Motivating Consumer Choice
Effective product and packaging design is a combination of art, mechanics and social science, all with the end goal of meeting a consumer need, or presenting the opportunity to meet a desire the consumer didn’t know existed until seeing your product.
Design as a process of rationalised constraint, must account for the hard sciences of production processes, regulatory compliance, point of sale requirements, and after all that, the designer must use what space remains as a canvas to project a powerful message that inspires the consumer to reach out and select your product.
Then the next step of design by rationalized constraint begins. The actions of the consumer, channel, and retailers are informed by their perceptions. Understanding those perspectives informs the characteristics of the brand that need to be brought forward in the design. This is the art of brand communication. The clearer the message, the more likely it is…
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