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CONCEPT Development Strategies
Author(s) -
Livolsi Michael
Publication year - 1993
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1993.tb00369.x
Subject(s) - rationality , creativity , product (mathematics) , process (computing) , marketing , new product development , business , sociology , advertising , psychology , computer science , social psychology , law , political science , geometry , mathematics , operating system
WITH THOUSANDS OF PRODUCTS vying for consumer attention, the design of packaging for items sold in supermarkets is an especially challenging assignment. As Michael Livolsi explains, in this market the strategy is to inform consumers and engage them emotionally To meet these objectives, his firm uses a process that combines thorough product and audience analysis with time to daydream. In the end, concepts emerge from a balanced dialogue between the facts of left‐brain rationality and the excitement of right‐brain vision and creativity.