The power of design to ensure the best consumer experience

When we talk about brand management, it is important that we can work on different concepts and tools to keep us in the market. One of them is the monitoring of trends and innovations that arise every day.And this topic is very exciting for me that I have always been linked to branding and strategic communication.

Six years ahead of the marketing and sales area of a company specializing in baby products, I understand that to keep a brand of light childcare always up to date, it is necessary to focus efforts and strategies on end consumers: parents. And one of the ways we find is in the care of the design of products and their packaging. After all, these are the first points of contact in the search for the appropriate product. 

Care and attention to detail is born with the company.In the case of mine, it comes since the 70s, when the founder, a skilled plastics engineer and father of a family, joined scientists, doctors and designers from the University of Applied Arts Vienna, to develop a product that combined attractive and functional design with proven medical benefits.

Working in a global company, with product manufacturing in Europe, market research and an exchange with countries where there are sales of the brand, focusing on the lifestyle of families, trend agency guides and children's fashion fairs are carried out constantly. This allows us to bring emotion and variety with a great diversity of colors and prints, which are renewed annually.

The most powerful in the design is that it is not only aesthetic, it is functional. In the case of thermosensitive spoons, for example, it was developed to change color if the food is too hot for the baby, in addition to having a case that keeps the products hygienically separated, being ideal for transportation.

All this care makes a lot of difference for parents, especially first-time parents, making it easier on a daily basis and leaving a fond memory. And for those who work with light childcare products, for companies like the one I work with, this care leaves a legacy for other generations.

Another example is the clip of pacifier fasteners.Particularly, I like this example because it was made to be stuck in clothes with only one hand, since often, parents are with the other busy (sometimes holding the baby himself). Still talking about the light childcare sector, the functionality of the pacifier that glows in the dark is an innovation that delights me. It makes it easy to find it at a time when no one intends to turn on the light, especially not to wake up the little one who has already caught in sleep.