What creates good design?
The answer to the question of what creates good design is having a good idea before you start the design process. Let’s look at two examples, one good, the other bad, and you can draw your own conclusions. First the good.
Tropicana has long held the leading position in the refrigerated fruit beverages category. The perception of a quality brand has long been theirs to leverage and this set of packaging does just that. The design presents professionally from the proprietary formal codes to their unique collar along on their elegant bottle that says we’re the leader and you know we’re the leader. Now for the bad.
This packaging came from a U.K. grocery store found posted on Flicker under scrapthispack. It’s extremely poor choices of packaging design include the ridiculous idea of serving up one banana at a time and packaging it in a plastic shrink-wrap using a non-biodegradable polystyrene. What more can I say other than not ready for prime-time?
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Tom Marin is an organizational consultant at MarketCues, a specialized firm he founded serving CEOs of companies focused on growth. He is the author of the book, RETHINK: An Inside Look At Smart Organizational Strategy, the architect of the SmartPlan360™ SaaS program that helps companies rethink foundational assumptions about alignment, integration, awareness and relevance. His consulting and coaching work spans four decades of serving senior leaders of private, public and nonprofit institutions. He produced the Rethink For A Change Workshop Series that has engaged leadership teams throughout the US. He holds Certificates in the DiSC Application Suite, Five Dysfunctions of a Team, ACT the Agile Model, and he is an accredited member of the national and international chapters of the Business Marketing Association. Tom received his Bachelor's in Social Science and Education from Northern Illinois University.