Does Good Design Matter Anymore?

By: Debbie Barnett, Founder & President, Barnett Design, Inc.
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Let’s face it—prices are skyrocketing all around, with food prices hitting especially hard. Something’s gotta give. Do we really care what’s printed on the outside of that box of pasta, or what the label on that can of corn looks like? Or are we simply going to look at pricing and purchase the cheapest product in the category?

The straight up answer is yes and no, and no and yes. Good design matters as much as it ever did, as long as we understand what good design really means. Communicating the essence of a brand and standing out in an authentically unique and appropriate way is only part of what good design is all about. At least as important — especially in a market such as our current one — is clearly representing the value of what is inside that box, can, bottle or pouch. It’s an opportunity to show the consumer the “why”. Why YOUR product. From the obvious statements of benefit to the more subtle nuances of good design, consumers want to feel good about their purchasing decisions. Consumers want value and reassurance. And the satisfaction of a purchasing decision should continue when the consumer gets your product home and uses it. Good, ethical design truthfully represents the product. After all, our goal is repeat customers. The quality of your package design can affect consumer confidence about the quality of the product inside that package. 

Another critical element of good design is properly meeting mandatory requirements. Clear, legal display of mandatory information, such as nutrition facts, net weight, bar code, and distribution clause, serves two purposes: First, consumers can easily and clearly find the information they need to help make informed purchasing decisions, and, perhaps more importantly, setting up this information properly helps protect your company from being hit with costly violation fees and having your product pulled from distribution. 

So it’s really about value. And that includes the value of your design team. Make sure you’re working with someone who is a true professional, who understands the purpose and intricacies of good design—and is someone who truly cares about the value of your spend.

#choosingvalue #ideasthatwork #gooddesign #barnettdesigninc #consumerinsights #consumerpackagedgoods

Debbie Barnett is the founder and President of Ramsey, NJ based Barnett Design, Inc.—an award-winning, refreshing, boutique studio that specializes in customized branding, design, and communications for a wide variety of clients in the consumer products, healthcare, non-profit, and professional services sectors. For more insights or a complimentary 30-minute consultation, reach out at barnettdesign.com.

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