Is Target Corp Missing Their Bullseye?

In June of 2009 you most likely noticed Target Corporation introduced a new concept. This concept is their new branded generic product line, up & up™.

up & up™ will completely replace the standard Target generic brand with 800 items in the near future. The design is plastered everywhere and has completely replaced the old generic package design that Target shoppers have grown to love and hate. What is the story with this new package design? It isn't the most attractive, and seems thrown together in a hurry. It is made up of simple text, a simple photo and a basic illustrated key-point box about the product contained within. Could it be Target has lost touch with their market?

Despite Target's lack of design elements the typical graphic design firm may gravitate to, up & up™ is a perfect example of goal-oriented graphic design. Why?

Consider this statement from Mark Schindele, Senior Vice President of Merchandising at Target. "The new packaging incorporates an element of design, giving us the opportunity to deliver on both the 'expect more' and 'pay less' sides of our brand promise."

Did he say "both"? Target had the challenging task of creating a new package design that will be trustworthy and branded, but doesn't compromise the value factor. In other words, they had to make it look cheap without looking cheap. Had they gone overboard, customers would have certainly missed the message, and perhaps Target vendors would have been less than happy with the new "competition." up & up™ is a great reminder to us that design isn't always about aesthetics or visual complexity, there is a fine line between success and just another pretty design piece.

Kudos to Target Corp. for demonstrating to all of us a great example of goal-oriented graphic design that does exactly what they set out to do.

Does Your Innovation Lead to Stagnation?

All marketers have been there; they have endured the beads of sweat and coped with the stress of coming up with a new idea. They are commissioned to turn the company around, or increase revenue. In a quest for new ideas or innovative new marketing tactics, it is very common to get caught up in pushing the envelope or pioneering new design trends just for the sake of change.

Frequently, a great idea is brought to the table, and in the excitement of the moment, your team and your designer begin adding and tweaking this new idea to the point of prodigious complexity. While there is nothing wrong with adding or tweaking your next marketing idea, this process can become risky when you innovate just for the sake of innovation, rather than solving the real issue. You could easily end up with something that just blends into the noise.

When the problem solving begins and ideas start flying it is common for your team to start focusing on beauty, aesthetics or the next hot trend. Resist the temptation of stagnation and remember these 4 points:

1. Does this idea directly achieve our goal? Your new design or marketing campaign must have an achievable result. If the new idea does not show potential in delivering direct results, scrap it no matter how painful.

2. Is this information easy to comprehend and remember? Is the message communicated clearly? Your customers are in a hurry, either spark their attention so they stick around, or give them something simple and easy to recall later.

3. What can we remove? Start to question "why" about EVERYTHING! Why is that texture behind the image? Why is this blue? Why are their scratch marks over this photo? If no one has a good answer, it's time to get rid of that element.

4. Don't be afraid to throw it out! If you have an idea that is almost good, or nearly perfect but you just can't make it work. Throw it out!! In many cases you will spend lots of time on something that cannot work. If you throw it out (or simply set it aside) there is a better chance of having an epiphany later that will connect the dots.

Are your great ideas being overshadowed by thoughtless elements, or complexity? Will your new idea blend into the sea of fake creativity? Is your innovation leading to stagnation?