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Clear Design Inspiration

By: Jeff Falk
Posted: September 5, 2007, from the September 2007 issue of GCI Magazine.

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Therefore we, as designers, must follow this evolution—which we can eventually predict—if we are to truly understand the brand’s audience. The real issue is segmentation within the mosaic of cultures—be it race, gender, demographic or education level that the brand is able to reach. These are the real issues a designer must take into consideration when starting the creative process to ensure that the design addresses all different aspects of a certain segment.

Davide Nicosia: We are fortunate to get a lot of consumer insights from various sources. We also attend consumer testing on a regular basis. So, we are up-to-date on the facts.

Ultimately, a fragrance is about dreams. It’s about love, lust, excitement, success or adventure. On a daily basis, we try to express those emotional elements in a bottle. We can’t give the consumers exactly what they expect. The result would be a boring bottle. We stay a step ahead of the consumer and give them something unexpected. That unexpected element creates the excitement and emotional connection we strive for.

Eric Lee: Designers should keep in touch with the market trends and know what is hot. Research is the key before I start any new design. It is important to know your consumer before you create a new product to fit their need.

When do you consider materials? How will the materials influence your design? Is having some constraints, materials in this case, actually beneficial?
Denis Boudard: Thinking that materials can influence or affect the design process is a misunderstanding of design work. Today, we are really able to explore different techniques and, in turn, different materials because of the technological advancements that we, as an industry, have made. But, the ideas have always been there, though the technical and material capabilities were not always available. Materials are at a designer’s disposition, not the other way around. They are there as a means to an end, not a constraint that is placed on a designer.