Most of what I do is help a business (winery, brewery, etc) sell a product. Research, strategy, planning, design concepts… all boiling down to helping them tell their brand story through their product packaging and design. Working to increase shelf presence and opportunity to connect a customer to a bottle of wine or a case of beer.
Don’t get me wrong, it is a very important piece! But it is only one piece, and it is very easy to get too internally focussed. To be so worried about expressing the brand story that you forget about the actual customer and the physical situation where they are making their buying decision. Why they buy. Why we buy.
It is that moment where people are seeing themselves enjoying your product and deciding if that is a good fit for the situation. Yes your story is important, but you also need to connect to the occasion and emotion of where your customer will enjoy your product. Is it for a backyard BBQ or dinner with friends? A quiet night in with your loved one or a 25th anniversary party at the in-laws? This is one of the things that your potential customer is considering as they decide what product to buy. So that means that it also needs to be one of the things we consider during the design process.
Sell the experience and emotion around your customer enjoying your product.
Don’t only worry about “selling the product”. Sell the experience and emotion around your customer enjoying your product. When you put more consideration into your customer and their buying decisions, you will create a customer base that is more loyal and more invested in your brand.