Description

In this episode we cover:

• [00:50] Aaron Keller Introduction
• [1:52] Aaron discusses co-founding Capsule (his design agency)
• [3:00] What is the most significant change in design practice these past 20 years?  Aaron talks about Capsule’s evolution as an agency
• [7:15] What are your clients biggest design and branding challenges right now, during COVID-19? 
• [9:45] What are some of the biggest changes for retailers during this time? How are they using digital to solve problems? 
• [12:45] Aaron defines “responsive design” and how it’s changed how designers approach their work
• [15:05]  “One size doesn’t fit all." Aaron further breaks down responsive design and why prioritizing different audiences matters
• [17:25] Mobile First vs. Mobile Only, Aaron’s take on these buzzworthy design theories
• [21:45] What are the top things to keep in mind when a project involves packaging design? 
• [24:00] How long has packaging sustainability been top-of-mind for designers or agencies like Capsule? 
• [27:00] Aaron offers advice for upcoming graphic designers in today’s world
• [28:50] Rapid Fire! Quick Questions and Fast Answers with Aaron Keller
• [30:45] How does Aaron stay current in all things digital? What’s the next big thing in digital design? 
• [32:40] Kathy and Gino’s Key Takeaways 
• [36:19] Bridging the divide between physical and digital, a key summary of the episode

Links and Resources:

• Visit Capsule
• Subscribe to Capsule’s Think & Link virtual series. 
• Buy Aaron’s book, The Physics of Brand  
• Read The Experience Economy by Joe Pine & James Gilmore
• Follow Aaron on LinkedIn
• Connect with Aaron via email: aaronkeller@capsule.com
• Follow Aaron on Twitter: @KellerofCapsule

Kathy & Gino’s Key Takeaways:

• Design can’t be only digital or only physical anymore. Responsive design means considering everywhere your design will be seen (mobile, print, packaging, desktop, etc.)
• Designers have the responsibility to bridge the divide between the physical and digital world. That’s the great challenge of the digital age.
• Think of your audience as human beings. You must first understand who they are, where they live, what they buy and why…then work your way forward. Research is so important in the digital age. 
• Great design is about more than simply how it looks; functionality that speaks to the brand must be incorporated as well. Innovations in sustainable packaging & unboxing experiences are poised to make an even bigger impact for the consumer in the coming years.

Aaron's Favorite Band to See Live: Depeche Mode!