Accurately reading the information consumers provide us with is of utmost importance. They may ask for less expensive products, but ultimately THEY DECIDE WHICH OFFERS THE BEST QUALITY BASED ON THEIR PERCEPTIONS OF THE PACKAGE. There may be readers who think
such quality is deﬁned by corporate purchasing departments, which usually opt for the lowest priced suppliers. But this should not be the case. It’s essential to keep your eye on the main objective: sales (an objective that should be shared by EVERYONE dealing with the product/project). There is no such thing as a perfectly positioned product/service that is more efﬁcient, cheaper and superior to the competition’s. That is a utopian concept.
where is the information source? At Forum, we don’t consider ourselves “suppliers” but strategic partners. There’s a simple reason for this: If the client gets a better return on the investment, we’ll get more business. The strategy we recommend uses research as the project’s building blocks. The more information we have at our ﬁngertips, the better chance of success the product will have. Although there’s nothing novel about this concept, nor is it a secret recipe, many brand managers overlook it. They fail to realize that information is useful and so don’t use or share it. As a result, products are designed time and again for the client, not the consumer. Basic information should include market research and information on the competition, consumer habits, distribution, production, manufacturing, category and brand performance, as well as research on domestic and international trends. Although the bulk of this information should be provided by the client, we also take part in gathering it. Afterwards, we produce a creative brief, in which we lay out our design plans. Besides presenting all the relevant information, we analyze the product in terms of communication, brand strength, market penetration and, in general, anything that affects its current perception. The ultimate goal is to optimize that perception by ﬁnding a format that will produce an emotional link between consumer and product/brand. Finally, we reach an agreement about which elements will produce value. In every case, we take off from one basic premise: that through genuine, honest and explicit communication, we’ll deliver a credible message/promise.
Quality is that which is good for a certain goal. Federico Hernández, Metagraf México
FIVESECONDS The time a package on the shelf has to attract the consumer’s attention