Respect don’t revere.
Putting anyone on a pedestal is dangerous. It implies they’re better than everyone else; but they’re not.
We’re all stepping-stones for the next generation.
Don’t confuse innovation with novelty.
You may have successfully designed the latest shiny object for people to get excited about…at least until a new shiny object came out.
And that’s the reason product features are more a novelty than an innovation. They are added in an attempt to differentiate, but not reinvent.
It’s not a bad thing, but it can’t be counted on to add any long-term value.
Novelty can drive sales, but the impact does not last.
Laughter itself is a very useful behavioral reference point.
Most people can distinguish genuine laughter from artificially forced good humor if they put their mind to it.
What is tradition?
A higher authority which one obeys.
Not because it commands what is useful to us, but because it commands.
Product categories are restrictive if you use them for inclusion or exclusion only. If you instead use them as starting point to orient customers and to show differentiation you can quickly teach people why your product is different.
That way you’re taking advantage of the power of existing categories and also siphoning off the existing audience who is already thinking in that way.
So don’t start from scratch and try to create a new category…instead try to redefine a product category to take advantage of what people already know.
Industries where the packaging design is nearly identical is likely due to supplier limitations or governmental regulations or maybe that all of the ‘competing’ products are actually owned by the same parent company who find it more economical to print a universal box for all their products.
Whatever it may be, if you can differentiate your brand with package design, you should by all means.
But if your package cannot be redesigned to be distinguished from your competitors, then you’ll have to differentiate yourself in other ways.
Sometimes building a new world means tearing the old world down.
And that makes enemies.
I begin by looking at all of the packaging ever used by the brand as well as their competitors.
What colors, symbols, and shapes do they use? Why? What does it mean? Etc.
This allows me to get an overview of how the industry has defined itself, and what packaging conventions I could work on to differentiate the brand from its competitors.
Design is a profession at crossed roads. On the one hand design is seen as one of the ultimate differentiator between a company’s product and it’s competition. On the other hand, the outputs of graphic design have never been more commoditized than as they are right now.
Often the objective of an advertising campaign is to solve a marketing problem. This problem may stem from consumer’s misconception or ignorance about either the product or the service itself, or the entire product category/market that it is in.
This isn’t necessarily the consumers’ fault. It could be a problem with the way the product is being used, targeted, packaged, distributed, or even advertised. Or simply that the competitor is seen as being better.
The role of the new advertising is to solve the problem by addressing and even reversing these misunderstandings. In turn, this creates greater product and/or market awareness.