--- title: Why Great Insight is Crucial to Great Design description: Why Great Insight is Crucial to Great Design image: https://www.pkgbranding.com/hs-fs/file-4101451643-jpg/blog-files/insightscrutialtodesign.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Why Great Insight is Crucial to Great Design Written by Kevin Keating at PKG Consumer insights play a crucial role when developing great design. Only by understanding the consumer need can designers create brands, packaging or campaigns that solve problems and make emotional connections. ![Understanding the consumer insights to critical to creating great design.](https://www.pkgbranding.com/hs-fs/file-4101451643-jpg/blog-files/insightscrutialtodesign.jpg?width=660&height=440&name=insightscrutialtodesign.jpg) Last week Apple unveiled the latest version of the iPad--thinner, lighter, faster, as you might expect. But hidden amongst the normal fanfare was a pretty incredible statistic that 170 million iPads have been sold since the tablet launch three and a half years ago. That success was built on a stellar insight that there existed a space between the smartphone and the laptop. That insight led to not just a new product in the Apple line-up, but a whole new category. Apple's success shows how great insight fuels great design. It hit on a truth that inspires the development of a game-changer. The team here at The Big Picture spend our time gaining insights big and small into consumer and marketing challenges, to find out how design can solve them. 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All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "April 22, 2016, 3:56:31 AM", "datePublished" : "2013-10-29 14:45:00", "description" : "Why Great Insight is Crucial to Great Design", "headline" : "Why Great Insight is Crucial to Great Design", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4101451643-jpg/blog-files/insightscrutialtodesign.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```