Discovering ‘Natural’ Design
If consumers truly impact the decisions that drive package development, why are any packaged goods languishing in the store?
- Natural designs evolve in direct response to actual consumer demand, early in the planning process.
- Artificial designs rely on limited and sometimes flawed consumer preference data late in the process.
The natural and artificial approaches to package design differ considerably.
- It potentially excludes new features that could resonate deeply with target consumers.
- It could include product features that may not perform when the product reaches the market.
IDEA allows product teams to explore and optimize an expanded number of design options.
Product development teams can discover the designs that consumers most prefer.
P&G went to work on a new package that would reach two goals:
1. Revise and contemporize Tampax packaging to make it distinctive.
2. Develop visual cohesiveness across the brand.
P&G created the top-, front- and back-panel designs based on responses from both groups of consumers.