Developing Innovative Packaging concepts

Limitless possibilities of kick-off
Harsh realities of manufacturing
Soul-crushing budgetary constraints
Creativity sucking timelines
Currently I’m early in the limitless possibilities stage of a project and wanted to talk about how I’m feeling because I can’t imagine I’m the only one that goes through these ups and downs.

I love the project, one the brand, love how bluesky everything is at this stage.

At this stage I can take the red pill or the blue pill:

RED pill: I can design bluesky packaging that isn’t based in reality and takes into account manufacture, budgets, timelines and all of those parameters and deliver something the client will fall in love with instantly…

Or the Blue Pill, I can design something that pushes the bounds of the parameters we’re locked into because of manufacturing, budgets, timelines and everything else that compresses your creativity.

Here’s why I wanted to talk, because at this stage I don’t do either.

I actually don’t do anything at all.

I have ideas that roam between 1 and 2 running through my mind

I see the potential and fall in love with an idea, but I also see the limitations which deflate the concepts

But what I don’t do is I don’t begin to sketch or create anything tangible.

WHY? Because I am afraid. I am so afraid that my concepts won’t work when I put them down on paper, I worry that I will sketch them out and see their flaws of how they won’t be able to be produced because of a particular fold, material, position, whatever.

And this fear is paralyzing. I mean I can’t get myself to get started on paper.

It’s a 48 hour process that I go through each and almost every time I work on a big project. Small ones no fear, big ones, lots of doubt.

After 48 hours I make myself sit down and begin sketching out concepts whether it’s what I had in mind or some lateral idea that will get me to where I want to go.

I have a conversation with myself about how these bluesy ideas will make the client love me and I settle on only delivering what is possible within the specified parameters. But ultimately I never take either the red pill or the blue pill. I take them both.

I allow myself the freedom to sketch beyond the parameters but through the lens of what is possible. What can we push past, a concept that may take a little more budget, or take a little more time, something that may deliver an unexpected unboxing providing a moment of pause. Whatever the idea is it is always something that is possible, but not easy. It’s going to require the right partner or sets of partners to achieve.

And when pitching these concepts to the client it’s important to explain where the difficulties lie. What concerns you, what creates the anxiety, and even explain the areas of your concept that you haven’t completely figured out.

The point of this stage is to share ideas, be open, listen to feedback and realize the client doesn’t have to love your ideas. Concepts are a talking point to further the discussion to uncover what will deliver a memorable experience.

If you’re not uncomfortable or a little fearful, you’r not doing it right. Stop playing it safe and share your fears with your client.

If you’ve ever felt this way or have a different process for innovation let me know on linkedin or twitter. I’d love to hear from you.

Connect with Evelio Mattos on Linkedin

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Packaging PodcastBy Packaging podcastJul 05, 2021