Jeff D. Taylor

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A good, and visual, description of “how design influences quality perception, emotional product narrative and differentiates products.” wolffolinsblog: Click on the image for a high-res version. Recently, we created a little chart to help a client understand the role of design and information hierarchy in product packaging. To keep it simple, we used a milk carton. We used only three pieces of basic information: the manufacturer (Smith), the product identifier (Milk) and the milk fat content modifier (1%, 2% or Vitamin D Milk). It’s what Americans see everyday in the dairy aisle. We then explored how design decisions affect the product – the basics like information hierarchy or the use of type (e.g. a script type to emphasize “freshness”), the use of language (e.g. cheerful “Mooo Milk)”, color (to reinforce differences in fat content), illustrations (to tell a provenance story) and even form factors (e.g. glass bottles for “premium”). You can see the complete exploration on the chart, especially when you zoom in. On the bottom of the chart, there are two examples of how it all came together: ”Good, better, best” shows how design influences quality perception, emotional product narrative and differentiates products. ”Shelf Blocking” then proves the power of design to aid shopability and create shelf presence.  In the end, we were amazed what the humble milk carton taught us about the AWESOME POWER™ of design. Design affects product, and what affects the product affects sales.    (Christian Butte) 

A good, and visual, description of “how design influences quality perception, emotional product narrative and differentiates products.”

wolffolinsblog:

Click on the image for a high-res version.

Recently, we created a little chart to help a client understand the role of design and information hierarchy in product packaging.

To keep it simple, we used a milk carton.

We used only three pieces of basic information: the manufacturer (Smith), the product identifier (Milk) and the milk fat content modifier (1%, 2% or Vitamin D Milk). It’s what Americans see everyday in the dairy aisle.

We then explored how design decisions affect the product – the basics like information hierarchy or the use of type (e.g. a script type to emphasize “freshness”), the use of language (e.g. cheerful “Mooo Milk)”, color (to reinforce differences in fat content), illustrations (to tell a provenance story) and even form factors (e.g. glass bottles for “premium”). You can see the complete exploration on the chart, especially when you zoom in.

On the bottom of the chart, there are two examples of how it all came together: ”Good, better, best” shows how design influences quality perception, emotional product narrative and differentiates products. ”Shelf Blocking” then proves the power of design to aid shopability and create shelf presence. 

In the end, we were amazed what the humble milk carton taught us about the AWESOME POWER™ of design. Design affects product, and what affects the product affects sales. 

 

(Christian Butte) 

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    visual, description
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