Ensuring your pack designs workCHRIS 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?

• Inspiration or information?

‘A nice piece for my portfolio’

Principles of successful design

To choose quickly, happily and confidently

All consumers actually want

Although marketing is always rightly focused on the consumer, the best design projects the brand first

The fundamental principle

Successful innovation - idea, product or

execution?

Expressing something about the brand

Differentiation is key - we’re all exploring the same territory

Convenience

HealthIndulgence

Word of mouth is the new advertising

Brands with a cause can turn passive indifference into

active engagement

The Brand First principle

Although npd is always focused on the consumer, the best design projects the brand first

Strategy means understanding the implications of the choices we make

Design

Strategy

informs inspires

Inspire or inform?