Communicating the Value of Design

Abstract

Product packaging design is often produced through the practical application of tacit knowledge, rule of thumb and professional connoisseurship. Stakeholders are becoming increasingly demanding that design practitioners provide clarity of reasoning and accountability for their design proposals. Therefore, a better framework for the design of fast-moving consumer goods (FMCG) is required. This paper proposes a comprehensive taxonomy of ‘design considerations’ to assist the development of low involvement FMCG packaging and aid in rationale communication for design solutions. 302 academic sources were reviewed, inductive content analysis performed to code topics and output validation with academic and industry experts (n=9) through a modified-Delphi card sorting method. The research provides movement towards a comprehensive framework and common dialogue between stakeholders, practitioners and managers to assist in more effectively communicating the value that design can offer to FMCGs. The constructed taxonomy provides a set of 156 ‘design considerations’ to support in objective and informed design decision-making.

Mapping the Organisational Landscape of the UK FMCG Industry: A Review of Packaging Design and Development Professionals

“…At current, both industry and academia does not appear to consider PD&D as a holistic professional activity causing more isolated research and practice (Timney & Chamberlain, 2017). Azzi et al (2012), Mumani & Stone (2018) and Johnson et al (2019a) provide more rigorous and contextual understandings of the factors influencing PD&D; for example wider design considerations, organisational influences, logistics and supply chain impact and sustainability credentials through cohesive efforts of existing literature analysis. Specifically, design management within the FMCG industry remains under researched and PD&D has been described within a UK context as dysfunctional (Simms & Trott, 2014b).…”