Understanding Design

Understanding Design
sponsored by IoPP
Liam Hawry
Director of Structural Packaging Design
for Studio One Eleven,
a division of Berlin Packaging
UNDERSTANDING DESIGN
08/14/13
Intro : Studio One Eleven
UNDERSTANDING DESIGN
08/14/13
AGENDA
(the why)
• Understanding
• Interaction
• Integration
UNDERSTANDING DESIGN
08/14/13
CONTENT
(the what)
• design Thinking
• design Doing
• design Being
UNDERSTANDING DESIGN
08/14/13
design Thinking:
integrate, collect & dissect, diverge & converge
UNDERSTANDING DESIGN
08/14/13
design Thinking : integrate
“design thinking begins with...
integrative thinking”
UNDERSTANDING DESIGN
- Tim Brown, CEO of IDEO
08/14/13
design Thinking : integrate
“design thinking begins with...
integrative thinking”
- Tim Brown, CEO of IDEO
“…a balancing of
UNDERSTANDING DESIGN
desirability (marketing),
feasibility (engineering),
and viability (business).”
08/14/13
design Thinking : integrate
Marketing
Procurement
Design
Operations
UNDERSTANDING DESIGN
Engineering
08/14/13
design Thinking : integrate
UNDERSTANDING DESIGN
08/14/13
design Thinking : integrate
segmented
development
Marketing
Marketing
integrated
development
Design
UNDERSTANDING DESIGN
Design
Engineering
Operations
Operations
Engineering
08/14/13
design Thinking : integrate
UNDERSTANDING DESIGN
08/14/13
design Thinking : collect & dissect
“OK, this is working.”
Laura Sturdevant, – Product Manager for Walgreens, 12/5/12
UNDERSTANDING DESIGN
08/14/13
design Thinking : collect & dissect
“OK, this is working.”
mise en place
Laura Sturdevant, – Product Manager for Walgreens, 12/5/12
UNDERSTANDING DESIGN
08/14/13
design Thinking : collect & dissect
Since Downy Wrinkle Releaser
is a category unto itself, tangential
Dryel home dry cleaning kit is another
example of a single-product category.
product categories help to define it for
consumers. In the retail settings we
The packaging for Dryel does a good
job of signalling that the product
inside is not just “another box of dryer
visited the product was stuck between
the Starch and Fabric Refreshing
categories, or off on its own in the far
sheets”.
corner of fabric care.
FAbriC CAre
hArd surFACe CleAning
Air CAre & odor ConTrol
sTArCh & sTATiC guArd
FAbriC soFTening
dryer sheeTs
sTAin FighTing
deTergenTs
FAbriC reFreshing
FAbriC CAre ACCessories
(irons, linT rollers, eTC)
5
UNDERSTANDING DESIGN
08/14/13
design Thinking : collect & dissect
EXPLORE
• brand questionnaire
• operations questionnaire
• competitive audit
• sample gathering
• store visits
• product trial
• user interviews
• ethnography
• category mapping
• mind map
UNDERSTANDING DESIGN
08/14/13
design Thinking : collect & dissect
Handmade
Premium
Handmade
Thoughtmatrix
high visibility of
contents
simple eye-catching shapes
precious
proportions
skeuomorphic shapes and details
embossed patterns and textures
embossed textures,
patterns, and text
simple shapes with interesting label treatments
7
UNDERSTANDING DESIGN
08/14/13
design Thinking : diverge & converge
UNDERSTANDING DESIGN
08/14/13
design Thinking : diverge & converge
UNDERSTANDING DESIGN
... known knowns,
known unknowns
& unknown
unknowns
08/14/13
design Thinking : diverge & converge
UNDERSTANDING DESIGN
08/14/13
design Thinking : diverge & converge
“No, but...”
UNDERSTANDING DESIGN
08/14/13
design Thinking : diverge & converge
“OK, this is working.”
Laura Sturdevant, – Product Manager for Walgreens, 12/5/12
UNDERSTANDING DESIGN
08/14/13
design Thinking:
• integrative thinking – collaborate throughout
• collect & dissect – reorganize knowns
• divergent thinking – explore possibities
• convergent thinking – edit & refine
UNDERSTANDING DESIGN
08/14/13
CONTENT
(the what)
• design Thinking
• design Doing
• design Being
UNDERSTANDING DESIGN
08/14/13
design Doing:
color, composition, proportion & form
UNDERSTANDING DESIGN
08/14/13
design Doing : color
“OK, this is working.”
Laura Sturdevant, – Product Manager for Walgreens, 12/5/12
What’s your favorite color?
UNDERSTANDING DESIGN
08/14/13
design Doing : color
UNDERSTANDING DESIGN
08/14/13
design Doing : color
WARM
COOL
UNDERSTANDING DESIGN
08/14/13
design Doing : color
UNDERSTANDING DESIGN
08/14/13
design Doing : color
UNDERSTANDING DESIGN
08/14/13
design Doing : composition
UNDERSTANDING DESIGN
08/14/13
design Doing : composition
UNDERSTANDING DESIGN
08/14/13
design Doing : composition
UNDERSTANDING DESIGN
08/14/13
design Doing : composition
UNDERSTANDING DESIGN
08/14/13
design Doing : proportion
x
y
y
x
x+y
x
Phi is when
= ≈ 1.61803
x
y
UNDERSTANDING DESIGN
08/14/13
design Doing : proportion
UNDERSTANDING DESIGN
08/14/13
design Doing : proportion
UNDERSTANDING DESIGN
08/14/13
design Doing : proportion
6oz
UNDERSTANDING DESIGN
4oz
08/14/13
design Doing : form
UNDERSTANDING DESIGN
08/14/13
design Doing : form
UNDERSTANDING DESIGN
08/14/13
design Doing : form
UNDERSTANDING DESIGN
08/14/13
design Doing : form
UNDERSTANDING DESIGN
08/14/13
design Doing:
• color – context & clarity
• composition – pamper the eyes
• proportion – think in ratios
• form – story telling & touch
UNDERSTANDING DESIGN
08/14/13
CONTENT
(the what)
• design Thinking
• design Doing
• design Being
UNDERSTANDING DESIGN
08/14/13
design Being:
live, integrate & prioritize
UNDERSTANDING DESIGN
08/14/13
design Being : live design
UNDERSTANDING DESIGN
08/14/13
design Being : live design
UNDERSTANDING DESIGN
08/14/13
design Being : integrate
UNDERSTANDING DESIGN
08/14/13
design Being : integrate
Marketing
Marketing
Procurement
Marketing
Procurement
Procurement
Design
Operations
Design
Engineering
Design
Procurement
Marketing
Design
Engineering
Operations
UNDERSTANDING DESIGN
Engineering
Design
Marketing
Operations
Operations
Procurement
Design
Engineering
Operations
Engineering
08/14/13
design Being : prioritize
The winged vertebrate with
advanced rising functionality
has a competitive advantage in
the selection and acquisition of
primary food targets.
UNDERSTANDING DESIGN
The early
bird gets the
worm.
08/14/13
design Being : prioritize
UNDERSTANDING DESIGN
08/14/13
design Being:
• live – foster design culture
• integrate – collaborate strategically
• prioritize – focus on focus
UNDERSTANDING DESIGN
08/14/13
CONTENT
(the what)
• design Thinking
• design Doing
• design Being
UNDERSTANDING DESIGN
08/14/13
...be directional,
be deliberate,
be unexpected,
be design!
UNDERSTANDING DESIGN
08/14/13
Selected Resources
design Thinking:
Designing a Winning Packaging Structure – Berlin Packaging White Paper
Change by Design – Tim Brown (IDEO)
The Art of Innovation – Tom Kelley
A Whole New Mind – Daniel Pink
design Doing:
Brand Strategy & Packaging Graphics – Berlin Packaging White Paper
Interaction of Color – Josef Albers
101 things I learned in Architecture School – Matthew Frederick
The Visual Display of Quantitative Information – Edward Tufte
design Being:
Unlocking the Power of Package Design – Berlin Packaging White Paper
The Design of Business – Roger Martin
The Method Method – Eric Ryan & Adam Lowry
Purple Cow – Seth Godin
Game-Changer – AF Lafley & Ram Charan
UNDERSTANDING DESIGN
08/14/13
Thank you!
[email protected]
studio111design.com
berlinpackaging.com
Liam Hawry
Director of Structural Packaging Design
for Studio One Eleven,
a division of Berlin Packaging
UNDERSTANDING DESIGN
08/14/13