In the weeks leading up to FUSE 2011, we're going to be hearing from the speakers! This week we have Vickie VanHurley, Meijer; who will be presenting "For the Love of Packaging: Design for the Relationship and Experience Private Brand P.O.V.," in the PROOF: Packaging Research & Innovation on Monday, April 11, 2011. To learn more about FUSE, download the brochure here!
1. Tell us about a project you are working on or recently completed that you are proud of?
Developing a new brand completely driven by design. Being able to define the brand through the relationship the consumer has with the product and ultimately the brand. The brand definition was implemented in the design of all packaging SKUs introduced in the new brand. It was exciting to interject the emotional aspect. Humans are emotional beings and we use emotion to assist in decision making. We must acknowledge and utilize this when engaging consumers through design across marketing, advertising, and point-of-sale efforts.
2. Think ahead 5 years, what major changes for design do you see?
Continuing to recognize the importance of including emotion (other than humor) as a marketing and design factor. As we forge ahead, consumers want and expect to build relationships with their products and brands, be involved in a relationship with their products and brands so to speak. Design will play an integral part in delivering the story/conversation with the consumer.
3. What inspired you to get in the field?
Practically an artist from birth! I was drawing from the time I learned to hold a pencil. I was determined to make a career out of art. Graphic design and illustration felt natural and appeared to be a logical course for me to follow. I must also acknowledge my love affair with packaging from an early age (the empty animal cracker box I carried as a purse). To sum it up in one word: destiny.
4. What keeps you motivated?
My love of shopping (it's genetic) and packaging design. In addition to that, an allure of the power of packaging (as a communication and brand building tool) along with shopper behavior and the relationship consumers build with their products and brands.
5. What is one thing you're excited about for this year's Fuse?
Simply attending! This will be my first FUSE conference! I was introduced to FUSE several years ago but previous agendas did not afford room for attending.