Design has the power to define and shape consumer perceptions. Trust between designers and clients strikes at the heart of all powerful creative, while a measured collaboration between product, packaging and marketing helps ensure a holistic approach to design.
Design tends to be an under-employed asset, but if used correctly it can unlock the true potential of a marketing campaign. In today’s connected landscape it’s an integral part of how we share, relate to and understand products.
We employ our I.D.E.A. methodology, calling on brands to create inspiring work based on the mantra of Insight, Design, Emotion and Advocacy. Here are the four ways that we believe design can pique consumer interest and maximise ROI.
Inisight driven design
Design can do for products what other marketing disciplines can’t. Design concepts should be insight led, pointing to what connects most to your audience. One example of how design forms a new brand direction is Carex’s Care+Plus premium hand wash range.
Carex wanted to engage with consumers looking for a premium hand wash. Consumers required a hand wash that would complement their bespoke bathroom décor, while offering the trusted anti-bacterial claims. Hark worked with Carex to create a new product that drew inspiration from exotic fragrances, such as argan oil and cocoa, and macadamia oil and vanilla. We created individual designs reminiscent of Morocco’s Moorish architecture, Sri Lankan Henna designs and Polynesian Tribal art.
Collectively, this offered greater shelf presence and a premium-looking product, reflected in its higher price tag. Highlighting the power of design within consumer rationale, the campaign led to improved sales for the brand, and uptake from hotels and boutiques across the UK.
Design that’s the right fit
Imperial Leather’s redesign of its ‘Sweets’ range shows how design can introduce a brand to a new demographic of consumer. Imperial Leather wanted to nurture a younger customer base with their fingers firmly on the pulse of social media.
The campaign’s intended audience instantly bought into the large sweetshop style imagery and fun, bright typography visuals which reminded them of their early years visiting sweetshops. An impactful, relevant design concept helped to draw out a nostalgic emotion evoked by the new packaging. The concept was a stark improvement on the old design, which had little impact on a younger audience due to its complicated and overly ornate nature.
Emotive connection between packaging and consumer
Consumer attitudes toward traditional marketing collateral have changed, which is opening the door for design to have a more defined role in marketing. Effective design can elicit a range of emotions for every demographic. Forging a connection between product and people starts with embracing the connection between a product and its packaging. Together, marketing and design must tell a story which reflects the brand’s values.
The secret is to involve designers from the get-go so they can gain a holistic idea of the project at hand. Here is a real opportunity to sit down and share ideas – to create a rapport can go a long way. Failure to do this will result in brands suffering disconnect.
Advocacy of emotionally invested consumers
When insight influences design, consumers will connect with your brand emotionally. Once emotional connection is achieved, consumers will organically spread the message of your brand. They buy into brands that are reflective of their ever-changing values. Rather than being afraid of change, brands such as Imperial Leather and Carex embrace this and are prepared to invest in new products, without losing their brand essence.
Increasingly saturated retail environments put growing pressure on brands to shine among the competition. Packaging design not only reveals the sincerity of a brand’s core values; it’s also a chance for products to stand out within seconds of drawing the customer’s gaze. Consumers aren’t just buying with their heads anymore; they’re also buying with their hearts. In the fight for shelf dominance, insightful design can be a brand’s greatest ally. This is the way to inspire change and create a new generation of brand advocates.
Source: Digital Marketing Magazine