Design Essays November 2013

Does your brand look good naked?

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Stripping away the graphics, sometimes it’s hard to distinguish a brand from its competitors. That’s where structural packaging comes in, writes Heidi Maxwell, managing director of Touch Design.

A future view of packaging

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Given the costs involved, it’s vital that changes in packaging stand the test of time. For marketers, three long-term trends stand out, writes Nick Dormon, managing director of Echo. 

Back to reality

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The most valuable insights come from actions, not words, says Matt Michaud, global provocation director for insight and innovation at Elmwood

Designing by numbers

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DCA head of research Dan Jenkins discusses how tools from the field of ergonomics can provide an evidence-based approach to design – not only to design better products, but also to help sell them

Cooking up a storm

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Jenna Cusworth-Bolger, head of user research at Seymourpowell, looks at how designers are changing the way we eat.

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