March 17, 2008 at 11:22 Lebedev Design vs Sales
A stylish and advanced design looks great in the portfolio, causes gasps and sighs of understanding people, makes you sadly think "Well, how did we not guess that ourselves." But does it boost sales?
Once upon a time I saw on the website of the studio Artemy Lebedev his design work for the chocolate factory "Fidelity to quality." Minimalist, conceptual, concise, spectacular.
I read today the fresh Forbes (March 2008, the article “Under a false name,” p. 62):
I searched the Internet for information about this - I found out even more interesting facts , up to the point that “ In the beginning of 2006, VK employees began to delay their salaries, and in the spring they even suggested that some go on vacation at their own expense, a former VK employee shares with Vedomosti who quit the company during the crisis. In his opinion, the financial problems of VK were associated precisely with poor sales of unsuccessful packaging. "
Caesar what is Caesar.
Once upon a time I saw on the website of the studio Artemy Lebedev his design work for the chocolate factory "Fidelity to quality." Minimalist, conceptual, concise, spectacular.
I read today the fresh Forbes (March 2008, the article “Under a false name,” p. 62):
Although questions from retailers arose. The packaging design was not, in their opinion, the most successful: strict boxes in a minimalist style with a large figure showing the cocoa content in chocolate. Kudryavtsev (owner of the factory “Loyalty to quality”)He was skeptical of focus groups and other marketing tools, so I focused on my taste in the choice of design. The packaging was handled by employees of Fidelity to Quality under the leadership of Artemy Lebedev, who made the company website for the company. But on the eve of the New Year holidays in 2005, Viktor Kudryavtsev, under the pressure of retail chains, redid the packaging, making it more classic, and in just a month sales increased 2.5 times. In the summer of 2005, the packaging design came even closer to the laws of the genre. According to the marketing company Nielsen, after restyling, the share of “Fidelity to quality” in the premium segment of tiled chocolate amounted to 13%.
I searched the Internet for information about this - I found out even more interesting facts , up to the point that “ In the beginning of 2006, VK employees began to delay their salaries, and in the spring they even suggested that some go on vacation at their own expense, a former VK employee shares with Vedomosti who quit the company during the crisis. In his opinion, the financial problems of VK were associated precisely with poor sales of unsuccessful packaging. "
Caesar what is Caesar.