Schedule | The Dieline Forum: Los Angeles

The Lineup for October 12th, 2012

7:30 am - 8:00 am

Registration Desk Open

8:00 am - 9:00 am

Networking Breakfast

9:00 am - 9:50 am

A Curated History of Modern Design Concepts and Packaging

by Noreen Morioka -Co-founder, AdamsMorioka

From the Victorian Era and the industrialization, creative solutions have evolved culture and modern thinking. Our belief system, needs and wants have been slowly exposed through different design and political movements that push the consumer toward a sensibility and brand. Noreen was lucky to inherit Lou Danziger's slide collection of the history of modern design, and from his class lectures, she has adapted it to include both print and packaging examples as a creative warm up to a great day of lectures.

Of course, Dieline is not responsible for the views of Ms. Morioka.

10:00 am - 10:50 am

How products connect with consumers through the power of storytelling and the ability to market themselves through design.

by Alex Center -Sr. Designer, The Coca-Cola Company

What is the most impactful way to market your product? Tell a great story. It is through the power of creative storytelling that brands are able to educate, entertain and establish an emotional connection with consumers. However, we live in an oversaturated, overcrowded communications environment where it is harder than ever for brands to make that connection. Today the product is at the center of the conversation and it's more important than ever before that they have the ability to tell those stories by design.

I will share how my experience working on the vitaminwater brand has taught me that package design, brand personality, product design, consumer collaboration, and the new tools of digital technology are some of the ways to succeed in the 21st-century marketplace.

11:00 am - 11:50 am

When Small is Big

by Kevin Roberson -Designer & Partner, Swig Studio and Paul John Morales -Creative Director, Swig Studio

In a market dominated by large national brands, new and smaller beverage brands face unique challenges. Designers Kevin Roberson and Paul Morales from Swig Studio will take you through their approach to helping start up and smaller wine and spirits brands compete for shelf space and gain consumer attention. You will learn how you can use package design as a competitive advantage, how start up brands can truly maximize smaller budgets, and how to appeal to finicky as well as hidebound consumers to get them to try a new brand.

12:00 pm - 12:50 pm

Neuropackaging: There's More to Packaging Than Pretty.

by Amina AlTai -Co-founder, Imagemme and Gabriel Alvarez-Jacobo -Managing Partner, Imagemme

You have a few seconds to capture consumers' attention with your package on shelf. Are you using the right cues to communicate a winning message? Everything from packaging form, color selection, typography and texture lends itself to a crafted experiences that is either speaking to consumers on an emotional level and convincing them to buy, or doing the opposite. Learn how to engage consumers and activate them directly on packaging to drive trial, loyalty and revenue.

12:50 pm – 3:00 pm

Lunch on your own

3:00 pm - 3:50 pm

What Women Want to See, Feel and Understand about Brand Packaging

by Terri Goldstein -Principal and Founder, The Goldstein Group

While a women's median income has soared 63% over the past 20 years, those earning more than $100,000 have doubled in a decade; 30% of women now earn more than their husbands. While women make 80% of all supermarket, drugstore and department store purchases, less than 20% of character trademarks in the retail landscape are female. Here, Goldstein will reveal the quandary corporate America finds itself in regarding how to target their brand packaging to women, while not alienating the men that women often buy products for.

In this fast-paced 45 minutes you will: Understand "her" and "his" disparate shopping styles: She is on an exploration; He is on a mission.

See how "her" visual territories are different from "his," while understanding the cross-shopping activity that informs her visual world.

Conduct research to uncover how she creates verbal and visual recall for the brands she consumes. Learn how to use these accurately to develop entry points for verbal branding.

Know how to remove 50% of the words from the marketing deck and transform into a motivational story line that she can share with her "village" of women.

Learn how the mind retains brand recall at retail (color, shape, symbol, words) and how these core-identifiers appeal to women and can communicate volumes in 5 seconds or less.

4:00 pm - 4:50 pm

Consumer Packaging in the 21st Century: The Rise of the SoMoLo Shopper

by Steve Kazanjian -Vice President, Global Creative, MeadWestvaco (MWV)

This past January, I was a speaker at the 2012 International CES - on emerging trends in consumer electronics retailing. For the past year, I've been very interested in the intersection between e-commerce and traditional retail. I see this as the next frontier for consumer packaging. Notably, Forrester Research predicts that online advertising will finally outpace television by 2016. Given that consumer packaging is one of the most ubiquitous forms of marketing communications (as we all know, 100% of your consumers' purchasers interact with your packaging), I see this movement into "Social Ads" as forever changing the way we design consumer packaging. The biggest question is… what will the new "best practices" for our industry be?

Now we focus on QR codes, augmented reality, and image recognition to merge the physical and digital. While these technologies have the potential to be immersive, we are definitely not using them as effectively as possible. (Most likely, they are just a flash-in-the-pan.) Furthermore, as traditional retail evolves into hybrid retail channels, the new SoMoLo (social, mobile, and local) shopper is quickly changing this evolving landscape. Consumer packaging stands squarely in the middle of the intersection between evolving retail formats, emerging consumer trending, and the next wave in social media. And, most importantly, packaging designers and strategists sit at the forefront of this "brave new world."

5:00 pm - 5:50 pm

Package Design Best Practices

by Alicia Goodyear Lichens -Creative Director, Gelcomm

We've all been there, don't deny! Even with your most solid clients ... the dreaded phone call that starts with "this is really not what we had in mind" has happened to the best of us. And as budgets and timelines shrink, it is even more critical to start creative in the right direction. This best practices methodology is a simple process that can break through some of those client/designer communication boundaries. It will set the stage to deliver inspired, informed creative ... on time and within budget.

This session will discuss three things: The methodology process CLER (Clarity, Learning, Envision and Realize) — that will guide you toward solid client communication; a basic formula to writing a good design brief that will help you manage expectations and understand the path to success; and the power of market and visual research that will teach you to go beyond personal preferences to elevate the creative, be informed, express your vision and lock in direction.

You'll take away not only a proven process for best practices that will help you manage a design project, but also a strategy for how to tackle research and best practices in creating market and visual trend research boards.

6:00 pm - 7:00 pm