Assess design with macro/micro eyes.
As we often need to evaluate, feedback and decide on creative proposals such as pack design, the all too pervasive "I like/dont like" approach is weak as it does not tackle the issues an idea is supposed to solve. To make the right decisions, a new flexible evaluation of proposals is needed: this is what we call the "macro/micro" approach. Read here what it is and how to apply it.
But first things first : any good design needs a good brief. Indeed, if a brand is going to commit resources (for a pack (re)design, it needs to lay out clearly :
This sounds simple, but the number of briefs that do not expose clearly the above or fall into generalities like "make a modern pack that will please new consumers while retaining our current (old) consumers" happens more often than they should !
Now, let's suppose the brief has been properly prepared and shared, how do we make sure that what is proposed fits the bill ? This is where the "macro/micro" approach comes in. You see, brands are built on two principles :
1. Branding Distinctivity: to be noticeable, a brand has to be noticeable and unique, at first sight and in a very short attention span. Brands who excel at this can be recognised with simple colours or shapes.
2. Positive Associations: as the brand gets noticed, it needs to generate liking to be considered. This is where communication and advertising play their role, but also the packaging details.
Branding Distinctivity and Positive Associations are respectively the 2 points to check in every creative proposition as they help achieve the briefing objectives. It's the "macro/micro"approach.
1. Macro approach: this requires a very rapid look at the designs, and preferably vs. competitors. Here, ask your agency to blurr the pack designs and put them side by side with competition. You can even ask to have the designs in small and in grey colours. Why ? Because when we look at products on shelves - AND online as well - we tend to simplify what we see and rather remember colours or shapes.
Putting the designs in a difficult simulation is the best way to check if the proposals stand out in real life. Think of brands like Schweppes or Tiffany : they are distinctive because they have built a strong association between their colour and their name. And this is not a recipe only for big brands.
Distinctivity is build through a consistent use of unique assets accross time. And the ones who often get tired are marketeers and agencies. When I was a young brand manager for Marlboro, my boss often said "nice creative work. Put more red"...
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2. Micro approach: once the frame to secure impact and uniqueness has been laid out, the Micro approach ensures that the proposed signs, symbols and tone contribute to the desired positive associations. These can be category codes, reassurance cues, specific typos etc.... This is where semiotics come in, this is where the brand lays out the "eye candies" or discoverable details that will please the most inquisitive among us.
This does helps tell a story but should not be done at the expense of impact. Some other brands chose a minimal approach with few details. This approach is also valid as the lack of direct associations leaves the door open to create positive connections. This is the case of Absolute Vodka with a consistent use of colour blue and transparent bottle, or Coke which just reinforced the use of the colour red accross its range, a colour with many possible positive interpretations.
The "macro/micro" approach is also known as the "helicopter" view and requires a bit of training to be able to navigate between these two ways of looking at things. But if you master it, the exchanges with your creative partners will be richer and contribute to conversations that go beyond the "I like it / I dont like it" debriefs.
A final note: the "macro/micro" approach has been illustrated in the case of pack designs, but the same applies in communication as described in the Drop the Key Visual article , where in the end this is about unlocking the power of "branding" accross all brand manifestations.
Brand Reveal is a network of experience marketeers each with 30+ years of international experience in FMCG and beverages. We love designers, we love creative partners. And because of that, we want to feed them with proper briefs and debriefs. All with one aim : to reveal the very best of brands. [email protected] .
#marketing #design #communication #distincivity #brandassets #branding #packaging #creativebriefs
PS. For more on the topics above, we recommend : Building Distinctive Brand Assets by Jenni Romaniuk and Decoded: The Science of Why We Buy by Phil Barden .