Written by Andrew Holliday | April 10, 2017
Believe it or not, that’s what’s going through every customer’s head who sees your product on the shelf.
I’ve got a lot of choices (no matter what product category). To earn my purchase, you’ve got to make a connection.
This is the purpose of design.
Design is like a megaphone-wielding supermodel standing beside your product calling to each customer.
Following the standard practices of the industry and just doing what everyone else does is silly. How are you possibly going to stand out on the shelf? If you can’t stand out, you’re left to compete on price.
Don’t settle for the standard when you can design something remarkable. Maybe it’s a completely new type of packaging, maybe it’s a drastically different tone and graphical approach on your packaging, or maybe it’s even a change to your product design. There’s an opportunity in every category to do something surprising.
I know it’s difficult to go against what everyone else in the industry is doing. It takes guts to knowingly avoid “best practices” and explore “new practices.”
BUT, there’s a reason that reward comes with risk. People remember the bold. Customers gravitate to design that makes a statement.
Design allows you to make an emotional connection with customers and compete beyond price. Investing in an exceptional brand and design strategy today will be one investment that continually shows return.
