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Packaged Moments by Capsule

by Gina Angie on 03/07/2012 | 3 Minute Read

Editorial photograph

Are you a package designer or a moment designer?

We’ve always described our approach to design as an “experience design” perspective, but when you really consider it, we are all moment designers. We design them using words, sounds, physical objects, behaviors and, really, anything else we have at our disposal.

If you are a package designer, are you really thinking about the broader experience? And that leads to the more ubiquitous question: how can you be successful when you design within the frame of the package only? It only makes sense that you would have to consider the entire experience by drilling down into the design of the moment.

This approach is something we have found valuable since the inception of our firm, but it doesn’t necessarily seem to be a common perspective. Many seem to emphasize the physical object (display, package, logo, store, etc.) instead of that more elusive moment.

We are going to provide several views of this perspective over our next few posts here on The Dieline. Expect to learn more about designed moments and engage in a discussion about these moments as we move along in this series. We’d like to hear what you think about them and how they may have been designed more effectively—or if they even really matter to brands, organizations, consumers and the planet at large.

Check out the the first moment below.

Editorial photograph

The first image of this post is a top view of Fred water inside a cooler display. The package is in a direct competitive situation—and the moment offers an opportunity to design this particular case. Even just printing “Fred” on the cap would suffice.

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There are at least three good reasons for this:

1.The budget wasn’t there to add something to the cap, but now with some success, it would be a marvelous improvement to the experience.

2.The design strategy was focused on minimalism, which would be smart in such a loud category as water and flavored water.

3.Not everyone can see all possible moments until a product is on the market and in context. This may be one of those elusive moments.

Editorial photograph

photo via FredSpot

Which brings us to the next important subject: the “moment” designer’s job is never done. There are always moments to be improved as the competitive marketplace is ever changing.

And by the way, the water is really good, simple and easy to drink. And the brand itself has plenty of personality (spend some time on their blog and you’ll likely hop on the Fred brandwagon, as we did).

Back to the design of moments. What did you think of this one? Missed or intended?

By Aaron Keller of Capsule

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