Graphic Design 2010

In both of these examples, the companies are using symbols as powerful communications tools to promote product distinctiveness.

pP: With the current economic environment, are brand owners putting more emphasis on cost considerations relating to graphic and packaging design decisions?

Coleman—Absolutely! Cost is a big short-term driver. We are certainly seeing a focus on reducing the cost of programs, making sure they are performed as efficiently as possible. There are several things that can be done to improve process efficiency and effectiveness, such as removing redundancies (e.g., PR and ad agencies doing the same or similar work) and improving visibility throughout the entire process. Removing redundancies can result in fewer parties (agencies) involved, with those involved having increased responsibility to manage the use of the creative assets.