Mike Samson07.23.15
When nCg Skincare, Ayana Beauty, Raw Essentials, Test Tube, and Milani Hair wanted innovative, affordable and creative new packaging graphics, the companies all turned to a relatively new method: crowdsourcing.
Crowdsourcing is a concept that, in recent years, has presented exciting alternatives in the world of packaging design, particularly in the beauty industry. The result has been a boon for the industry, inviting innovative designs, new ideas and a diversity of voices to contribute to the packaging aesthetics.
In the process, each of these five companies received between 50-100 unique concepts, which gave them plenty of graphics options. Crowdsourcing also brought more creative voices to the table, allowing the companies to view a broad selection of clever concepts, while also engaging designers—who are also consumers—to help shape the product’s message.
The word “crowdsourcing” was introduced in 2006 by the writer Jeff Howe to describe the act of outsourcing a function to an undefined (and generally large) community of people in the form of an open call. Buyers post a project online, and offer a monetary reward. In response, people submit their own work or design concepts, and the buyer chooses the work he or she likes best.
Since its introduction, the use of crowdsourcing as a business process has grown immensely, and is now used in many creative contexts: rebranding a company, writing white papers, creating logo designs, creating presentations, print or online ads, and, as mentioned, designing packaging. Today, when seeking out new packaging graphics, rather than engaging an expensive design firm, a client can simply communicate, via a crowdsourcing site, the budget for the project and write a “creative brief” describing what he or she is looking for—i.e., finding a package design that communicates the right brand image and encourages consumers to stop, engage, touch and buy.
Those seeking engaging packaging designs know that attention-grabbing graphics can make a profound difference on the sales of a product and how customers view that item, and that company. In the beauty industry, in particular, packaging tends to be more colorful, eccentric and noticeable. Excellent packaging has the power to act as a sales board, advertising the benefits and attributes of the product, while helping it stand out from the competition.
Beauty packaging also communicates a cultural message about what the company stands for. Are you environmentally aware? Cost conscious? Natural? Health-centric? Scientifically proven? Does your product merge the notions of science and beauty? Packaging is a company’s chance to make a great first impression and express those thoughts, and more.
In the next 10 years, crowdsourcing will continue to evolve the realm of beauty packaging graphics, thanks to ever improving technology. New materials and printing processes will allow for faster production, increased online communities will expand the crowdsourcing audience and new market research techniques will invite improved consumer feedback. As these forces make gains, the consumer will continue to have greater control over package graphics—from conception to consumption.
Here's more about creative crowdsourcing and crowdSPRING.
About the Author
Crowdsourcing is a concept that, in recent years, has presented exciting alternatives in the world of packaging design, particularly in the beauty industry. The result has been a boon for the industry, inviting innovative designs, new ideas and a diversity of voices to contribute to the packaging aesthetics.
In the process, each of these five companies received between 50-100 unique concepts, which gave them plenty of graphics options. Crowdsourcing also brought more creative voices to the table, allowing the companies to view a broad selection of clever concepts, while also engaging designers—who are also consumers—to help shape the product’s message.
The word “crowdsourcing” was introduced in 2006 by the writer Jeff Howe to describe the act of outsourcing a function to an undefined (and generally large) community of people in the form of an open call. Buyers post a project online, and offer a monetary reward. In response, people submit their own work or design concepts, and the buyer chooses the work he or she likes best.
Since its introduction, the use of crowdsourcing as a business process has grown immensely, and is now used in many creative contexts: rebranding a company, writing white papers, creating logo designs, creating presentations, print or online ads, and, as mentioned, designing packaging. Today, when seeking out new packaging graphics, rather than engaging an expensive design firm, a client can simply communicate, via a crowdsourcing site, the budget for the project and write a “creative brief” describing what he or she is looking for—i.e., finding a package design that communicates the right brand image and encourages consumers to stop, engage, touch and buy.
Those seeking engaging packaging designs know that attention-grabbing graphics can make a profound difference on the sales of a product and how customers view that item, and that company. In the beauty industry, in particular, packaging tends to be more colorful, eccentric and noticeable. Excellent packaging has the power to act as a sales board, advertising the benefits and attributes of the product, while helping it stand out from the competition.
Beauty packaging also communicates a cultural message about what the company stands for. Are you environmentally aware? Cost conscious? Natural? Health-centric? Scientifically proven? Does your product merge the notions of science and beauty? Packaging is a company’s chance to make a great first impression and express those thoughts, and more.
In the next 10 years, crowdsourcing will continue to evolve the realm of beauty packaging graphics, thanks to ever improving technology. New materials and printing processes will allow for faster production, increased online communities will expand the crowdsourcing audience and new market research techniques will invite improved consumer feedback. As these forces make gains, the consumer will continue to have greater control over package graphics—from conception to consumption.
Here's more about creative crowdsourcing and crowdSPRING.