Package Design - January/February 2015 - 22
and decided I need to remember that quote
exactly because I now think design's job is to
show the art of what's possible and that can
make people feel uncomfortable.
"I can think of the times where we've shown
the art of what's possible, and it feels like you
might as well be Ebola," he continues. With
time, the new thinking usually influences the
business and the company as a whole.
It's clear that these fruits of wisdom from
mentors are especially nutritious because
they're grown in sunshine from a point of view
outside either the design department or the
company. "You get great feedback-great conversation that will mold or get you to think differently about what you should be doing,"
Denham says.
HONESTY WINS
"As unbelievably cliché as it sounds, feedback is
a gift," Denham remarks. "A lot of people cringe
when they hear that phrase, and I understand.
Some of the feedback, I've received was incredibly painful and hurtful at the time. But if you
can strip away that emotional anxiety, what you
find the next morning is there's usually something there that you need to act on."
3
words driving effectiveness and
efficiency in package design at Conagra
DISTINCT
Is the package
design distinct?
22
JANUARY/FEBRUARY 2015
Denham looks for this honest feedback not
only from his superiors and mentors but from
the people he works with, including the design
firms he hires. "When I was at Kraft, I worked
with a topnotch agency in London that had a
characteristic I always look for," Denham says.
"They could teach me something versus an
agency that I've got to push. We worked together
to create a different design language for that corporation." The four key aspects of the company
culture examined was 1) the corporate mission
and values, 2) changing the core identity, 3)
changing the environment in which design and
innovation happened, and 4) taking that new
culture and affecting new change in the brands.
Eighteen months after Williams Murray
Hamm and Denham presented those ideas to
Kraft's CEO, the agency and Denham were preparing a presentation on the work. When they
worked on the slide that detailed their recommendations to the company, Denham was
struck by the fact that all of those goals were
achieved. "I remember walking out of the office,"
Denham says. "It was a sunny day in London.
They have three or four of them in a year. I felt
like I was on cloud nine. It was just a great
moment." Several successful package designs
DELIVERABLE
Is the concept
deliverable?
DESIRABLE
Will it elicit desire from
the customer and/or end
consumer?
Package Design - January/February 2015
Table of Contents for the Digital Edition of Package Design - January/February 2015
Package Design - January/February 2015
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Real World Academy
Clear Vision
Delivering Design ROI
Male Call
Branding 4 .0
Product Focus: Experiential Packaging
Index of Advertisers
Field Notes: Premium for Plastic
Package Design - January/February 2015 - Intro
Package Design - January/February 2015 - BB1
Package Design - January/February 2015 - BB2
Package Design - January/February 2015 - Package Design - January/February 2015
Package Design - January/February 2015 - Cover2
Package Design - January/February 2015 - 1
Package Design - January/February 2015 - Table of Contents
Package Design - January/February 2015 - 3
Package Design - January/February 2015 - Editor’s Letter
Package Design - January/February 2015 - 5
Package Design - January/February 2015 - Front Panel
Package Design - January/February 2015 - 7
Package Design - January/February 2015 - 8
Package Design - January/February 2015 - 9
Package Design - January/February 2015 - 10
Package Design - January/February 2015 - Snapshots
Package Design - January/February 2015 - 12
Package Design - January/February 2015 - Real World Academy
Package Design - January/February 2015 - 14
Package Design - January/February 2015 - 15
Package Design - January/February 2015 - 16
Package Design - January/February 2015 - 17
Package Design - January/February 2015 - 18
Package Design - January/February 2015 - 19
Package Design - January/February 2015 - 20
Package Design - January/February 2015 - 21
Package Design - January/February 2015 - 22
Package Design - January/February 2015 - 23
Package Design - January/February 2015 - 24
Package Design - January/February 2015 - 25
Package Design - January/February 2015 - 26
Package Design - January/February 2015 - 27
Package Design - January/February 2015 - 28
Package Design - January/February 2015 - 29
Package Design - January/February 2015 - 30
Package Design - January/February 2015 - 31
Package Design - January/February 2015 - Clear Vision
Package Design - January/February 2015 - 33
Package Design - January/February 2015 - 34
Package Design - January/February 2015 - 35
Package Design - January/February 2015 - Delivering Design ROI
Package Design - January/February 2015 - 37
Package Design - January/February 2015 - 38
Package Design - January/February 2015 - 39
Package Design - January/February 2015 - 40
Package Design - January/February 2015 - 41
Package Design - January/February 2015 - 42
Package Design - January/February 2015 - 43
Package Design - January/February 2015 - Male Call
Package Design - January/February 2015 - 45
Package Design - January/February 2015 - 46
Package Design - January/February 2015 - 47
Package Design - January/February 2015 - 48
Package Design - January/February 2015 - 49
Package Design - January/February 2015 - Branding 4 .0
Package Design - January/February 2015 - 51
Package Design - January/February 2015 - 52
Package Design - January/February 2015 - 53
Package Design - January/February 2015 - 54
Package Design - January/February 2015 - 55
Package Design - January/February 2015 - Product Focus: Experiential Packaging
Package Design - January/February 2015 - 57
Package Design - January/February 2015 - 58
Package Design - January/February 2015 - Index of Advertisers
Package Design - January/February 2015 - Field Notes: Premium for Plastic
Package Design - January/February 2015 - Cover3
Package Design - January/February 2015 - Cover4
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