For my artifact in the Riggatti's design campaign, I designed the pizza box.
Our communicative objectives all dealt with attracting a younger audience through color, excitement, and creativity so I tried to capture those feelings in the box. I also tried to stay consistent with the rest of our campaign by using the same colors and fonts but also by focusing on the brick oven. The Gestalt Law of Similarity ties my pizza box to the logo which is found throughout the whole rest of the campaign. Also, the Law of Closure is found in the box design. By placing a pizza inside the box, it would appear as if the pizza is still in the oven being cooked by the flames spreading out from underneath it. This, combined with the view out from the oven in the lid, gives the feeling that the customer is in the oven with the pizza. The outside of the box is basically a rendering of the Riggatti's logo with the oven and flame which, again, ties the box in with the rest of the campaign.
