Nov 22

Why design is important

Posted by Packaging Sense in Design | Uncategorized

In the world of FMCG (fast moving consumer goods) companies some succeed, some fail and some make an impact on society. This impact is mostly due to a perfect match between the actual product and the way it is designed, packed and sold. In order to optimize packaging, product appearance as well as point-of-sale, advertising and further media, DESIGN is today a must. To make a long story short, here are 10 reasons why design has to be taken more seriously in FMCG companies:

1. Great design sells more!
A great design makes a product more attractive through aesthetics as well as functionality, durability, efficiency, ergonomics, etc. Furthermore, great design is economy as that is what efficiency is all about, not necessarily cheaper, but what the British call ‘value for money’. The product can therefore have an image of high value as Apple or  right value as IKEA. Steve Jobs said: “Design is not only what it looks like, it is how it works”.

2. Great design is innovative
It does not copy existing products, but improves upon what is already existing. Karim Rashid, one of today’s most productive designers said: “people see the past, artists see the present, but designers see the future”. Judgement is concerned with what is. Design, however, is concerned with what could be.

3. Great design is honest
Great design is always transparent, easily understood and not cheating or hiding defects or weaknesses. An honestly designed product does not claim features it does not have.

4. Great design is emotional
We like to be rational and logical as it is easier to test, but great design is more of an emotional business as it incorporates values that have to do with feelings, liking, preference.

5. Great design is as little design as possible
If something looks ‘too designed’ it immediately communicates costs which is ok if the target audience is willing to spend the money (e.g. Bang & Olufsen, Cognac, etc.), but which to most people is seen as something extra they are not willing to pay for.

6. Great design is concerned with the environment
Great design doesn’t use more energy than necessary, uses as little raw material as possible, can be recycled, etc. In other words, great design is not waste.

7.” Great design, as music, helps people to get a smile on their faces”
(Claude Nobs, Montreux Jazz Festival)
Yes, great design makes us happy, makes us see positively; whenever we have to go out of ‘standard routine’ we need design.

8. Great design is neither style nor fashion
Yes, design is related to style, fashion and taste, but distinct from one another. DESIGN is the planning and execution of man-made things; STYLE is what things look like; FASHION is the change of style with the time; TASTE is how we interpret design, style and fashion.

9. Great design is consistent to the last detail
Thoroughness and accurancy is part of great design. I don’t know who coined the words “God is in the details”, but that is what design is all about… perfection.

10. Great design is longterm investment
Marty Neumeier, I believe, said it best when quoting “Design drives innovation, innovation powers brand, brand builds loyalty and loyalty sustains profits. If you await longterm profits, start with design”.

Design… go for it!

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