3. Stay Thirsty, Stay Foolish. The Story of Vitaminwater. - DPDC

Speaker


Description
This is a critical time in the connection between design and business. People don't just appreciate good design, they expect it. Great design helps us connect and communicate with people all over the world. But why do some brands connect with people while others don't? It's not how beautiful your package design is, it's how it relates to people. As people we use stories to communicate, explore, persuade and to inspire. Package design is no different. Storytelling is essential to packaging because it enables brands to educate, entertain and establish an emotional connection with consumers. This is critical at at time where we find ourselves in an overcrowded marketplace where it is harder than ever for brands to make that connection. Today your product is at the center of the conversation and it's more important than ever before that your packaging has the ability to tell a meaningful story by design. Alex Center will share how his experience working on the vitaminwater brand has taught him that storytelling, consumer collaboration, user experience design, brand personality and tapping into culture are some of the ways to design for people, not products.