Jim Cramer and Package Designing the future

hg-wells-coverBen 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.


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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One Response to Jim Cramer and Package Designing the future

  1. Elissa says:

    Well put, Richard. And interesting parallel!

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