Interview

Interview | Reverse Innovation: graphic comunication and packaging design

Interview | Reverse Innovation: graphic comunication and packaging design it has been modified: 2015-11-16 di Benedetto Fiori

Video interview with Alice Tacconi, Mirco Onesti and the Reverse Innovation study components.

SDM: What is Reverse Innovation?

AT: Reverse as agency deals mainly graphic communications and even industrial design, specifically the structural design.

MO: In recent years the agency has specialized in packaging, trying to give concrete answers, making our know-how available, which leverages on an eclectic design, having explored multiple aspects of the design field and then trying to to channel all our energy and enthusiasm into this matter.

SDM: What is design for you?

AT: Being able to transfer the complexity of a brand into a specific product, which is recognizable for the consumer in the store, means being captivating, interacting with the consumer himself through multiple sensations, from touch, to sight, to hearing, to smell, taste, so it is a 360-degree experience with the final product.

SDM: What importance covers the technology in design?

GDSM: The importance of technology lies in introducing new materials, new production techniques, therefore new possibilities. It transforms existing technologies and production methods, making them more effective, so surely design and technology will always walk together, they are two things that cannot be separated.

SDM: The design concept changes over time?

MO: Probably yes and I would also say luckily, as this triggers a whole series of mechanisms whereby, partly due to the influence of fashions and trends, or interests on the part of people, there is a push in continuous research and in product innovation, this applies equally to all areas, both in the field of more traditional design, which can be that of furniture, but it is a reasoning that can be extended to everything that involves a design process.

SDM: What is the relationship between design, sustainability and the environment?

VT: Over time, more attention has been paid to sustainability and the environment, even in large-scale distribution projects focus on taking these things into consideration, either with materials, or with innovative instructions, such as refills, the possibility of not having to waste the packaging in a careless way. I hope that all these topics will be more and more widespread and that companies will take the issue of sustainability more and more into consideration.

SDM: A solution to the crisis?

GDSM: With the crisis or without the crisis products there will, consequently also the packaging. People and consequently the market require appropriate solutions, one thing I always remember is that in the increasingly longer exists difficulty the same proportion of opportunities.

SDM: How a product communicates with the consumer?

AT: Through a journey that the consumer makes from home - point of sale - home, this translates into a packaging that is developed in terms of materials, shape, colors, to the touch it can give pleasant sensations, rather than perfumes, even a The sound aspect of how a cap is opened can lead the consumer to appreciate a product more than another, therefore packaging has a lot of influence on the purchase of a product, it is not by chance that it is also defined as a silent seller.

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