The story on npd, “Boxing clever” (MW January 20), says “Designers are united in a plea for more rigorously defined and executed research.” It quotes Mark Wickens as saying “Most designers hate research because they think it screws up their pack designs.”
If designers took a more positive attitude towards research they would realise it provides a valuable contribution to progressive design development.
Furthermore, they could become more influential in formulating the type of information that is required to successfully establish a mood of change for npd. Updated interpretations would not only stimulate interest but also challenge the bastion of over-familiarity.
This will not happen unless marketing, design and resear-chers have a change of attitude. If money is spent on research, why not use it and establish the degree of change that consumers would accept in making retailing more interesting.
McNeil & Robinson