Newsweek has a brief piece about how Procter & Gamble is focusing on a complete rethinking of its products, using designers as well as branding experts to “help rethink not just the superficials - graphics, packaging, product design - but, more importantly, how consumers experience products.”
These teams are actually going home with consumers to evaluate their use of products and get a sense of priorities and needs. But what’s interesting is how P&G seems to think of design in the broadest possible terms – that design isn’t just packaging but product itself, isn’t just utilitarian but experiential – whether the company is talking about diapers, laundry detergent or toothpaste.
“It might be a stretch to credit the company's turnaround to good design,” Newsweek writes. “Then again, it might not.”
These teams are actually going home with consumers to evaluate their use of products and get a sense of priorities and needs. But what’s interesting is how P&G seems to think of design in the broadest possible terms – that design isn’t just packaging but product itself, isn’t just utilitarian but experiential – whether the company is talking about diapers, laundry detergent or toothpaste.
“It might be a stretch to credit the company's turnaround to good design,” Newsweek writes. “Then again, it might not.”
- KC's View:
