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62 p ack a ge de si g n wor k b o ok
u n l o c k i n g t h e
power of design
Six keys to success
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[
1
]
Don’t React—proact
[
2
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Connect on an
emotional level
[
3
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Don’t Settle for parity
[
4
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Focus on core values
[
5
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validate Appropriately
[
6
]
collaborate
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65
T
he keys to success described
here were developed by review-
ing numerous packaging design
programs, both triumphs and failures.
We know success can be measured many
ways, so we looked at what drove project
effectiveness in terms of both sales and
aesthetic accomplishment. All too often,
designers and their clients use different
criteria to evaluate packaging solutions.
To us, that doesn’t make sense—all par-
ticipants in the creative process should
focus on both the art and the science of
packaging to create breakthrough design.
Success Dynamics
At DuPuis, we typically present these
keys to success as general points to take
into consideration during the prelimi-
nary assessment of a packaging project.
Not addressing them early and often
are major impediments to success. We
observe that when even just one of them
is not implemented, results suffer. How-
ever, these keys are by no means the
only drivers to success. The dynamics
of any packaging program include team
interactions, product offering, subjective
interpretation, distribution channels,
budget constraints, and manufacturing
capabilities, all of which can and do
affect results.
Team Success
Great packaging fi nds its origins in a
strong and talented team. When we say
team, we are referring to both the design
professionals involved in the process and
the client. The assumption is that these
two groups will collaborate on the proj-
ect. Talent and ideas will fl ow from both
sides. Open-mindedness and mutual
respect from both groups is mandatory.
Teams must ask these questions as they
embark on the process: Are we working
well together? Are we capable of working
well together? Do we mutually respect
each other’s disciplines? Are our goals
aligned? Positive answers to these ques-
tions are vital to success. It’s why clients
so often work with agencies and design-
ers they know and with whom they are
friendly. Often, success is not simply
measured by the end product but also
by the experience along the way. As a
designer, this is your brand experience,
and, in addition to your creative skill, it’s
what you’re selling. Service, experience,
and talent are a given in this industry.
They are the ultimate keys to success.
The Six Keys to success
Package design that strikes
a meaningful chord with
the consumer and drives
increased purchase intent is
great marketing. It requires
close collaboration between
designers and clients. Success
can not happen without trust.
These six keys to success help
stack the deck in favor of
achieving greater results for
both marketers and designers.
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