A book from from an industry veteran on the principles of jewelry display, image, layout and planning. Author Larry B. Johnson takes you through every facet of creating and maintaining effective jewelry ...
Does this project scenario sound familiar? A design brief arrives in your e-mail in-box with a two-week deadline for first-round design submissions. The brief outlines a winning product concept, there 's a line that broadly identifies the target consumer, and the rest of the one-page document is dedicated to a lengthy "priority of communication" list along with six or seven design requirements that the brand holds sacred. The timeline is asking for design concepts in one week, and —following multiple rounds of client reviews—there is a tentative date for consumer focus groups.
Welcome to the world of drive-through package design, where getting a project done quickly often takes priority over getting it done right and narrowing the field of design options to the safest bet for consumer review is the key to keeping things moving forward quickly and easily. It 's a standardized, predictable process that results in a "safe design" that generally satisfies the client and design agency. The client "likes" it; consumers "like" it. Everyone is happy. Right?
I say: "No." When we take a strictly brand-centric approach to package design, we all lose. The designers are disappointed that the "best" design never made it to research and the consumer is neither alienated nor delighted. Great package designs that break through the clutter and resonate with their target will never result from this approach.
As strategic designers, we need to challenge ourselves and our clients to set aside the detailed brief, mandatory checklists, and day planners, and take the time to ask: "Are we really willing to do what it takes to get our consumer to buy our brand?" If the answer is yes, then we have all taken the first step toward package design success. A good way to start is by answering these questions: 1) What are we really trying to communicate with this product? 2) Who are we trying to communicate it to?
The answer to the first question should be brief, concise, and direct. One sentence should suffice. The answer to the second should be full of detail, insights and imagery that are rich enough to inspire the designers to create something customized for the end user. How do we get there? At Interbrand, we rely on two techniques to bring the end user to life: Shopper Insights and Design Insights.
Defining shopper insights
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