Innovation is our salvation

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Ensuring your pack designs work
CHRIS HALTON - JKR
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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?

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A nice piece for my portfolio
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Principles of successful design
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All consumers actually want

• To choose quickly, happily and confidently

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The fundamental principle

• Although marketing is always rightly focused on
  the consumer, the best design projects the brand
  first

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Successful innovation - idea, product or
execution?
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Expressing something about the brand
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Differentiation is key - were all exploring the
same territory
Convenience
Health
Indulgence
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Word of mouth is the new advertising
Brands with a cause can turn passive indifference
into active engagement
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The Brand First principle
Although npd is always focused on the consumer,
the best design projects the brand first
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Strategy means understanding the implications of
the choices we make
Design
informs
inspires
Strategy
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Inspire or inform?
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