Ensuring your pack designs work CHRIS HALTON - JKR.
-
Upload
derick-robert-merritt -
Category
Documents
-
view
220 -
download
0
description
Transcript of Ensuring your pack designs work CHRIS HALTON - JKR.
![Page 1: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/1.jpg)
![Page 2: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/2.jpg)
Ensuring your pack designs workCHRIS HALTON - JKR
![Page 3: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/3.jpg)
Introducing jones knowles ritchie
• What designers want• The principles and practice of successful packaging design
• Successful innovation - the idea or the execution?
• Where should we place the attention and interest in the design?
• Inspiration or information?
![Page 4: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/4.jpg)
‘A nice piece for my portfolio’
![Page 5: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/5.jpg)
Principles of successful design
![Page 6: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/6.jpg)
![Page 7: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/7.jpg)
![Page 8: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/8.jpg)
![Page 9: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/9.jpg)
![Page 10: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/10.jpg)
To choose quickly, happily and confidently
All consumers actually want
![Page 11: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/11.jpg)
![Page 12: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/12.jpg)
![Page 13: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/13.jpg)
Although marketing is always rightly focused on the consumer, the best design projects the brand first
The fundamental principle
![Page 14: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/14.jpg)
![Page 15: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/15.jpg)
![Page 16: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/16.jpg)
![Page 17: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/17.jpg)
![Page 18: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/18.jpg)
![Page 19: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/19.jpg)
![Page 20: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/20.jpg)
![Page 21: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/21.jpg)
Successful innovation - idea, product or
execution?
![Page 22: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/22.jpg)
![Page 23: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/23.jpg)
![Page 24: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/24.jpg)
![Page 25: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/25.jpg)
![Page 26: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/26.jpg)
![Page 27: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/27.jpg)
![Page 28: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/28.jpg)
![Page 29: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/29.jpg)
![Page 30: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/30.jpg)
Expressing something about the brand
![Page 31: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/31.jpg)
Differentiation is key - we’re all exploring the same territory
Convenience
HealthIndulgence
![Page 32: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/32.jpg)
Word of mouth is the new advertising
Brands with a cause can turn passive indifference into
active engagement
![Page 33: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/33.jpg)
![Page 34: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/34.jpg)
![Page 35: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/35.jpg)
![Page 36: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/36.jpg)
![Page 37: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/37.jpg)
The Brand First principle
Although npd is always focused on the consumer, the best design projects the brand first
![Page 38: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/38.jpg)
![Page 39: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/39.jpg)
Strategy means understanding the implications of the choices we make
Design
Strategy
informs inspires
![Page 40: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/40.jpg)
![Page 41: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/41.jpg)
![Page 42: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/42.jpg)
![Page 43: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/43.jpg)
Inspire or inform?
![Page 44: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/44.jpg)
![Page 45: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/45.jpg)
![Page 46: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/46.jpg)
![Page 47: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/47.jpg)
![Page 48: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/48.jpg)
![Page 49: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/49.jpg)
![Page 50: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/50.jpg)
![Page 51: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/51.jpg)
![Page 52: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/52.jpg)
![Page 53: Ensuring your pack designs work CHRIS HALTON - JKR.](https://reader035.fdocuments.us/reader035/viewer/2022062401/5a4d1af87f8b9ab0599826d4/html5/thumbnails/53.jpg)