A few days ago Seth Godin wrote an interesting post about design. He basically said that most companies put little or no thought into design in which case design has no impact or sometimes actually a negative impact on the company. There are some companies who think hard about design and produce a positive return. Then there are those companies where good design is woven into the fabric of the company and their products. These are the companies that are most likely the leaders in their industry and getting an excellent return on their investment in design. Godin gives the example of a Porsche sports car. The company that comes to my mind is Method Products, the maker of natural cleaning products. Adam Lowry and Eric Ryan started Method with great package design as one of the primary drivers of the company. In the cleaning products industry no one had done that before and they became very successful. Of course, you can't rely on design alone, Method Products are also high quality and good for the environment, but what really makes them stand out on the supermarket shelf is their beautiful design. Now, you probably can't afford to spend millions of dollars on package design as Method has done. But at least you can give design the attention it deserves. Here at Lightning Labels we see hundreds of product label designs every day. Just by glancing at the label we can tell the difference between those people who focus on design and those people where design is just an afterthought. Today it is not good enough to just have a great product, people expect that now. In order to get consumers to change their behavior you need to be able to stand out from your competition. And the best way to do that is through great package design.
The Power of Great Design
This entry was posted on March 13, 2009.