Ensuring your pack designs work

2. Ensuring your pack designs work CHRIS HALTON - JKR

3. 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?

4. ‘A nice piece for my portfolio’

5. Principles of successful design

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

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

21. Successful innovation - idea, product or execution?

30. Expressing something about the brand

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

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

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

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

43. Inspire or inform?