You have to show them visually who the target audience is, explain to them why each design solution is appropriate for that audience. When you actually have a solution, it's appropriate to the consumer and not me or the brand manager. Howell says that very often, he uses a client's ideas as a starting point. It's one thing to present that and obtain their goals. But, we try to take that idea steps farther, to push that and give the client what they want and what they need.
Packaging offers a way to do that.
You're not limited by a single flap or side, you have areas you can cover. In some cases, clients will try to impose their ideas on the project, and this might lead to negative consequences. Franz says he once had to deal with such a client. If we're doing our job well, we help to lead the client into a better place. Some of them come in with their ideas fixed in stone or with monetary restrictions on what they want to do that don't allow us to explore too much with them.