There’s a big difference between art and design

I refer to Pippa Knight’s article Gear Shifts (DW 18 October), and her example of marketing by “segmentation”, Piz Buin (pictured).

I would like to point out that while the pack was undoubtedly attractive and well-crafted (as is the majority of Lewis Moberly’s work), it failed to communicate quickly and simply to the consumer. Consequently, within a short period of time, a redesign was commissioned and has been on the market since the beginning of the year.

My point is simple. There are times when pack design can and should be beautiful, “clever” and so on, but if it isn’t relevant or fails to achieve the fundamental of communicating with the consumer (as opposed to the design industry) then it becomes art, not design.

Don Williams

PI Design International

London W11