@ The Dieline Conference: Stay Thirsty, Stay Foolish - Alex Center
by Diane Lindquist on 03/04/2013 | 2 Minute Read
Alex Center is the Senior Designer of The Coca-Cola Company, will be one of our speakers The Dieline Package Design Conference 2013!
Stay Thirsty, Stay Foolish
This is a critical time in the connection between design and business. People don't just appreciate good design, they expect it. Great design helps us connect and communicate with people all over the world. But why do some brands connect with people while others don't? It's not how beautiful your package design is, it's how it relates to people. As people we use stories to communicate, explore, persuade and to inspire. Package design is no different. Storytelling is essential to packaging because it enables brands to educate, entertain and establish an emotional connection with consumers. This is critical at at time where we find ourselves in an overcrowded marketplace where it is harder than ever for brands to make that connection. Today your product is at the center of the conversation and it's more important than ever before that your packaging has the ability to tell a meaningful story by design. Alex Center will share how his experience working on the vitaminwater brand has taught him that storytelling, consumer collaboration, user experience design, brand personality and tapping into culture are some of the ways to design for people, not products.
About Alex Center
Responsible for the graphics, packaging, retail, interactive and industrial design vision for a portfolio of brands like vitaminwater, Powerade and smartwater, Alex’s work spans design from conception through commercialization. Before vitaminwater was purchased by Coca-Cola in 2007, Alex was instrumental in the launch of the vitaminwater brand and remains a guiding figure in the brand’s continued success. In 2011, Alex was named one of the world's 200 Best Package Designers by Lurzer's Archive magazine.