Everything we do in package structure innovation is anchored in the notion of “concept” as the way to represent fresh ideas that solve recognized problems. But have we given it too much weight? In a design world driven by the concept, a worthy idea can live or die on the merits of one loose sketch, tied precariously to consumer insights and the project brief.
So much can go wrong. The concept can easily be misunderstood by the team and consumers. It can fall short of well-meaning criteria merely because of how it is presented and interpreted. Its underlying brilliance can be trashed in the instant pull of a pin from a board. The opportunity cost is huge, and the risk is magnified. No wonder innovation sometimes feels like a crapshoot, because in this scenario, it is.