Most Popular in:
Clear Design Inspiration
By: Jeff Falk
Posted: September 5, 2007, from the September 2007 issue of GCI Magazine.
page 2 of 7
Davide Nicosia: One of the keys to success in today’s fragrance market is for all the elements of a launch to tie together to support the overall concept. This holistic message must be communicated clearly and simply. However, the industry is beginning to take the bottle design aspect too literally and is drawn to using design gimmicks.
A good fragrance bottle uses clear design inspiration without relying on gimmicks. Then, there is the element of desire that is usually difficult to explain.
Eric Lee: Design elements should be in a clean and simple shape that projects a modern look. Quality production is a must to appeal to the market.
When designing the packaging, do you think about the fragrance itself, the marketing that will support the product or the target consumer?
Denis Boudard: Honestly, designers are very rarely included in the fragrance creation and, therefore, cannot always be inspired by the juice itself. If I had the opportunity to discover the juice prior to designing, of course the scent would influence the design. I have had this opportunity a few times, and it truly does improve the design process and allow the designer to create a very brand- and fragrance-appropriate bottle. A close collaboration between the perfumer and the designer should happen more frequently as it is almost always guaranteed to be a success. As a designer, when I know where the perfumer is going, I know what the bottle design has to be in order to express and reveal the essence of the product (colors of the juice, textures and ergonomic factors are actually crucial). Unfortunately, this is not a common way to work today. As for the marketing factors supporting the product, the target consumer and the distribution strategy, of course these will all help influence the design; however, designers are not always privy to this information. If this information is available they will always be taken into consideration, as all play a role in creating a brand-appropriate design.
The design is able to define the level of sophistication as well as “dress up” the product without betraying the emotional connection that the perfumer created. At the end of the day, the juice will be the determining factor that will make the fragrance a success. For this reason the bottle design should be a reflection of the scent. In addition, packaging and marketing strategy help the product to appear at its best for its premiere in-store. Then, it’s all about a very confidential story between the end users and the fragrance.