Dee Dee’s Dieline Discussion on Co-Creation

Just back from the Dieline Conference, and again amazed at what Andrew Gibbs has accomplished in a few short years. The number one global package design resource with 3.5 million hits a month! Yikes!

On Sunday Dee Dee Gordon, President of Innovation at Sterling Brands, gave an interesting talk about the work she is doing with the consumer. She called it “Breaking Down Walls: Co-Creation with Consumers”. Her tool is a global consumer panel called the Callaboratory.

And just for the Dieline audience she polled her group and asked them what they thought were current trend influencers of package design around the world. Here are their 7 top issues.

  1. Excess is Out
    Consumers are looking for understated simplicity, want the product not package to shine, and feel comfortable with a clean minimalist approach to structure.
  2. Going Global
    Design influences are coming from all cultures, both traditional and new hybrid mixes of new and old from all over the world
  3. Hand Crafted
    Consumers are looking for the small indulgences that are implied with packaging and brands that take the time to present carefully crafted packages.
  4. Haptic Packages
    We are talking texture, surface details, raw papers, letter press printing, stickers, embossed glass, and the surface details and contrast between the package and product.
  5. More Than Green
    The package materials need to be more than environmentally responsible, the brand itself needs to stand for something and be making a proactive difference.
  6. Beauty
    The package is playing a larger role in the home environment, out on display in the bath or bedroom, not hidden in the cabinet or thrown away. It therefore must be a considered part of a person’s life.
  7. Everything is Mobile
    Its not just about the home anymore. Streamlined, with portable options, packaging must support the active lifestyle of many consumers.

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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