the lack of in-store demonstrations and food samples. The need to stay relevant and unique with product expansion or innovation that required our assistance to design packaging and identity.
Did COVID-19 differ your perspective at all, as a practicing creative?
As a designer, collaboration is a large and constant part of our daily routine. Many designers, including myself, had to quickly adjust our routine practices when transitioning to a work-from-home environment. Technological advances have created many platforms that allow designers to work closely with other creatives remotely. Although, I prefer to work in a studio environment, I found myself adapting well to working from home away from other creatives.
Souther Tier Cider
Another image of the packaging
Has your work flow or the way your create changed with COVID-19?
COVID-19 has impacted not only the way we collaborate but also required us to be more proactive with our projects and timelines. Most suppliers’ production times at least doubled to allow for safe working environments for their employees. Due to this increase, our timelines have required us to work faster and smarter in the way that we prepare our files. We are incorporating more design strategy and forward-thinking into my early design rounds that help save time during the product’s final art production.
Has COVID-19 opened you up to other artistic practices or hobbies, other than design, like it has for others?
My hobbies and creative practices outside of design have definitely broadened during the pandemic. I find myself particularly more interested in hobbies that require hands-on engagement or use of multiple senses like baking, gardening, painting or canning vegetables. These help to keep me to pass time while still keeping my mind engaged.
Has COVID-19 helped you or hurt you as a designer? Explain.
Although this pandemic has had many downsides and complications, I personally think it has strengthened my skills as a designer. I have been pushing myself in my creative exploration, to use different design aesthetics and style choices while utilizing more forward and strategic thinking. In addition, I have also discovered that my time management and project management skills have increased.
What is something positive that you can say about this journey of COVID-19? Related to design, or not.
For me, one benefit of COVID-19 pandemic is that I was forced to slow down, and take more time for myself and to nurture my close relationships. It was a nice change of pace and allowed me to be more appreciative of the world around me.
If you have one piece of advice for any struggling designers or artists during this time, what would it be?
I would tell any artist or designer struggling right now to never stop creating. This past year has been physically and emotionally draining to navigate for everyone. Some days you may feel unmotivated or uninspired but those are the days when you need to create and explore. Not everything you create will be a work of art. When you push yourself in those times, it can spark inspiration that can lead you to a winning piece