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Introducing jones knowles ritchie What designers want The principles and practice of successful packaging design Successful innovation - the idea or the execution? Where should we place the attention and interest in the design? Inspiration or information?
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Ensuring your pack designs workCHRIS HALTON - JKR
Introducing jones knowles ritchie
• What designers want• The principles and practice of successful packaging design
• Successful innovation - the idea or the execution?
• Where should we place the attention and interest in the design?
• Inspiration or information?
‘A nice piece for my portfolio’
Principles of successful design
To choose quickly, happily and confidently
All consumers actually want
Although marketing is always rightly focused on the consumer, the best design projects the brand first
The fundamental principle
Successful innovation - idea, product or
execution?
Expressing something about the brand
Differentiation is key - we’re all exploring the same territory
Convenience
HealthIndulgence
Word of mouth is the new advertising
Brands with a cause can turn passive indifference into
active engagement
The Brand First principle
Although npd is always focused on the consumer, the best design projects the brand first
Strategy means understanding the implications of the choices we make
Design
Strategy
informs inspires
Inspire or inform?