Your product's look, it's identity, should follow your marketing goals. Like a best friends, your marketing goals will tell us if that design looks great not because it's really cool, but because it aligns with the values and the strategy of the business, because that's where the power and impact reside.
You can see the difference between choosing designs based on a personal aesthetic versus a business goal. In the Vincit Beer project (Marco Vincit), his design choices were made based on his personal values and symbols. The label project is a beautiful demonstration of what designers can do if they are not bound by a marketing plan.
But you want your product to sell, and of course you want the look to represent the brand's values and goals. What are your brand's goals? Who is your target market? What if you don't know? Let's dive into this in our next blog post. Stay tuned, Bizy Buddies.