Contenu connexe Similaire à Fallon Brainfood: Design For All (20) Fallon Brainfood: Design For All1. ::Brainfood ::
Design For All
January 9, 2008
Copyright ©2008 Fallon Worldwide. All rights reserved.
Brainfood is a monthly all-agency lunch conducted by
Fallon Planners. Wide-ranging topics explore trends,
business issues, and actionable opportunities for our
brands. 2. Introduction
In today’s session of Brainfood, Fallon strategic planners
Aki Spicer and Alyson Heller explore the 360° influence
that modern design has on the experience of brands.
Copyright ©2008 Fallon Worldwide. All rights reserved.
2 3. Welcome to the second session of Fallon
Brainfood. What can you expect today?
A fast immersion into latest design ideas affecting brands
Implications and trends
Design’s impact on the whole brand experience
Key takeaways and ideas for you and your clients
Oh, and a free lunch
Copyright ©2008 Fallon Worldwide. All rights reserved.
3 4. Fast excerpts from research for a CPG new product
development project that Aki + Alyson are leading.
Assignment
Gather and identify high-level trends, mega-trends, and futurist
predictions for further exploration.
Methodology
One-on-One Expert Interviews in Minneapolis, San Francisco,
and NYC
chefs, nutritionists, food trend consultants, food
scientists, home designers, professional organizers,
magazine editors, food activists, farmer’s market
directors, and entrepreneurs
Copyright ©2008 Fallon Worldwide. All rights reserved.
International conferences (Foodsmarts, etc)
Restaurant, farmers market, and grocery store visits
Secondary desk research
Syndicated data, major publications, cultural think tanks
Expert, futurist interviews
4 5. 5
Copyright ©2008 Fallon Worldwide. All rights reserved. 6. “Design is more than the aesthetics
of a product now, it’s the entire
experience.”
Yves Behar
Industrial Designer
Copyright ©2008 Fallon Worldwide. All rights reserved. 7. indulgences…
From “planned obsolescence” and design
7
Copyright ©2008 Fallon Worldwide. All rights reserved. 8. Towards a design for user value.
Design literacy and appreciation have exploded
Lowering price and widening access
Customers raising expectations beyond ornament
towards improved function and elegance
Enhancing most everything from the mundane to the
profane
Copyright ©2008 Fallon Worldwide. All rights reserved.
Designers in varying fields of endeavor have issued provocative and influential
manifestos for re-centering design to the core of human value/values. A tipping point
has been reached. 8 9. “Good design is good business.”
Thomas J Watson
IBM, 1947
Copyright ©2008 Fallon Worldwide. All rights reserved. 10. The Design Dividend: design-driven companies
are outpacing the general market.
Copyright ©2008 Fallon Worldwide. All rights reserved.
10 11. Innovative design has proven to be a
differentiation strategy that may boost the
corporate bottom line.
Copyright ©2008 Fallon Worldwide. All rights reserved.
11 12. In an era of commoditization, P&G are pushing
design and innovation and experiencing a
business renaissance.
Copyright ©2008 Fallon Worldwide. All rights reserved.
“Aesthetics are important, too. You need to fuse meaning and pleasure with
function. Unfortunately, for businesses that operate on functionality, they
see that as fluff.”
Claudia Kotchka, Vice President of Design Innovation and Strategy, Procter & Gamble
12 13. “We are all genuinely disabled by
modern living. We are one-handed,
distracted, hard of hearing,
confused of thought. Disablement
creates a business opportunity if we
examine it and interrogate its
secrets.”
Copyright ©2008 Fallon Worldwide. All rights reserved.
Adam Morgan
Founder Eat Big Fish Consultancy
Author “Eating the Big Fish” and “The Pirate Inside” 15. 48 million people have disabilities.
GE’s Universal Design appliances have accessible controls, allow for
one-handed operation, and put items within everyone’s reach.
Copyright ©2008 Fallon Worldwide. All rights reserved.
15 16. By 2050 half the adult population of the globe
will be over age 50.
Jitterbug is made for the boomer/mature market who “want a
simplified cellphone experience.”
Copyright ©2008 Fallon Worldwide. All rights reserved.
16 17. “If half the population (women) are not in your
economic picture, your picture is in default.”
Bruce Mau, Designer, author Massive Change
Copyright ©2008 Fallon Worldwide. All rights reserved.
A Volvo By Women, For Women—A car that's designed to be nearly maintenance free, requiring an oil
change every 31,000 miles. When it's time for an engine inspection, the car sends a wireless message to
a local service center, which notifies the driver. The vehicle has no hood, only a large front-end primarily
suited for opening by a mechanic. It also features a race-car-like fueling system with a roller-ball valve
opening for the nozzle, but no gas cap. The engine is a low-emission, gas-electric hybrid. Gull-wing
doors allow easy access to space behind the driver's seat. The bottom of the rear seats fold up, similar to
theater seating, providing more storage space. The car also has dirt-repellant paint and glass,
exchangeable seat covers with matching carpet, and sensors that allow for easier parking.
17 18. “Smart” design is producing ExtraOrdinary
ideas—raising the function + aesthetic of
the mundane to inform more, perform more,
and do more.
Copyright ©2008 Fallon Worldwide. All rights reserved. 19. Everyday objects hold the power to surprise and
delight…and perform.
Copyright ©2008 Fallon Worldwide. All rights reserved. 20. New design thinking holds the power to
reappraise outmoded “standards”
Copyright ©2008 Fallon Worldwide. All rights reserved.
Panasonic’s torch takes any battery size - like the
mismatches ones you’ve now got in your cupboard.
20 21. “Smart” appliances are gaining in ubiquity,
providing higher functioning hidden below the
surfaces.
Copyright ©2008 Fallon Worldwide. All rights reserved.
21 22. Ambient Devices filter complex information into
ambient or at-a-glance data objects.
Copyright ©2008 Fallon Worldwide. All rights reserved.
22 23. “The whole paradigm in our society has been
based on prescription pharmaceuticals.
Now food can also be available for enhancing
health wellness.”
Paul Flowerman, President of PL Thomas Ingredients @ FoodSmarts Conference 2007
Copyright ©2008 Fallon Worldwide. All rights reserved.
23 24. Food and beverage launches for mental
performance have boosted 7 fold in a few years
160 1200
140
Global introductions of Global introductions of
1000
120
products making mental products with ginseng,
function claims 800
guarana, and taurine
number of products
number of products
100
80 600
60
400
40
200
20
0 0
Jan-Jun 2004 Jul-Dec 2004 Jan-Jun 2005 Jul-Dec 2005 Jan-Jun 2006 Jul-Dec 2006 Jan-Jun 2007 Jan-Jun 2004 Jul-Dec 2004 Jan-Jun 2005 Jul-Dec 2005 Jan-Jun 2006 Jul-Dec 2006 Jan-Jun 2007
Source: Mintel GNPD
Copyright ©2008 Fallon Worldwide. All rights reserved.
24 25. Producing an explosion in DHA Omega-3
supplements which enhance brain function, for
kids & students
UK retail sales of vitamins, tonics and dietary supplements, by
type and value, 2002-06
2002 % 2004 % 2006 % % change % change
£m £m £m 2002-06 2004-06
Omega-3 5 1 12 3 22 6 340 83.3
Minerals 19 5 18 5 16 4 -15.8 -11.1
Multivitamins 84 24 87 24 83 23 -1.2 -4.6
Total 350 100 357 100 364 100 4 2
Source: Mintel
Copyright ©2008 Fallon Worldwide. All rights reserved.
25 26. “What would happen if we treated
packaging as direct mail,
and demanded a 12% response
rate?”
Adam Morgan
Founder Eat Big Fish Consultancy
Author Eating the Big Fish” and “The Pirate Inside”
Copyright ©2008 Fallon Worldwide. All rights reserved. 27. Packaging Actions shape our long-term
interface, and thus influences our brand’s long-
term relationship with customers.
Copyright ©2008 Fallon Worldwide. All rights reserved. 28. “As traditional media becomes less effective,
think about packaging as media.”
Eric Ryan, Co-Founder Method
Method’s packaging makes a powerful statement about its owner
Copyright ©2008 Fallon Worldwide. All rights reserved.
for months beyond the purchase decision at the store.
Designed by Karim Rashid, the bottles evoke modern art and
encourage countertop display.
28 29. Coke attributed a 10% boost in sales in 2002
to the “Fridge Pack” design.
Copyright ©2008 Fallon Worldwide. All rights reserved.
29 30. In 2004, Heinz pulled the plug on advertising
completely, instead relying upon in-store promo
and a redesigned “Fridge Door Fit” bottle.
-enabled Heinz to reverse a 3 year
dollar sales decline in retail.
-consumption went up 78%, sales
jumped 12% to $19M for the last 4
months of 2006, according to IRI, in
a category that has been fully
saturated for years.
Copyright ©2008 Fallon Worldwide. All rights reserved.
“Packaging innovation is the core basis of our marketing strategy.
It’s a holistic tactic that focuses less on TV and more on the
internet and heavy in-store.”
Wendy Joyce
Director of Marketing, Heinz
30 31. Coors owns cold positioning at the
packaging level.
The label’s white lettering and
Rocky Mountain icon turn blue
once the beer reaches optimal
drinking temperature.
Copyright ©2008 Fallon Worldwide. All rights reserved.
31 32. quot;We simply put the soups in an order and
presentation that made sense to consumers.
This fundamentally helped turn our soup
business around.quot; John Faulkner, Director of Brand Communications Campbell’s Soup
Now in nearly 15,000 stores, Campbell’s iQMaximizer organizes varieties so Copyright ©2008 Fallon Worldwide. All rights reserved.
consumers can quickly find their favorites-and be tempted by similar
offerings. Retailers win, too. Although the shelving holds less product than
before, it's much easier to restock and eliminates the time and labor costs of
refacing products on the shelf.
32 33. Fortified food wrappers, flavored, edible and
biodegradable hold opportunities for waste
reduction and enhanced functionality.
Copyright ©2008 Fallon Worldwide. All rights reserved.
Food films and fresh coats offer antimicrobial defense,
and meat coatings for seasoning.
33 34. “In everything I do, there is not a
style, there is a logic. There is a way
of thinking, the same brain.”
Phillipe Starck
Copyright ©2008 Fallon Worldwide. All rights reserved. 35. Massive Change demands answers regarding
the role of design beyond the shelf appeal,
putting new pressures on products years into
the future.
Copyright ©2008 Fallon Worldwide. All rights reserved. 36. Herman Miller designs for destruction and
disposal (not only construction and
consumption).
99% recyclable. Celle can be disassembled in less than five
Copyright ©2008 Fallon Worldwide. All rights reserved.
minutes for efficient recycling; recycled content is 3%.
36 37. Previously disposable television shipping
packaging becomes a playful TV stand once you
get home.
Copyright ©2008 Fallon Worldwide. All rights reserved.
Made from expanded polypropylene which can be moulded in virtually any
color and with any surface texture. Designer Tom Ballhatchet.
37 38. Greenbottle is a biodegradable milk bottle that
uses a smart two-part system to aid recycling.
-composed of a cardboard outer manufactured from pulped, recycled
cardboard,
-lined with an inner sleeve of biodegradable plastic made from corn starch
-plastic keeps the cardboard from becoming soggy, and the cardboard makes
Copyright ©2008 Fallon Worldwide. All rights reserved.
for easy transport, storage and pouring.
-Once the bottle is empty, the inner sleeve can be pulled out and will
decompose in a landfill within six weeks.
-The cardboard outer can be put out for recycling with other paper or thrown in
with kitchen and garden waste for home composting.
The bottles currently cost up to 30% more than their plastic counterparts, but
costs will go down once production steps up. 38 39. We’ve covered a lot during this lunch. Some key
takeaways…
Design For All:
Design Everyday: Good design has reached a tipping point.
Plan for Action: Design is not mere ornament and style, but
function and experience.
The Design Dividend: Design-driven ideas (both aesthetic and
functional) can drive the corporate bottom line (and reverse
fortunes).
User-Friendly: Beyond “does it work” towards “how do I use it?”
Extraordinary: Seek product edges by elevating the function
and aesthetic of the mundane.
Universal Design: Source mass appeal in designing for niche
needs and markets.
Copyright ©2008 Fallon Worldwide. All rights reserved.
Packaging Action: Consider the long-term lifecycle of
packaging and what opportunities may be mined to enhance
the customer relationship.
Massive Change: Now that industry has the technical and
production capacity to do virtually anything, what will we
choose to do?
39 40. What implications may this Design For All
awakening have for our brands?
And our role in shaping our client’s
communications?
Copyright ©2008 Fallon Worldwide. All rights reserved. 41. Q+A
Copyright ©2008 Fallon Worldwide. All rights reserved.
41 42. Continue the conversation on our blog:
http://fallontrendpoint.blogspot.com
And watch for the invite to next month’s Brainfood
session by Avin: Dragon Rising (China).
Copyright ©2008 Fallon Worldwide. All rights reserved.
Brainfood is a monthly all-agency lunch conducted by
Fallon Planners. Wide-ranging topics explore trends,
business issues, and actionable opportunities for our
brands.
42