In most people’s vocabularies, design means veneer. It’s interior decorating. It’s the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.
THE WRONG SEQUENCE
Some companies place package design as something that comes later, after all the R&D and product development.
But why would one do such a thing when it’s often the first thing a customer encounters either on a shelf or online or when they get home to unwrap “their reward” they gave to themselves?
As the late Steve Jobs stated above, design is so much more than the veneer. Brands that crush it know that.
It gives meaning and dimension to what a brand believes and stands for.
THE HIERARCHY OF A LABEL
I’ve done my share of package design, from Botanical Bakery to Glob Colors to Undew skin care to water.
So much of a brand is SEQUENCE.
· What do you want them to read first?
· What’s important?
· What’s trivial?
· Does the design support all of that?
· Does it engage the customer?
Written By: David Brier