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.