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Tucker Creative, a leading design and strategic marketing agency, resumes the second edition in a series of discussions about the role and purpose of design in modern drinks labeling and packaging.
Managing and creative director Jody Tucker explains: “In the first issue, we discussed how one of the roles of design was to be ‘remarkable’: in a very literal sense, to be interesting enough to be worthy of making a remark.
“The goal is to ‘interrupt’ your customer long enough to be noticed, and as today’s market place has proliferated with brand options, this has been an increasingly important and desired effect.
“But we should not sell design short: its role is not just how the product is dressed, and what level of shelf appeal it can command – this would be the equivalent of concluding a debate merely by ceding to the loudest voice – but it should also reflect the intent of your brand.
When you get to scale, design is effectively ’free’; so ‘smart design’ should be the centre of your product development investment, not just the focus of your marketing spend.”
“Design should not just attract attention, it must invite further exploration and engagement. It should reveal more about the product truth than the brand livery alone, and it should suggest how that product can go beyond being just fit-for-purpose.
“Today’s consumer world is best be described as a series of ‘smart environments’ – the idea that ubiquitous computing creates a world that is richly and invisibly interwoven with displays, sensors, and actuators, all embedded in the everyday objects of our lives, and all connected through a continuous network. Smart design needs to be able to connect consumers with this heightened sense of possibility, and to do so in a way that delivers this connection as the unique benefit of that particular brand.
Tucker concludes with a compelling economic truth about the role of ‘smart design’: “The ultimate deliverable of smart design is not ‘look’, but ‘purpose’: it is how and why a brand is intrinsically different to, and better than, its competitor set.
“And as we concluded in the first issue, when you get to scale, design is effectively ’free’; so ‘smart design’ should be the centre of your product development investment, not just the focus of your marketing spend.”
Read the first installment of the role & purpose of design in modern drinks labeling and packaging HERE.
For further details visit www.tuckercreative.com.au
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