Principle-Based Design Guidelines — Articles — Integrated INSIGHTS

Posts tagged Principle-Based Design Guidelines

MISTAKE #65: You don’t get to the point

Make sure your marketing materials and content are designed to quickly capture attention and deliver value before shoppers tune-out.

NEW PRODUCT MISTAKESThomas TessmerNovember 13, 2014Content Strategy, Shopper Experience, Time, Principle-Based Design Guidelines, Omni-presence Strategy, Content Creation

MISTAKE #52: There are no design principles guiding the look of your label

Make sure your package has been designed with the principles of stopping, holding, and closing power in mind.

NEW PRODUCT MISTAKESThomas TessmerSeptember 30, 2014Branding, Packaging, Shopper Experience, Principle-Based Design Guidelines, Concept Creation, Concept Refinement, Package Qualification

MISTAKE #51: Your packaging is completely unremarkable and maybe even repulsive

The few square inches of printing on the package needs to work as hard as it can to close the sale.

NEW PRODUCT MISTAKESThomas TessmerSeptember 25, 2014Packaging, Shopper Experience, Competition, Excellence, Branding, Expectations, Principle-Based Design Guidelines, Concept Creation, Concept Refinement, Package Qualification

MISTAKE #50: You don’t follow these 13 guidelines to design packaging to survive on the shelf

Designing magnetic packaging is only beneficial if it can survive getting to, and living on, a store shelf or in a delivery box.

NEW PRODUCT MISTAKESThomas TessmerSeptember 23, 2014Packaging, Retailer Interaction, Barriers, Shopper Experience, Principle-Based Design Guidelines, Concept Refinement, Concept Creation, Package Qualification

MISTAKE #48: You think imitation is the greatest form of flattery

It takes more than mimicking an existing product to be successful. While it is smart to copy what others have proven works, it is not enough.

NEW PRODUCT MISTAKESThomas TessmerSeptember 16, 2014Competition, Shopper Experience, Barriers, Mediocrity, Strategy & Planning, Competitive Evaluation, Principle-Based Design Guidelines, Concept Creation, Concept Refinement, Package Qualification, Omni-presence Strategy

MISTAKE #39: You are static in a dynamic world

Shortly after you stop learning and improving, expect to become viewed as background noise as the competition becomes more appealing.

NEW PRODUCT MISTAKESThomas TessmerAugust 14, 2014Competition, Shopper Experience, Barriers, Omni-presence Strategy, Opportunity Exploration, Principle-Based Design Guidelines, Concept Creation

MISTAKE #26: You fail to meaningfully differentiate versus the competition

Do shoppers recognize, understand and appreciate exactly how your product is different from competitive products?

NEW PRODUCT MISTAKESThomas TessmerJuly 3, 2014Competition, Features & Benefits, Shopper Insights, Competitive Evaluation, Principle-Based Design Guidelines

MISTAKE #24: You fail to demonstrate the product’s benefit

Consider how well you've positioned your product for buyers to experience (or perceive) the maximum possible benefit.

NEW PRODUCT MISTAKESThomas TessmerJune 26, 2014Shopper Experience, Expectations, Features & Benefits, Storytelling, Category Audit, Opportunity Exploration, Principle-Based Design Guidelines