Walter Landor
1913–1995 | BORN: Munich, Germany | EDUCATION: Goldsmith College School of Art at London University
Pioneered design based on consumer research
Built one of the world’s largest brand design agencies
Walter Landor believed in designing for the consumer, not for award shows or for his peers. He constantly sought ways to better understand his audience, by testing package designs right on grocery-store shelves and asking shoppers directly for their opinions. He based design decisions on these early forms of consumer research—and built one of the world’s most successful branding agencies as a result.
Landor was an industrial designer ...
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