CREATIVE DIRECTOR, SMASHBRAND, CHICAGO IL
I fell in love with packaging design very early in my career, and I have worked on a variety of exciting projects in the last 15+ years. SmashBrand, where I am currently a Creative Director, is the first data-driven brand development agency where strategy, design, and consumer testing are integrated into a single, efficient process. I love that everything we do is rooted in extensive consumer testing, which ensures that our packaging not only resonates deeply with the target audience but also drives sales and excels in retail performance. We are the only agency with this unique approach; having worked here for over 8 years has allowed me to gain invaluable insights into the consumer’s mind. This understanding has helped my team and me craft designs that not only capture attention but also stand apart from the competition. And it puts a smile on all our faces to see our hard work come to life on retail shelves.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design to support and shape commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own firm?
Graphic design is very adaptable and resilient when it comes to change; as long as consumers are buying products, there will be new brands, new challenges, and new opportunities. As brands reposition themselves post-pandemic, there’s an ever-growing need for effective branding and communication as well as adaptability to new consumer behaviors. The pandemic also heightened the awareness of social and environmental issues for many consumers, so it’s important for brands to tell a cohesive and consistent story to meet these expectations. At SmashBrand we are constantly helping brands find new and better ways to speak to their consumers, and because of our testing, we minimize the risk of getting it wrong. As we know, one bad decision can sink a brand, while the right innovative approach can produce amazing results.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
Packaging is more than just a container; it’s your brand’s front-line ambassador. According to Nielsen IQ Research, packaging is responsible for 64% of consumers discovering new brands. That’s more than TV ads, social media, or any other kind of exposure. That’s why it’s crucial to get it right, know who you are talking to, and know how to get their attention. The biggest thing we’ve noticed is that the most successful brands are able to speak to the “head” (the logical side) and the “heart” (the emotional side) of the consumer. Those are the brands that make you believe the product is worth it and that it is made for you; everything about the design, from the copy to the graphics, has to fit that narrative. Plus packaging is the only brand experience that extends directly into consumers’ hands, providing a sensory engagement— making it that much more fun to be a packaging designer.
