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Editor's Picks
Friends, not enemies
Good research drives great design
Susan Nelson, Mary Zalla, Landor, 2009
Research is too often seen as the adversary of design, yet in truth it should be an integral part of the design process. By involving researchers at the outset, and structuring their contribution appropriately, you can gain consumer insights that will inform – and validate – the most creative design.
Aroma therapy
Future Sense: Defining Brands Through Scent
Stephen Bell, 2007
Welcome to the world of "scent-sory" branding. Of the five senses, the sense of smell has huge power to connect brands and consumers, but its potential is currently under-exploited. Stephen Bell (pictured above) draws on research by Millward Brown which shows that many Fortune 500 companies have plans to adopt sensory branding, which has hitherto been most successful in Asian countries. Smell is responsible for generating 75 per cent of the emotions we feel on a daily basis, and research shows that we can each recognise 10,000 different scents. A few brands - Marmite, Playdough - already have a "signature scent". Those that don't have an obvious connection to a smell need to use a little more imagination.
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Landor, 2009
Landor Design Director Jack Bredenfoerder answers questions about changing trends in color.
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Landor, 2009
Landor's Design Director Ben Chandler on what makes a great piece of packaging.
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The Partners, 2009
Business leaders recognise the value that creativity contributes towards brands as iconic as Apple, Google or Virgin, yet they are reluctant to act upon this conviction, argues Jim Prior of The Partners in this article for the London Times.
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Ben Chandler, Design Director, April 2009
Special-edition packaging can transform the ordinary into something truly desirable.
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Anthony Shore, 2008
At some point in your career, you may face the daunting prospect of naming a company or product. The path to a trademarkable brand name is steep and treacherous.
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Jonathan Dodd, 2007
Retail design, both packaging and environments, must do more than capture a brand – it must engage consumers and play a part in closing the sale.
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Mary Zalla, 2008
The word is out: Great design delivers great business advantage. Design is being increasingly leveraged to move and shape markets, attract customers, and help differentiate among competing products and services.
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