- Don’t rush the research process – the stakes are high and the risks too great.
- Set clear benchmarks for success – and stick to them irrespective of the results.
- New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
- Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design. (more…)
