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Ensuring your pack designs work

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

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  1. Ensuring your pack designs work CHRIS HALTON - JKR

  2. 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?

  3. ‘A nice piece for my portfolio’

  4. Principles of successful design

  5. To choose quickly, happily and confidently All consumers actually want

  6. Although marketing is always rightly focused on the consumer, the best design projects the brand first The fundamental principle

  7. Successful innovation - idea, product or execution?

  8. Expressing something about the brand

  9. Differentiation is key - we’re all exploring the same territory Convenience Health Indulgence

  10. Word of mouth is the new advertising Brands with a cause can turn passive indifference into active engagement

  11. The Brand First principle Although npd is always focused on the consumer, the best design projects the brand first

  12. Strategy means understanding the implications of the choices we make Design informs inspires Strategy

  13. Inspire or inform?

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