Companies often have designs for their product and brand that they have had for years and even decades. When this happens, it is evidence that a company is taking for granted that effective designs from the past could be as effective today. This is a very risky way of thinking about what can be the "crown jewels" of your product, especially if it is a consumer product sitting on retail shelves.
Here is a checklist of factors that you want to use to evaluate how good your current designs are.
Here is a checklist of factors that you want to use to evaluate how good your current designs are.
How long has it been since you have updated or made major improvements in your designs? If it is more than three years, it can be a potentially serious concern.
What have competitors done with their package design in the last several years? If they have updated it and you have not, the concern becomes even more serious.
Is your current package design communicating the essence of your product and competitive advantages? If not, then it is not doing a good job of selling your product.
How do consumers rank your product as compared to your primary competitors? This can be determined easily and at a low cost via online customer research. You want to be tuned into the overall ranking as well as internal rankings on quality and effectiveness.
Graphic design can be a capability that consistently delivers competitive advantages versus all of your competition. You utilize the learnings from the checklist above to assess where you are today. You then build on these understandings with where you want to go in the future and how you can establish enduring competitive advantages. Be sure to choose a graphic design company that appreciates opportunity to use package design as a path to creating competitive advantages. Just as you use research to evaluate the past, you will want to use similar research to determine if your new designs actually do create competitive advantages versus some or all of your competition.
What have competitors done with their package design in the last several years? If they have updated it and you have not, the concern becomes even more serious.
Is your current package design communicating the essence of your product and competitive advantages? If not, then it is not doing a good job of selling your product.
How do consumers rank your product as compared to your primary competitors? This can be determined easily and at a low cost via online customer research. You want to be tuned into the overall ranking as well as internal rankings on quality and effectiveness.
Graphic design can be a capability that consistently delivers competitive advantages versus all of your competition. You utilize the learnings from the checklist above to assess where you are today. You then build on these understandings with where you want to go in the future and how you can establish enduring competitive advantages. Be sure to choose a graphic design company that appreciates opportunity to use package design as a path to creating competitive advantages. Just as you use research to evaluate the past, you will want to use similar research to determine if your new designs actually do create competitive advantages versus some or all of your competition.
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