Package Design - May 2015 - 6

front

PA N E L

Looking Ahead with
Futurist Bradly Kreit

Dash Delivers
Disruption, Part 1

F

ollowing FUSE 2015, Amanda Ciccatelli,
social media strategist at IIR USA caught
up with keynote speaker Brad Kreit,
futurist at Institute for The Future to talk
about the state of design, how it's changed
and where it's going next. Here's what Kreit
had to say:

BY LINDA CASEY

F

Ciccatelli: What is your "muse" or
what inspires you in your work?
Kreit: At Institute for the Future, our mandate is to look out 10 years to explore and
make sense of what the world could look like.
To do this, I'm always looking for a couple of
things: The first is to look for what we call signals-early indicators that can come be anything from a new product or startup
company to something you saw a friend or
family member do. What I'm looking for is
something that gives me pause that causes
me to take a step back and pay attention-
and from there, I ask myself, why? What's
exciting about this?
The second thing I'm always looking for is
combinations-one of the core ideas that we
use to guide our long term forecasts is that
some of the most unexpected but important
disruptions will be driven by combinations of
factors, including technologies, social factors
and other innovations. For instance, wearable computing becomes much more interesting when we begin to think about it in
relationship to the Internet of Things - and
the ways that connecting our bodies to our
homes or offices has the potential to change
things both positively and negatively.

Ciccatelli: What is the best design
you've seen this year? Why?
Kreit: I'm really captivated by the work of
David Rose at MIT who just wrote a great
book called, Enchanted Objects. His basic
argument is that the technologies underpinning the Internet of Things are enabling us to,
in effect, rethink the design of everyday
things and give them the ability to help us

6

APRIL 2015

navigate the world in a smarter way. He has
developed products such as a smart umbrella
that will light up to alert you if there's a forecast for rain-as a reminder to take the
umbrella with you to work. That's the total of
the umbrella's "smartness," it just does this
one thing but this kind of thinking is a big
opportunity for designers-to enable everyday things to help guide us through the day.

Ciccatelli: What ways can a design
emotionally connect with its
audience?
Kreit: As a general rule, be respectful of people's attention and use that attention wisely,
and be helpful.
Here's an example of one of my favorite
designs: When I was in college, I worked in a
print shop where, among other things, I had
to precisely cut inch-thick business cards and
the like using an industrial paper cutter. To
make the paper cutter work, you had to press
two buttons that we're about shoulder width
apart. The reason being that the natural
human instinct is to adjust the paper at the
last minute to make sure you get the cut right
which is, unfortunately, how you lose fingers.
Putting those two buttons shoulder width
apart did far more for my safety than a dozen
signs about proper use of a paper cutter. It
made it easy to keep my fingers.
▸ continued on page 8

use returned to Chicago with a more
intimate, collaborative show. Held April
13 to 15 at the Loews Chicago Hotel,
Fuse introduced new field trips, tours and
workshops, including several unconferenceesque sessions, called salons,that enabled
attendees to gather in small groups to discuss learnings from their sessions.
During the 11 a.m. salon, facilitated by
Ronald de Vlam, CEO and global managing
partner at Webb deVlam, attendees discussed several topics from the 10:15 a.m. session, Future Forces Transforming Consumer
Engagement, by Bradley Kreit, a futurist
from Institute for The Future. The session
focused on what will happen when the tools
of innovation and making are as accessible-
and can be remixed-almost as easily as
Lego blocks. But the slide that sparked the
most conversation was about Amazon's
Dash service.
The online retailing behemoth recently
introduced the Dash Button, a consumer
device that enables Amazon customers to
quickly replenish household items. What I
find most intriguing about Dash is that it's
essentially a shelf-talker in a consumer's
home. This is one of the strongest tributes
I've seen to the power of marketing products
post-sale, and I wonder if this attention at
the consumer shelf will lead to more brand
marketers and package designers investing
more time, effort and attention to designing
for peer-to-peer marketing at the household
level. I would love to hear your opinions of
how technology facilitators like Dash are
changing the way that brands and packaged
goods are being marketed. Email me at
Linda.Casey@stmediagroup.com, with
"Dash Delivers Disruption" in the subject
line. Your opinions could become part of an
ongoing discussion about tech, design and
marketing online, on social or in print.



Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
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Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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