Comments on: Detailing and retailing http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/ How do people use products, systems and environments? How can designers influence interaction? How can we design for sustainable behaviour? Sat, 22 Nov 2008 21:24:14 +0000 http://wordpress.org/?v= By: Silverman http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-86318 Silverman Thu, 16 Aug 2007 02:33:27 +0000 http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-86318 I forgot to mention that although I think the Sainsbury's package is attractive, it is inadequately informative: I have no idea what's inside. Does that crumbled-bread drawing indicate some peculiar British food? Surely a slice of bread hasn't been individually packaged in that way. I forgot to mention that although I think the Sainsbury’s package is attractive, it is inadequately informative: I have no idea what’s inside. Does that crumbled-bread drawing indicate some peculiar British food? Surely a slice of bread hasn’t been individually packaged in that way.

]]> By: Silverman http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-86317 Silverman Thu, 16 Aug 2007 02:29:58 +0000 http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-86317 I agree with Scott Carpenter: Profit margins are definitely higher on store-brand products. I'd guess that the stripes were designed in a misguided attempt to "attract attention" on the shelf. I think that Sainsbury's package looks quite attractive in its simplicity. The same goes for the Target brand (Archer Farms) Carpenter mentioned, which also uses white space, rather than brute force, to emphasize the text. <a href="http://www.eurekalert.org/pub_releases/2006-04/uocp-wsi041106.php">This article</a> suggests that using this white space may be an attempt to make the high-margin store brand items seem more luxurious. Wouldn't attracting high-end customers to high-margin store brand items make more sense than intentionally driving them away? In your scenario, the designer hopes those customers are driven away toward the upper-tier store brand, but isn't it as likely that they'll be driven toward a name brand product? I agree with Scott Carpenter: Profit margins are definitely higher on store-brand products. I’d guess that the stripes were designed in a misguided attempt to “attract attention” on the shelf.

I think that Sainsbury’s package looks quite attractive in its simplicity. The same goes for the Target brand (Archer Farms) Carpenter mentioned, which also uses white space, rather than brute force, to emphasize the text. This article suggests that using this white space may be an attempt to make the high-margin store brand items seem more luxurious.

Wouldn’t attracting high-end customers to high-margin store brand items make more sense than intentionally driving them away? In your scenario, the designer hopes those customers are driven away toward the upper-tier store brand, but isn’t it as likely that they’ll be driven toward a name brand product?

]]> By: kenshi http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-86284 kenshi Wed, 15 Aug 2007 16:47:08 +0000 http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-86284 I'm happy to pass on my love of dazzle camouflage to another designer, even if via an innocuous comment on a blog. Your observations about the economy branding are a fascinating tie-in. Thanks! I’m happy to pass on my love of dazzle camouflage to another designer, even if via an innocuous comment on a blog.

Your observations about the economy branding are a fascinating tie-in. Thanks!

]]> By: Scott Carpenter http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-85893 Scott Carpenter Tue, 14 Aug 2007 00:51:22 +0000 http://architectures.danlockton.co.uk/2007/08/13/detailing-and-retailing/#comment-85893 Interesting -- "store" brands at places like Target and Cub Foods in Minneapolis are getting more attractive all the time. I suppose because in these cases, the margin may be better for the retailer. Interesting — “store” brands at places like Target and Cub Foods in Minneapolis are getting more attractive all the time. I suppose because in these cases, the margin may be better for the retailer.

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