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Ensuring your pack designs work. CHRIS 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?
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Ensuring your pack designs work CHRIS 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?
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
Differentiation is key - we’re all exploring the same territory Convenience Health Indulgence
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 informs inspires Strategy