Design as Theater by David Lemley

July 1, 2007 Lemley’s feature article for the July issue of Package Design Magazine compares the unique process of brand building with the process of method acting. Just as an actor ‘becomes’ his character, a brand ‘becomes’ those key characteristics that differentiate the brand for its competitors.

The article appears in both the print edition and the online version of Package Design.

Addressing the importance of creating ‘theatrical experiences’ around the brand, Lemley emphasizes the importance of embodying the brand’s character traits into every step of the design and development process.

Lemley states: “An actor connects with the audience based on a truthful expression of the character brought out through his own feelings, memories and experiences. By internalizing the core characteristics of the brand with the persona of the customer, the product will become that character.”

Package Design Magazine is one of the top packaging magazines in the country covering the packaging and branding of worldwide products in all industries, news and trends in package design technology, materials and innovation. With a distribution of 30,000 copies, Package Design is read by industry leaders in top consumer product companies, worldwide. For a link to the article:

http://www.packagedesignmag.com/issues/2007.06/designers.corner.shtml

Lemley Design is a retail brand consultancy with over twenty years of experience. The Seattle based firm collaborates with companies on a full range of brand identity and brand communication initiatives. Lemley Design’s clients are some of the most recognized and respected names in the retail industry including Starbuck’s, The Home Depot and Nordstrom. These companies advocate connecting with the customer on an emotional level to achieve brand loyalty and the building of significant brand equity. Lemley Design has a proven track record of achieving this goal by successfully defining the brand within the relevant cultural context.