Ben Stein wrote an interesting piece in the Sunday New York Times business section about the Jon Stewart and Jim Cramer death match that occurred recently on The Daily Show. The one where Stewart attacked Cramer for “failing to anticipate events and inform his audience about those events.”
Stein goes on to say “Humans can’t consistently pick the right stocks or call markets, foretell political or geopolitical events or successfully predict changes in interest rates or commodity prices.” Yet as we know, in all forms of media, there are spundits in government, the media, the financial services industry, and elsewhere that are filled with advice on all manner of future events. All of which is, at best, informed guesswork.
Package design is different. We not only predict the future, we help create it! It struck me that our clients are always asking us to do nothing less, and we do it every day. The best of us use informed judgement, intuitive skill, experience, and talent to create a successful future for the brands we touch.
The difference perhaps is that pundits run into trouble when the future they sell in the here and now doesn’t happen. Package designers run into trouble when the here and now they create for the future doesn’t sell.