- Don’t rush the research process – the stakes are high and the risks too great.
- Set clear benchmarks for success – and stick to them irrespective of the results.
- New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
- Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design. Continue reading
It starts in the parking lot.
Always crowded. Always sprinkled with rogue grocery carts waiting to make their getaway, wheels dangerously pointing towards my car. A defective cart with a seized wheel is always waiting for me and it’s starting to feel personal. As I walk away, I say a prayer to the patron saint of cars (yes, there is one!)