Competition is gaining predominance in international markets; both the manufacturers and the exporters have realized the importance of design and the creation of a brand name. Do you think that package design will experience a revival in Turkey, who is fully prepared to gain a bigger share in the foreign markets?
We have hardly showed any signs of life in the branch of package design; therefore, it is rather early to mention a “revival” literally. Let us hope that we will accomplish the signs of life; for, we do not have much choice. Today, the manufacturers are urged to compete not only in foreign markets, but also in the domestic markets against the products of the industrialized countries. In the supermarket shelves, a great variety of imported products stand side by side with the domestic ones. Obviously, as designers, we are competing with the package designers of such countries. For, what the consumers see when the look at the shelves for a given product, is primarily the packages, the “outfit” of the product, rather than the contents of the product. Especially for the products that are not advertised in the mass media, the only means of communication of that product with the consumers, is its package. On the other hand; the environment of economic crises, which has become a chronic symptom for the Turkish economy,  is compelling the manufacturers to gain recognition in the foreign markets.  This implies that the domestic products and their packages are obliged to accomplish a more competitive edge.

As an educator, do you think that graphic design education is at an adequate level in Turkey? Can a student, who is ready to devote his or her life to package designing (if such a student exists, of course) acquire adequate educational background to create designs that possess the required power and originality to compete in the international markets?
I must confess that in Turkey, there are some good schools and good teachers who are working hard to offer a good education to their students. However, the resources required to establish a sound education system in the area of package design, are limited and are becoming even scarcer. Again, a great number of talented young designers graduate from such schools every year.  These graduates are energetic young men and women who have fully understood the language (semiology) of the modern times and who are enthusiastic about creating high quality work.  If the market can correctly utilize their energies and skills; if the market rules do not impose strict rules and patterns on these young people; we may find a greater number of packages with intelligent designs on the market shelves. Now, coming back to the first part of your question, I would like to assert that I will retire from teaching the day on which I find graphic design education in Turkey at a satisfactory level. 

Does the Customer Have a Share in the Success of a Package Design?Design is something that comes into existence as the result of cooperation between the designer and his customer. If both sides know their work well –in other words, if they are fully aware about what they should do; how they should do it, and what to avoid— the result will definitely be satisfactory. If, on the other hand, the designer and his/her customer do not exactly know what they should be doing; they will do things that they should not be doing, and will interfere into each other’s work.  Well, since the interrupted party is not sure of his or her knowledge, he or she will not be capable of showing any resistance. If the designer is a young person, even if he is certain about his knowledge, he may be discouraged to object to the demands of the customer, due to his lack of experience. The rule here is: Do not change the original design; if you find it inadequate –or in other words, if he does not object against your demand regarding the modification of the original design; then, change the designer. In other words; a successful designer will impose certain preconditions. He or she will set forth certain prerequisites regarding the design of the package. As a matter of fact, there are prerequisites not only for the success of packaging designs, but on the whole, for the success of any design for that matter. Mainly, there are four prerequisites: Adequate knowledge, adequate time, adequate budget and adequate freedom.  If you wish, I can elaborate further on these prerequisites:

1.  The graphic artist (designer) must have full knowledge about the product before he starts the design work  In other words, the graphic artist should be fully informed about the characteristics of the product, its strengths and weaknesses, the competitors in the market, the target consumers, the price of the product; in short, the designer must know what it is that will motivate the consumer to purchase our product and not the other product on the shelf; so that he can decide upon the correct message that should be conveyed through the package design of that product.

2.  The time that you will need for the shaping of a given design in your mind, the elaboration of the details, for the performance of the required research, the placing of orders for complementary studies such as photography or illustrations, the finalization and controlling of the design, is set from the beginning. In order to ensure that you complete the required work period to this deadline, you will be obliged to relinquish from some of the works required to be performed; or to put it roughly, you will have to ‘inflate’ the work to some extent. 

3.  The budget for the work will again affect the quality of the services. Budget is something that will make you determine whether a package design should be completed within three hours, or three weeks. Obviously, this will affect the quality of the services. 

4.  You cannot develop designs unless you are original.  The freedom to create designs does not mean that you can apply the colors and the forms that you wish to apply, at any time, in whatever way you wish to insert.  The design work is already limited by countless factors that are necessitated by the design work.  These limits remain confined within the scope of the data provided by the customer in connection with the work.  And the designer is obliged to create an original work, through conforming with the same limits that are already imposed on his competitors.  If you add further limits to your work,  it will be impossible for you to create an original work. What you should know here is this: No designer can realize the exact image that the customer has in mind Dreaming is the work of the designer; and the designer can only create what he has imagined in his mind If you want to achieve full efficiency from the designer, you must provide the designers with the required conditions. No more, and definitely,  no less.

Do the Turkish designers have a specific design identity? We can identify the nationality of a designer, say from Italy, Germany or Japan at the first look. What do you think is necessary to ensure the recognition of a “Turkish designer” in the international markets? Should such an identity be asserted in the creation of a “Turkish Image” for the known products?
In order to assert a Turkish identity in package designs, the Turkish designers should derive their references from their own cultures. Whereas, for the last 20 years, the Turkish society is trying to alienate itself from its authentic culture. And, we are creating designs for this society. The fact is that, practically all our references are derived from Western countries. In a country that uses the term “a la Turca” is a derogatory sense, where the term “popcorn” lacks a Turkish equivalent, it is extremely difficult to assert an original design identity, and to convince the society to accept and adopt this identity. First of all, we must decide on our national identity and we must feel satisfied with this identity.  If you do not possess an authentic identity, it is hardly possible to sell your products in the international markets.  Therefore, we word a word to say to the outside world.  If all you can do is to repeat what the Westerners have been saying for years, no one will listen to you and your place in the world markets will not accomplish any progress other than toll manufacturers.

Source: www.turkishtime.org