Fashion, Technology, Small Appliances; all have caught on to the importance of great design. Design creates an emotional connection between the product and the Consumer.
Great design will permeate CPG and retail in ways that will make lives better and our jobs as marketers more exciting. I'm hearing a lot lately about two things that really go hand - in - hand: Design Democratization and Brand Storytelling. While once in the realm of the industries mentioned before, I do believe that we will see design become a greater influence in the everyday things like food and cleaning products. Take this one step further, design and storytelling can probably will in some cases a joint effort between manufacturers and retailers. One major retailer I know is pushing manufacturers to create products just for them. What if we took that a step further and recreated the entire section of a category to accomodate the design of new products? Today in many instances a product is well designed and the brand certainly delivers an emotional connection. Many times it is completely lost when stuffed on a crowded retail shelf. What if we were better integrated so that the product design and the retail experience were in-synch with each other. This seems like a way to create real customer loyalty for both brands and retailers.
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