How to cut costs on a new product launch without cutting corners

Pursuing the best product innovation ideas

If you're partnered with a reputable product development company with a proven process, coming up with new product ideas is likely not an issue for your brand. In fact, you've probably generated list after list of blue–sky concepts that could be viable.

So, how do you decide which ones should be taken to prototyping and eventual test marketing and which ones should be left by the wayside? Which new product ideas are the right ones to put on the shelf, the ones that have staying power for the long–term?

You need a filter

A filter that helps you save money, save time and allows you to have the fewest number of people involved in the decision–making process at every phase. By no means are we suggesting the process outlined below as a replacement for traditional validation methods. But it is a great method for killing the bad ideas and making heroes of the good ones before your brand spends a ton of money going down the wrong path.

Bringing new product ideas to life in a new way

The process of bringing new product ideas to life through computer renderings features three stages. Not all of the stages may be necessary for every project, but it's important to follow the steps outlined below in consecutive order. It's also ideal that each round be analyzed, with feedback and approval given to your branding agency, before proceeding to the next stage.

Stage 1: Conceptual sketches

These are very rough thumbnail drawings done in pencil. The intent with this stage is not to wow you with design, but to make sure both agency and client are on the same page with the general concept of the new product ideas before moving forward. This is the stage to make absolutely sure the ideas are right (including shape, ergonomics, overall concept) because it takes much less time and effort to redo a pencil drawing than to affect the renderings in stages two and three.

Stage 2: Flat computerized art

In this stage, a rough framework of the shape of the product and/or packaging is created using Illustrator in the computer. These files are not built to exact specs. The designer then applies graphics to the rough shapes to simulate how the final product might look for consumers. This is the stage to revise and approve the graphics that will be seen on the packaging and any textures that are being applied to the products themselves (ie. the texture on food if you're a food or beverage company, for instance). At this stage, you may choose to do some preliminary focus grouping with the internal brand team, as well as with consumers. Ax the bad ideas accordingly.

Stage 3: Computerized 3–D models/renderings

At this stage, the agreed upon shape of the packaging/product along with the accompanying graphics are created as a 3–D model to exact specs in a separate computer program. From here, your design agency can create renderings using the 3–D models with multiple perspectives if desired. The 3–D models and renderings can be very detailed to provide a realistic vision of the end product. This stage is necessary if you want to develop a set of dimensioned drawings and/or 3D CAD files that can be used by the manufacturer for Prototyping and/or final production.

Be sure before going forward

Technology makes many things possible today, including turning lists of blue–sky ideas into viable products using a process that can save both time and money — 3–D models and renderings. Can we tell you more about how this process will lead to improved marketing ROI for your brand? Drop me a line and I'll get in touch kreedy@leereedy.com.