Comments:
To put it simply the customer was utilizing their in-house graphic department as do many of our clients. Problems in-house departments face is typically the lack of time to focus on a key project and work through a sometimes involved design study.
This project was just that. We reviewed the positives and the negatives of the in-house designed package and structure then presented it to the WHY® Design design staff.
We found that there were many problems and many commonly overlooked solutions. Usually overlooked because of a lack of time to problem solve or overload of projects which is typical of in-house design departments.
First: Structure was the basis of our redesign efforts. If we can create a unique structure for this item the consumer will "react". That is all we want... a reaction. Good or bad, it means the item was noticed.
We can't be everything to everyone and neither can a design or structure. But, what we did was effectively convey what this item is from the inside out. We looked at the physical character of the AquaJet™ and conveyed it by creating a unique structure. The structure has a dual purpose. One, making the package unique. Second, providing an added feature to make the consumer feel it was easier to transport. We added and inner clam to make it easier to take off the shelf and to your final destination.
Making the information clear. Information is nothing but information unless it is organized and conveyed to the consumer in an orderly way then it becomes "Power". To create the "Power" needed for this package our design team focused on the product "in use photography" as the hero.
Lastly, the consumer needs to see all the features and product specifications. After completion of the package our design staff went to the local retailers and saw first hand how the product looked on the shelf. We proved our research on color, shape, and organization of information a success.