The creation of a tool to measure and visualise design effectiveness through analysis of shopper/consumer decision-making processes

This paper summarises the journey undertaken in order to develop the d? tool that enables the delivery of measurable design value to client brand portfolios. The d? tool was developed and forms part of the practice of a design consultancy operating out of London, Newcastle and Geneva with combined specialisms in packaging design, shopper marketing and digital communications. The development of the d? tool aims to add efficiency to the creative process by providing insightful consumer knowledge to inform design processes and marketing initiatives. It combines the concepts of power, evidence and opinion-based decision-making processes, and is used to evaluate design strategies, measure design effectiveness and identify marketing opportunities. The visual component of the d3 tool allows clients to see at a glance how effectively their brand communicates its message through packaging design, shopper marketing and digital materials in relation to their competition. Clients include global corporations with international fast moving consumer goods brand portfolios, present in both physical and digital environments. Typical projects where the d? tool is used include new product launches, brand design, packaging design and range extensions, digital shopper communications and point of sale materials. The ultimate purpose of the d3 tool is to assist design teams to provide creative solutions that help brands perform effectively on strategy within this cross-platform shopping environment for business success.