Co-creation publication from a research and design agency perspective
Pack DESIGN THINKING: the role of packaging, re-design, purpose-driven developments and 2 best cases.
Dr. Robert Kecskes, Consumer Panel Services GfK and I thought and wrote together for the special edition of Lebensmittel Zeitung published on the subject of packaging design.
A Co-Creation of our two perspectives: Robert from the GfK research perspective and my design agency perspective.
Two, mutually reinforcing reflections, with the following Insights:
👉 The design as the "clothing" of the product always makes the first, essential IMPRESSION, which either generates ATTENTION and SYMPATHY or is overlooked.
👉 Without EMOTIONS in the communication, our amygdala in the brain does not light up and we do not react "correctly" to the design.
👉 2 BEST CASES show how it can work: Gustavo Gusto as an emotional growth driver for the premium pizza market, Oatly as a talkative rebel shaking up the dairy market.
👉 SUSTAINABILITY in packaging is becoming increasingly important on a functional level. Will consumers continue to pay a higher price for it in the future?
👉 The balance between EVOLUTION and REVOLUTION in the redesign process is a challenging brand issue.
How far can you push a brand into further development without jeopardising its CODES and RECOGNITION?
👉 But if the FUNCTIONAL aspects of the product are not convincing, even in a strong design, there will be no repurchase.
In this respect, all aspects must work together for the redesign to be a lasting success.
It was a pleasure and an honour to write and publish together with Robert. The exchange is always very fruitful when market data from research underpins, proves or challenges the (often emotional) aspects of the design process.
And when it's so much fun on a human level, my amygdala lights up too.
Many thanks to you, dear Robert, and to Lebensmittel Zeitung, Horst Wenzel.
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#brandintegritycreator #integritydesignhamburg#brandtransformation #strategischeMarkenführung #Redesign #Verpackungsdesign
LinkedIn Post: 19.04.2024 by Christina Rüter