Here are 5 package design lessons I’ve learned this past month from my outstanding creative director:
- Simplify . . . Don’t over-design!
- Completely understand the visual vocabulary of the brand before you dive into designing. Brand strength comes from brand consistency.
- As a designer, strive for a consistent style of your own. A jack-of-all-trades designer with a wide stylistic variety in his portfolio will be less sought after by high-quality clients than a specialist who hones in on a distinctive style and masters the nuances of that style. When you look at Robert’s work, you see that he maintains a stylistic consistency even while adapting his style to very different brands (e.g., Pureology vs Redken).
- Use your packaging to engage customers emotionally, not intellectually. That means design objects of beauty, not objects that require pages and pages of justification.
- In addition to being beautiful, a well-designed package is highly legible. Never make consumers work to discern what’s inside the package.
My creative director specializes in 360° branding in the beauty and health industry. He’s one of the very best at what he does, and it’s been a privilege to work alongside him.