Graphic Design with Purpose
We see a lot of bad designs out there. While some of it is a result of a lack of design skills, much of it is because the design does not convey a purpose to the viewer. It’s often a grab bag of elements with each doing its own thing. That’s a shame, because purposeful design can be a strong ally in the battle for the consumer headspace.
How We Approach Graphic Design
Purposeful design orchestrates all creative elements in the pursuit of answering at least three basic questions that consumers are mentally asking:
Who are you?
In all aspects of life, human beings form initial opinions in a matter of seconds. Your product, service or brand must provide people with a mental image of what you’re about. Good design brings everything together to create a basis for recognition, understanding and acceptance.
What are you offering me?
Design with purpose means that consumers can readily identify what a product is, what it does, how it works, and what benefits to expect. By creating a high level of understanding about your product in the minds of consumers, you will have opened the door to influencing them, both deliberately and subconsciously.
How do you make me feel?
By nature, people like to associate with things they find attractive and make them feel good. Those good feelings are inspired by a visual language of colors, graphics, textures and typography that communicates your brand vision, along with pertinent information displayed in ways that evoke an emotional relevance to the consumer.
We’re graphic design experts.
Graphic design with purpose attracts attention, makes an emotional impact, and converts consumers into buyers. We are experts at this and possess a particular strength in marketing consumer packaged goods. We work with a variety of large CPG companies including those who sell coffee, spirits, citrus, almonds, grapes, avocados, lettuce and vegetables.
Whatever your product, we can design for it. Our graphic design services encompass everything a brand needs. This includes, but is not limited to, logos, packaging, trade shows, digital advertising, email and social media marketing campaigns, and in-store displays.
We are package design experts.
The majority of designers who claim to “do packaging” are often creating flat labels or packaging for small, obscure products. Sadly, they sometimes get hired by larger companies that have challenging production requirements, unique selling environments, and important retail accounts that must be kept happy. The less-experienced designer becomes lost, and critical errors and problems arise. That’s when we’re frequently asked to halt the dysfunction and find a less costly way out of it. And we always do.
We have designed entire packaging lines for billion-dollar food companies such as Sunkist, Del Monte and Calavo Foods. Our package designs have been printed in the millions of units and are seen on the shelves of most major retailers, including Costco, Walmart, Safeway, Vons, Publix, Hy-Vee and H-E-B, as well as stores in Europe, Asia and Australia.
We have deep knowledge in production, structure, materials and printing. We know what’s achievable at a printing facility and step in when a printer tells our client that something is “not possible” or that the washed-out red color on their bag is “the best they can do.”
But more importantly, our clients get fabulous package designs. Designs that are on-brand and on-trend. Designs that command attention on a crowded store shelf when you only get a two-second glance from a shopper. Designs that communicate what the product is, what it does, and how it’s different from the other varieties in the line. Designs that can work on a supermarket shelf, on a Costco pallet, and in an Amazon brand store.
Effective package design is an ideal union of art and science that requires years of experience, and our team brings it every day.