Key Points about the Design Process
- Understand the long-term strategic objectives for a product or brand.
- Analyze the product and category characteristics.
- Paint a picture of the strategic objectives in the marketing brief.
- Involve all the stakeholders.
- Manage time appropriately.
- Ask pertinent questions up front.
- Follow a sequential design process.
- Establish visual hierarchy.
- Consider sustainable packaging options.
- Keep the consumer in mind at all times.
- Assess how the potential design solutions communicate in the retail environment.
- Be able to define, defend, and provide a rationale for design concepts.
- Present flawless comps.
- Plan for production.
- Check and double-check production files for accuracy.
1 Elizabeth G. Miller and Barbara E. Kahn, “Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice,” Journal of Consumer Research 32, no. 1 (2005): 86–92.
2 Case study text provided by Amore
3 Malcolm Gladwell, Blink: The Power of Thinking without Thinking (New York: Little, Brown, 2005).
4 Jonathan Asher. executive vice president at Perception Research Services (PRS).