This session focuses on unlocking the potential of impactful packaging. Attendees will learn the principles of package design, tools for thinking about their brand & areas of opportunity. This will include visualizing how your product would compare to competition on a mock shelf set. Companies will walk away with an overview of design thinking, general principles of impactful design, and actionable steps to take to their specific brand packaging. Topics covered include: The benefits of exploring different design directions, guidelines for a winning design, common pitfalls in the design development process, as well as exploring packaging changes that have had meaningful bottom line sales impact.
About the Speaker:
Kyle McKinley is a market research professional currently working for the Nielsen Company. While Nielsen is primarily known for their TV and in-store measurement, Kyle runs a section of their Innovation group focused on evaluating in-market and new-to-market packaging graphics and structures. He is passionate about understanding the factors that influence consumer decision making in-aisle and how important the P in CPG really is. While packaging design has been his focus the last few years, his experience spans new product innovation testing, assortment analysis, and concept development. Kyle has spent his 10 years as a professional working for Nielsen and Affinnova (a company acquired by Nielsen focusing on optimizing concept content).