Berlin Packaging’s Studio One Eleven Sponsors Shelf Impact! Package Design Workshop
Berlin Packaging’s Studio One Eleven design division recently sponsored the Shelf Impact! Packaging Design Workshop in Chicago. The workshop focused on retail trends, consumer preferences and strategies to help designers and other professionals create packages that deliver bottom-line results.
The workshop was facilitated by respected package design and marketing experts including Berlin Packaging’s Scott Jost, Director of Studio One Eleven; Jim George, Shelf Impact; and publisher Jim Chrzan.
In his keynote address entitled “The EVA of Strategic Design”, Scott Jost addressed the perennial question of how proponents of strategic design can frame their recommendations in quantitative terms.
According to Jost, “There’s no shortage of empirical evidence that design pays great dividends. From the UK Design Council’s 10-year stock market performance study to the success of such design-led firms as Apple and P&G, the beneficial effects of design are no longer a point of debate because good design is the price of entry in many categories. Now the more salient question is how to fine-tune design resources against expected outcomes. ”
Jost demonstrated Berlin Packaging’s design economic value-add (EVA) model, showing how marketers, brand managers and creatives can use the tool to model the net present value (NPV) of either undertaking a design project or not. The 2-option model applies user-specified probabilities for best case, base case, worst case outcomes against the cases’ effects, allowing Berlin’s clients to see 1, 2 or 3-year NPV projections of a custom packaging project.
“This tool is a natural manifestation of Berlin Packaging’s core philosophy.” said Jost. “We believe that our company’s success is tied to our success in increasing our clients’ net income. Helping our clients make informed investments in custom branding and packaging is yet another way that we can do so.”