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Design Trust

By: Joe Duffy
Posted: July 10, 2012, from the August 2012 issue of GCI Magazine.
Before and after photos for a packaging redesign for AmLactin products

Before and after photos for a packaging redesign for AmLactin products

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Talk. Next, turn all those questions into a dialogue. Get the conversation going—talk to your colleagues, industry experts and consumers. Fear and doubt are a natural early instinct that can halt progress, but don’t let it take over. Talking it out—in person, over the phone, or via e-mail—will help to mitigate fears. While it’s important to consider gut instinct and the realities of budgets, don’t let doubt diminish the importance of this early stage.

Plan. Fortify your ideas with a plan. Make it good; make it realistic. Taking the time to formalize your intent from the outset will keep you on the path to success. Consider your future goals, project milestones, budget, resources, and current or future partnerships. Align your thinking, and create a project map that’s tangible yet flexible.

Engage. It’s easy to talk and plan, but now it’s time to walk the walk. Use your plan to narrow your path to partnership: Make phone calls, send out e-mails and request proposals. With your plan as your guide, remember to stay open and consider all angles and possibilities. Align yourself with those who can best accomplish the goals you’ve set forth for yourself and your brand.

Trust. Be flexible, be true, and put your trust in good design and those helping you build it. You’ve made a smart choice—to bring good design into your portfolio—and now it’s time to stick to the plan. There are no quick fixes when it comes to design; no fad diets or juice cleanses that will cover up bad choices. Good design doesn’t mean any design.

Instead, work hard to reflect the brands or products you represent. Having good design in your toolbox can elevate a brand to new heights.

Good Design = Good Business

Branding around a logo, Duffy & Partners designed a packaging system for Innisfree—a nature-friendly beauty line from South Korea—that aligned well with the life and style of the youth of that country.

The new look for Innisfree’s line of men’s hair care products and the Magic Floral line has been a success. Fresh packaging and new introductions outperformed other products launched in 2009 by 30%, and the Magic Floral line has become Innisfree’s top-selling collection as measured in both sales volume and revenue.

There are few books, blogs or even articles that will tell you exactly when and how to make the best moves you can to take your brand to new heights. So next time you peer into the cabinet, open the fridge or browse the Internet for inspiration, keep an eye out for the design that sparks your imagination and enriches your life. These contents can be defining.