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Packaging Design Solutions:
“I don’t know why, but I just don’t like it”
The one unsubstantiated phrase senior managers use to drive marketers crazy - and how you can avoid it.
This is a problem that is often encountered in both small and large organizations, so you are not alone.
A senior person who is making decisions based on his/her personal preferences may view package design solutions as decorative rather than strategic. The "I don't like it" phrase in this context becomes a valid way to impede further development. In many situations these people are not included in the product package design process until the last moment when marketing teams are looking for senior executive approval.
Express your design decisions based on strategic thinking and by using strategic language.
Often people will revert to simplistic arguments such as "but everyone likes the blue", or "we've always used yellow". This is easy to do because we react to visual images and colors emotionally.
Use research to verify and backup your strategic design decisions.
Sometimes analytical people don't like to make decisions in areas they have no expertise in, and feel threatened when asked to explain their reasoning. Present them with real-world analysis and research that supports your view.
Including someone in the design process, as opposed to presenting them with a final, can help alleviate this type of situation.
Before starting the product package design process, have an informal meeting and start with a blank page, asking them what they expect to see. When they feel they are making a contribution and feeling part of the process they will feel less threatened and more open to changes and other decisions.
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©Copyright 2010 Big City Graphics, Inc. a Product Packaging Design Agency
About the Author: Tim Robertson RGD represents several of Canada's most distinguished design firms. With over 20 years experience in branding and packaging design, he has been featured in Direct Magazine, the Design Management Review, and the Summit Awards.
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The five second
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The idea that colors have intrinsic and timeless ‘meanings’ is mistaken. Advanced research in the domain of product marketing indicates that shoppers do not identify particular colors with particular abstract concepts (e.g. the color red with the concepts ‘hot’ or ‘fire’). Rather, the ‘meaning’ of particular colors hinges entirely on the context in which the colors are being used. more>
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