Interacting with consumers is key to successful package design

摘要

Near the top of my list is interacting with end-users/ consumers for the purpose of designing for the ideal consumer experience. Sometimes this involves traditional approaches like focus groups and surveys. But sometimes we stretch out a little and "co-create" with consumers, where we bring them in and interact directly with them to solve a problem while looking through their eyes. Coppertone, of course, is one of our well known brands, so once we even went to a lacrosse tournament to talk with people about their use of sun block products. We wanted to learn how they prepare for a day in the sun, what products are in their bags, how did they prepare their children for the day?