Design Potential

There are certain Packaging designs which have this innate potential for value addition,they offer a tremendous scope to use various finishes, printing techniques , substrates, materials etc. to bring alive what got created on the computer. I refer to this as ' Design Potential '. However there are Designs which though may look beautiful on the screen but depend too much on such execution and finishes.

One needs to be vary of such designs which do not have 'Design potential' and consequently end up consuming in a huge amount of time and effort with no substantial results.

Very often marketers are are not able to assess this Design Potential , agree to take it forward and ultimately face huge disappointment. The fact is this disappointment is not only during the development stage but also with the consumer.

The Design potential needs to be assessed from all dimensions and possibilities. The design should not be heavily depending upon some printing execution, what if that execution does not happen. The design should be such that it is a great idea by itself and printing techniques should only be the icing on the cake. The design should be such that it does not depend upon a significant cost addition, what if this cost addition is not sanctioned. Often Designers base their designs on using expensive substrates, inks etc and if not agreed upon, resort to this as an excuse for a low potential design. The design should not be unduly dependent upon the top finishes e.g embossing, foiling, textures, etc. as very often these treatments do not come out very well or even if done well do not add do much to the design.

In case you have a design for which you wish to give 8 out of 10, go on subtracting 1 point each in case the design is too dependent upon some of the above. The figure arrived at would give you a measurable estimate of the Design potential. A design having potential of 5 or less is not worth considering taking forward.

Look for and assess this potential , consult experienced colleagues, specialists etc. and use them as sounding boards, they would give you the early warning signals!