Author: GetInterwoven

Exploring 7 Essential Categories of Packaging

Exploring 7 Essential Categories of Packaging

Packaging is more than just a container—packaging serves as a bridge between brands and consumers, offering both functional value and an opportunity to make a lasting visual impact. In today’s world, where commerce is king, packaging design plays a pivotal role in shaping how products are perceived, protected, and purchased. From ensuring product safety and sustainability to influencing purchasing decisions on crowded shelves, the design of a package can often make or break a product’s success. Packaging must be practical, safeguarding the product during storage and transit, while also acting as a powerful marketing tool that communicates a brand’s identity, values, and appeal. The best packaging balances functionality with creativity, using innovative materials, structures, and graphics to stand out in a competitive marketplace. At Interwoven Design, we’ve found that the most successful packaging designs involve a structural packaging designer and a graphic designer working together to bring the design to life. In this Insight article we’ll delve into the seven major categories of packaging we encounter in the design industry. Each type—whether rigid, flexible, or something in between—has its own unique features, benefits, and ideal applications. By understanding these categories, designers can make informed choices that enhance both the user experience and the product’s marketability.

 1. Primary Packaging: The First Line of Protection

stacks of colorful aluminum cans

Primary packaging refers to the layer of packaging that comes into direct contact with the product itself. Its primary purpose is to protect the product from external factors such as contamination, moisture, or damage, while also ensuring its safety and integrity. In addition to a protective role, primary packaging often carries essential information, such as product details, usage instructions, and safety warnings, making it an integral part of the consumer experience.

Examples of primary packaging are everywhere, from bottles used for cosmetics and beverages to boxes that house food items or electronic devices, and tubes designed for toothpaste or lotions. Each type serves a specific function, tailored to the needs of the product and the user. For instance, a bottle must balance durability with portability, while a tube might emphasize ease of dispensing and portion control.

When our team takes on a primary packaging project, we focus on the careful consideration of materials, functionality, and user experience. The packaging needs to be practical—suited to the contents in size and materials, easy to open, reseal, or dispose of—and it needs to align with the product’s brand identity. By addressing these factors, primary packaging becomes more than just a protective layer; it becomes a critical touchpoint that connects the consumer to the product.

 2. Secondary Packaging: Enhancing Brand Identity

Secondary packaging serves as an additional layer of protection and branding that supports the primary packaging. While it may not come into direct contact with the product, it plays a vital role in grouping products, protecting them during transportation, and creating a strong visual impact on retail shelves. Secondary packaging bridges functionality with aesthetics, helping to reinforce a brand’s identity and attract consumer attention.

Examples of secondary packaging include retail boxes, such as the sleek and sturdy boxes used for smartphones or luxury gift sets, as well as cartons and trays designed to hold bulk products or multiple units. These packaging types ensure products are secure while adding an element of sophistication and branding that resonates with the target audience.

Effective secondary packaging design requires a focus on branding elements—such as logos, colors, and typography—and attention to detail in printing and finishing. It should also prioritize shelf appeal, ensuring the product stands out in competitive retail environments. While we don’t specialize in graphic design at Interwoven Design, we know that it is critical for the graphics to be in harmony with the form. Sometimes we bring on a consulting graphics designer for specific projects to ensure this alignment. By combining durability, practicality, and visual appeal, secondary packaging elevates the overall consumer experience while reinforcing brand recognition and loyalty.

3. Tertiary Packaging: Logistics and Distribution

warehouse with boxes on a shelf

Tertiary packaging is the backbone of logistics, designed specifically for bulk handling, storage, and transport. Unlike primary or secondary packaging, its primary function is not consumer-facing but rather to ensure the safe and efficient movement of goods in large quantities. By protecting products from damage during shipping and simplifying distribution processes, tertiary packaging plays a crucial role in supply chain management.

Examples of tertiary packaging include sturdy shipping boxes and pallets that keep products stable during transit, shrink-wrap and stretch film used to bundle multiple items together, and corrugated containers that provide both strength and lightweight efficiency. These solutions help prevent damage, minimize waste, and streamline the movement of goods across warehouses and retail environments.

When designing tertiary packaging, key considerations include durability to withstand the rigors of transportation, ease of handling for warehouse and delivery workers, and sustainability. Materials should be robust enough to protect products while also being cost-effective and environmentally friendly, such as using recyclable or reusable materials. Thoughtful tertiary packaging design ensures that products arrive at their destinations intact, efficiently, and with minimal environmental impact.

4. Sustainable Packaging: Meeting Eco-Friendly Demands

sustainable toothbrushes and packaging

Sustainable packaging has become a cornerstone of modern design, addressing the growing demand for solutions that minimize environmental impact. This type of packaging is intentionally crafted to reduce waste and carbon emissions while still meeting the functional needs of product protection and usability. By prioritizing eco-friendly materials and design principles, sustainable packaging aligns with both consumer values and environmental goals.

Examples of sustainable packaging include biodegradable materials, such as compostable wrappers for food products, recycled and recyclable options like paper, glass, or certain plastics, and reusable alternatives like fabric bags or glass jars. Each approach aims to extend the life of materials, reduce reliance on virgin resources, and encourage environmentally conscious behavior among consumers.

Effective sustainable packaging design requires careful consideration of material sourcing to ensure it is ethical and renewable, life-cycle analysis to evaluate its environmental impact from production to disposal, and consumer behavior to ensure ease of use and adoption. There are many innovative tools and databases we like for researching innovative and sustainable materials for our projects. By integrating sustainability into packaging design, brands can reduce their ecological footprint while fostering trust and loyalty among environmentally conscious consumers.

5. Flexible Packaging: The Versatile Option

Flexible packaging is one of the most adaptable and efficient solutions in the packaging industry, made from lightweight materials such as plastic films, paper, or foil. This type of packaging is commonly used for food, beverages, and consumer goods, offering a cost-effective way to protect products while enhancing portability and convenience. Its lightweight nature also makes it a more sustainable option compared to rigid alternatives, as it reduces transportation energy and material waste.

Examples of flexible packaging include pouches for snack foods or pet foods, laminated bags often used for coffee packaging, and flexible plastic films for items like produce or frozen goods. These formats are particularly valued for their ability to maintain product freshness, provide a compact and space-saving solution, and often include user-friendly features like resealable closures.

When designing flexible packaging, key considerations include space efficiency for both storage and transportation, high-performance barrier properties to protect against moisture, air, and light, and ease of use to enhance consumer experience. With its versatility and practicality, flexible packaging continues to be a go-to choice for industries looking to balance functionality, cost, and convenience.

6. Luxury and Specialty Packaging: Elevating the Brand Experience

Dior ring packaging

Luxury and specialty packaging is designed to make a statement, creating a premium, visually striking, and tactile experience that enhances the perceived value of high-end products. It’s not just packaging—it’s an extension of the product’s identity, communicating exclusivity, sophistication, and quality to consumers. This type of packaging is often used for premium items where the unboxing experience plays a significant role in brand storytelling.

Examples include elegant gift boxes for jewelry or high-end cosmetics, embossed or foil-stamped materials that add texture and brilliance, and custom-designed containers like ornate glass bottles for perfumes or luxury wine packaging. These elements combine to create a sense of indulgence and uniqueness that sets the product apart.

Designing luxury and specialty packaging involves using high-quality materials, such as fine paper, glass, or metal, and incorporating intricate design elements like embossing, debossing, or metallic foiling. Special finishing techniques, including matte or glossy coatings, magnetic closures, or fabric linings, further elevate the packaging’s appeal. By investing in thoughtful and distinctive design, brands can forge an emotional connection with consumers, turning the packaging itself into a memorable part of the product experience.

7. Interactive and Smart Packaging: The Future of Packaging

Interactive and smart packaging is revolutionizing the way consumers engage with products, blending technology with design to create a dynamic, functional, and engaging user experience. By incorporating innovative features, this type of packaging goes beyond its traditional roles of protection and branding, offering consumers added convenience, deeper product insights, and memorable interactions.

Examples of interactive and smart packaging include QR codes that provide product tracking, promotional offers, or access to exclusive content; smart packaging solutions like temperature-sensitive labels that indicate freshness or RFID tags for inventory management; and augmented reality experiences that transform packaging into an interactive digital platform. These advancements enhance not only the usability of packaging but also the consumer’s connection with the brand.

Designing interactive and smart packaging requires thoughtful integration of technology to ensure it aligns seamlessly with the product and brand. Usability is key—consumers should find the technology intuitive and beneficial. Additionally, designers must focus on creating engaging and meaningful interactions that enhance the overall experience while keeping practicality and production costs in mind. With its ability to combine innovation with storytelling, interactive and smart packaging represents the cutting edge of the packaging industry.

Packaging Trends and Final Thoughts

The packaging industry continues to evolve, driven by changing consumer demands and advancements in technology. Current trends such as minimalist design, eco-conscious materials, and personalized packaging highlight the shift toward simplicity, sustainability, and customer-centric solutions. Emerging innovations like smart packaging, direct-to-consumer models, and enhanced sustainability practices are reshaping how products are delivered and experienced. Looking ahead, the future of packaging may include predictive packaging that anticipates consumer needs, AI-enhanced designs that optimize functionality and aesthetics, and greater transparency in the supply chain to build trust and accountability. Check out Packaging of the World and Lovely Package for some packaging inspiration, two of our favorite places to catch up on the current trends.

As we’ve explored, each category of packaging plays a unique role in product design, from protecting and transporting goods to elevating brand identity and consumer engagement. In today’s market, thoughtful, sustainable, and innovative packaging is no longer optional; it is essential. Designers have a responsibility to create packaging that not only serves its functional purpose but also considers its emotional and environmental impact. By embracing these trends and pushing the boundaries of what packaging can achieve, designers can lead the way in shaping a more sustainable and connected future for the industry.

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Check out the rest of our Insight series to learn more about the design industry. Sign up for our newsletter and follow us on Instagram and LinkedIn for design news, multi-media recommendations, and to learn more about product design and development!

A Q&A with Packaging Designer Loreta Haaker

A Q&A with Packaging Designer Loreta Haaker

Spotlight articles shine a light on designers we admire, asking leaders in the field about their work and their design journey. In this interview we spoke with industrial designer and packaging design expert Loreta Haaker. From Lima to New York, Haaker has carved a distinctive path in the world of design, blending ingenuity with poetic storytelling. Her work—spanning furniture, soft goods, packaging, and food design—reflects a deep connection to her Peruvian roots, childhood memories, and the real as well as the magical elements of Latin American culture.

portrait of industrial designer Loreta Haaker
Photo courtesy of Loreta Haaker.

A graduate of Pratt Institute and Pontificia Universidad Católica del Perú, Loreta’s design philosophy fuses contemporary trends with an intuitive sense of materiality and form. Her approach is both precise and playful, crafting objects that evoke powerful experiences. Recognized early in her career as one of Cosas Design magazine’s top emerging designers, her work has since been showcased in Lima, Milan, Miami, and New York. We know all about Loreta’s talent here at Interwoven Design as she works on our social media team, creating the fantastic graphics you see on all our platforms, especially Instagram! We asked her about the collaboration between graphic packaging design and structural packaging design, where she sees innovation in the market, and where she looks for inspiration.

Q:

How did you get into packaging design?

A:

My journey into packaging design began in 2018 with a role as an industrial designer specializing in structural packaging at Ammunition, a leading design studio in California. Their Brooklyn studio in DUMBO focused exclusively on packaging, making it the perfect environment to dive in.

There, I learned that packaging design isn’t just about protection—it’s about the experience. I explored how packaging could extend the product’s story, incorporating innovation and sustainability. I soaked up every bit of knowledge I could. You have a preview of what packaging design is like at school, but it’s way more than you expect. That was my first experience, that was the first time I heard the term ‘structural packaging.’ It involves engineering because there are constraints around capacity and dimensions. If you just hear ‘packaging designer’, it might mean either graphics or structure, or both. Usually an industrial designer will call themselves the structural packaging designer, which is everything that’s not the graphics.

Later, in 2021, I began consulting for a beauty and cosmetics company in Peru. Over the past three years, I’ve worked on diverse packaging solutions: glass fragrance bottles, plastic makeup containers, and limited-edition cardboard boxes. Structural packaging design involves close collaboration with engineers, as factory production requires meeting technical specifications and restrictions.

Q:

You are part of the IW design team but you work remotely from Peru—could you tell us how that came about?

A:

Yes, I started with Interwoven Design right after graduating from the MID program at Pratt. I worked full-time during the summer of 2017. After that, I stayed in touch, collaborating on projects in New York on different occasions between 2018 and 2020. Since 2021, I’ve been working with IW remotely as a freelancer, and it’s incredible to think it’s been almost seven years since I first joined the team! The story actually began even earlier, in 2016, when I took Rebeccah’s Soft Goods class at Pratt. It was my first real exploration into soft materials and sewing, and it turned out to be one of the most memorable and impactful electives I’ve ever taken. She was doing a lot of technology components with other students in my class but I’m not that techie, so for me it was a perfect start in soft goods. I really like products made of fabric. That project was super interesting for me because I had never worked on a soft goods project before, even though I did my undergrad in ID.

I got my master’s in design at Pratt because the field had expanded so much around 3D printing and technology for prototyping between 2010 and 2020. After that semester, I partnered with Interwoven Design on a soft goods project, then it was in the summer and I stayed involved, working on different projects. At that point it was mostly conception or research. When I started working remotely, we already had a strong relationship.

After my master’s degree and after the pandemic, it was easier to work remotely. I could take advantage of that flexibility and be home [in Peru] while staying in touch with my clients. So that was great: that I could be back home but still have the rush of working in a global market in New York. 

Q:

What are some of the other types of work you do?

A:

As an industrial designer, my skills range from design thinking and concept development to hands-on exploration and making. While I’ve become a bit of a packaging expert—creating out-of-the-box experiences for consumer products—I’m always open to new opportunities and projects.

The fields I’ve explored include furniture, soft goods, accessories, food design, beauty and cosmetics, structural packaging, and product photography. I do a lot of cosmetics and beauty packaging. I don’t know why but I started getting a lot of clients who need packaging. I think packaging is something that moves a lot. Many of the branding companies I work with don’t have an in-house structural designer, and that caught my attention. I realized that I could offer structural packaging to different design studios. Some people call structural packaging secondary packaging, while primary will be something that touches the product. Then secondary packaging would be the box around the primary container.

Q:

Your Advent Calendar project won an award at the Latin America Design Awards last year. Could you tell us about it?

A:

esika Advent Calendar structural packaging design by Loreta Haaker
ésika Advent Calendar

Yes! It was a holiday unboxing experience for the beauty brand ésika—a limited-edition Advent Calendar. I was the structural packaging designer lead and collaborated with graphic designer Sandra Lanfranco. She added all the vibrant colors and finishing touches to the project. It was an advent calendar in the shape of a 5-sided Christmas tree that unfolded into a 360 degree display with 25 beauty products inside.

We had a lot of freedom because a calendar isn’t a traditional product, the packaging silhouette isn’t predetermined. We decided to play around with the shape, asking, How it could be a box without being a box? The only thing we needed to keep in mind was that we had to have 25 items and 25 ways to open it to access those items. Besides that it could be whatever you wanted. We were thinking about how we could make it a more contemporary structure, something that could display or be unboxed in different ways that could surprise you or give you a different feeling when you open it. Maybe it comes flat, and as you open it becomes a 3D structure.

esika Advent Calendar structural detail
ésika Advent Calendar detail

We made a lot of mockups, small ones. We realized we could fit a lot of sections if we thought about a 360 degree shape with pockets all around. As we were breaking down 25, we thought 5 sides would make sense. We wanted it to be so beautiful that you would want to leave it standing even once it was empty, and bring it out every Christmas. When you work together with the graphic designers, the concept is so much better, and the process invites more innovation. That really helped the strength of the project as a competition submission. We also created a mini version with three sides, each highlighting a best-selling beauty product.

The project was recognized by the Latin America Design Awards 2024 in Brazil and the Pentawards 2024 in London, earning bronze in both competitions for Brand Identity and Connected Packaging. This was my first time submitting a packaging project, and receiving this recognition was such an honor!

Q:

You do both industrial and graphic design. How do you integrate structural and graphic elements in packaging? 

A:

I do both, but my graphic skills are more intuitive—a way to communicate and reinforce ideas. While I don’t have formal training in graphic design, I’ve always had a strong visual sense and a love for it. For larger or more complex projects, I collaborate with graphic experts to co-create the best results.

Here’s how I see the relationship:

Structural packaging is the blueprint: it ensures the product is protected, functional, and user-friendly. Structural packaging offers protection for transport and display, functionality and ease of use, efficiency for display and logistics, and sustainability in materials and recyclability.

Graphic design gives the package its personality. It helps products stand out, communicate key benefits, and build emotional connections. Graphic design attracts attention, establishes brand identity, communicates product benefits, evokes emotions, and builds loyalty.

For me, a successful package seamlessly combines both elements. It’s vital to consider structural and graphic design together from the very start.

Q:

How does that collaboration go if you are working with a graphic design team? 

A:

For the advent calendar project we were on a team together from the beginning. We decided, Okay let’s prioritize the structure, the visual 3D form, and then we’ll work on the graphics. We did do that, but that whole time I was in conversation with the graphic designers, showing them my work. They started creating graphic design moodboards around my early ideas, and ideating alongside me even though the design isn’t finalized. That’s one way to do it.

Another example is a project for a jewelry designer client of mine, a sculptor who’s doing jewelry. I was designing boxes for her. She already had her branding, her logo, and things like that. She had the vision of what she wanted and then I asked, What’s the best way to apply that graphic content, that is already developed, to new packaging? I’m thinking about her brand: she’s working with her clients all the time. I thought we could do something artistic, like an origami box that could unfold flat so she could hand draw on it. Then on the other side would be the logo and business information. She was an artist and she sketches like crazy, so that was one of my suggestions, We could use a super nice paper, we won’t add any glue, and then why not try to draw on it to personalize it and see what happens? I finalized the project with that idea for future personalization, and now I see those personalized boxes on her Instagram, whenever she has a special item she creates this beautiful artwork on the packaging and it’s exactly how I envisioned it. It’s so amazing.

Loreta Haaker Quote Design isn't just about protection - it'a about the experience.

Another way to work with graphic designers is through brand agencies that decide, Okay let’s go full circle with this rebrand. I was working with an agency that was doing a rebrand for a bakery. They said, Let’s create a new look and feel, and we definitely need packaging because we want to stand out. For bakeries, everything looks the same, on the market. Everything looks the same. In this case we were looking for something super minimalistic. I had a small brief for the project, so the look and feel was already kind of set. They didn’t know how they wanted the packaging to look but they knew how they wanted it to feel. I was creating a system of packaging, where each size has a different purpose.  I was thinking about the proportions that would make sense. The tiny one is a perfect square. The second one will be the same height but twice as wide. The third and fourth would be proportionally related, scaling up. There was a look and feel but I had a lot of freedom around the dimensions. They already had a logo, so we played around with the best way to apply that logo, and the best colors. There were requirements in place, and the packaging needed to look good with the assets they already had. I went back and forth with the graphic designers to make sure that all of the elements were harmonious. If the teams are too independent, you can get graphic and structural designs that don’t look good with each other.

Q:

What role does unboxing play in your design considerations?

A:

Unboxing is one of the most exciting aspects of packaging design. It’s the moment when the user interacts with the product for the first time, and it sets the tone for their overall experience. I always aim to make this process smooth and enjoyable, elevating the product inside. There’s something special about unboxing—whether it’s the anticipation or the reveal—and I always keep that emotional connection in mind.

Q:

How do you test the functionality and durability of your packaging designs?

A:

The process starts with mock-ups to test basic concepts and usability. Afterward, prototypes are created for more detailed evaluations. On a larger scale, an engineering team often steps in to conduct rigorous tests on materials and structural performance, ensuring the packaging meets all functional requirements.

One of the biggest challenges today is addressing the environmental impact of packaging. Designers must be mindful of reducing waste, avoiding single-use plastics, and eliminating excessive materials.

To tackle this, I focus on sustainability by selecting eco-friendly alternatives and exploring innovative designs that optimize efficiency. It’s about finding solutions that balance creativity, functionality, and environmental responsibility.

Q:

Where are you seeing innovation in the market? What role does sustainability play?

A:

Absolutely! I’m particularly inspired by the increasing use of biodegradable and renewable materials. Plant-based options are becoming more common—they’re not only environmentally friendly but also have a forward-thinking aesthetic that resonates with modern consumers.

Examples of sustainable innovations include materials designed to disappear, such as algae-based solutions, from seaweed, and naturally grown packaging like mycelium, from mushrooms. These solutions represent a significant shift towards sustainability and demonstrate how nature-inspired designs can shape the future of packaging. 

Q:

How do you approach the design process for packaging compared to consumer products or furniture?

A:

The process is largely the same: research, ideation, conceptualization, exploration, design development, 3D modeling, technical drawings, and prototyping.

What’s different with packaging is the need to consider the product it contains. I typically receive a brand brief from the client and technical specifications from engineers. From there, I create mood boards and develop concepts that connect the product and its packaging in a cohesive way. Everything starts with research. Research everywhere. The farther from your starting point, the better. Take the bakery packaging example, I had seen a lot of different packaging solutions that are not related to bakeries, for example cosmetics, but there can be a nice relationship between the two. For beauty there is a lot of harmony with science, so cross-pollinating can work well. One idea for future development that I suggested for the bakery packaging was an external element, I pulled out some beautiful off-white shoelaces I had and tied it onto the smallest box. It made these tiny beautiful desserts feel special. They weren’t sure about it but they really loved the idea.

Q:

Where do you look for inspiration?

How to Wrap 5 Eggs Book Cover
How to Wrap Five Eggs by Hideyuki Oka

A:

Inspiration is everywhere, especially in everyday objects. Recently, I noticed a minimalist packaging solution at a bakery—a chocolate bear box with a locking detail shaped like a little bow. It was such a small touch but made all the difference. 

I also find inspiration in books. My favorite is the “Packaged for Life” series published by Victionary, which celebrates packaging that brings joy to daily life. I own the Coffee & Tea, Scent, and Chocolate editions. Chocolate is my favorite!

Another book I treasure is How to Wrap Five Eggs: Traditional Japanese Packaging by by Hideyuki Oka. It’s a stunning exploration of natural materials and traditional craft techniques, and it’s a constant reminder of the beauty in simplicity.

For me, nature is the ultimate source of inspiration. Spending time outdoors helps me reset and sparks new ideas. When I find something particularly special, I capture it with my instant camera and keep it as a memento—these snapshots often become seeds for creative exploration later on.

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Deep Dive:3 Brilliant Design Storytelling Case Studies

Deep Dive: 3 Brilliant Design Storytelling Case Studies

Great brands don’t just sell products—they tell stories that resonate, inspire, and build lasting connections. In an era where consumers seek authenticity and purpose, brands that master design storytelling stand out. A compelling brand narrative isn’t just about marketing—it’s about shaping perceptions, building trust, and forging emotional bonds with customers and, in the case of agencies like Interwoven Design, clients. It’s not about the what, it’s about the why. Every month, we feature staff picks around a theme. This month’s theme is design storytelling, and three of our staff members shared a brand they admire. In this Insight article, we’ll look closely at those three brands, trying to understand just what is so good about their brand storytelling. 

This deep dive explores how Warby Parker, Rains, and Dove have crafted compelling brand narratives that go beyond selling products, shaping industry conversations and customer loyalty. From disrupting outdated business models to blending function with emotional appeal and championing social change, these three companies offer a masterclass in how design, messaging, and mission come together to create powerful, enduring brands. In the sections that follow, we’ll break down each brand’s unique storytelling strategy, outlining the pillars that work together to create their unique brand story. Designers can view these brand pillars as roadmaps for design storytelling, pulling compelling elements for consideration when building their own product and brand narratives. 

Case Study #1. Warby Parker: A Masterclass in Disruption Storytelling

Company Overview

woman holding warby parker glasses

Warby Parker is a direct-to-consumer eyewear disruptor, founded in 2010 to challenge the monopoly-driven eyewear industry. By eliminating the middleman and offering designer-quality frames at a fraction of traditional retail prices, the brand redefined how consumers buy glasses. Warby Parker didn’t just sell eyewear—it built a lifestyle brand that merges affordability, innovation, and social impact. Their Buy a Pair, Give a Pair program has provided millions of glasses to those in need, reinforcing their commitment to accessibility, ethical business, and a customer-first approach to retail.

What Makes Warby Parker a Storytelling Success?

1. A Clear Origin Story: Disrupting an Industry

Warby Parker’s brand story starts with a relatable pain point: expensive prescription glasses dominated by a few corporate giants. The company was born from a simple yet powerful idea—why should consumers overpay for eyewear when it could be made better, cheaper, and more stylish? By positioning themselves as the rebellious innovator against an outdated system, Warby Parker created an underdog narrative that resonated with customers.

2. A Seamless, Customer-Centric Experience

Warby Parker’s Home Try-On program is a perfect example of experiential storytelling. Instead of just selling glasses, they offer an engaging journey:

  • Try five frames at home for free.
  • Involve friends and family in the selection process.
  • Make buying glasses an effortless and enjoyable experience.
    This transforms a traditionally frustrating purchase into a personal and social event, reinforcing the brand’s values of accessibility and ease.

3. Purpose-Driven Messaging: Doing Good, Not Just Selling

Their Buy a Pair, Give a Pair initiative is a core part of their brand DNA, not just a marketing tactic. By aligning their business with a larger mission—improving global vision care—Warby Parker taps into the emotional side of design storytelling, making customers feel like partners in a movement, rather than just buyers.

4. A Distinctive Voice & Visual Identity

Warby Parker’s branding is witty, charming, and effortlessly cool. Their website, ads, and even product descriptions use playful yet sophisticated language—making eyewear feel exciting rather than clinical. The brand’s minimalist, modern design aesthetic reinforces its stylish and accessible positioning, creating a cohesive experience across every touchpoint.

5. Omnichannel Engagement & Digital Storytelling

Warby Parker seamlessly integrates its storytelling across online and offline experiences:

  • Virtual Try-On tools leverage AR to bring the brand’s personalized shopping experience into digital spaces.
  • Brick-and-mortar stores are designed like libraries, reinforcing an intellectual, thoughtful brand personality.
  • Social media engagement feels personal, featuring real customer experiences and behind-the-scenes glimpses of the brand’s journey.

Warby Parker’s Storytelling Formula

warby parker glasses on a table
  • A compelling problem-solution narrative (expensive glasses vs. affordable, stylish alternatives)
  • Customer experience as part of the brand story (Home Try-On makes buying glasses interactive)
  • A brand mission that drives emotional connection (Buy a Pair, Give a Pair)
  •  A distinctive tone, aesthetic, and voice (witty, stylish, and effortless)
  •  Omnichannel storytelling that feels unified and intentional

Warby Parker isn’t just selling glasses—it’s inviting customers into a movement. We really admire how welcoming and inclusive this story is. Their success proves that great branding isn’t just about what you sell, but how you make people feel and the story you tell.

Case Study #2. Dove: A Masterclass in Purpose-Driven Brand Storytelling

Company Overview

dove Real Women Real Beauty campaign image

Dove, a personal care brand under Unilever, is renowned for its moisturizing soaps, body washes, shampoos, and skincare products. Launched in 1957 with its iconic Beauty Bar, Dove has evolved into a global leader in self-care, standing out not just for its products but for its commitment to redefining beauty standards. Through purpose-driven marketing and emotionally resonant campaigns, Dove has positioned itself as a champion of real beauty, body confidence, and inclusivity.

What Makes Dove a Storytelling Success?

1. A Strong Brand Purpose: Redefining Beauty for Real Women

Dove’s storytelling success is rooted in its powerful and consistent mission:
“To help women everywhere develop a positive relationship with the way they look, raising their self-esteem and realizing their full potential.”

Unlike traditional beauty brands that focus on aspirational, unattainable perfection, Dove celebrates authenticity and self-acceptance. This emotional and cultural positioning has made it one of the most trusted and relatable beauty brands in the world.

2. The “Real Beauty” Movement: Storytelling That Sparks Change

Dove’s 2004 “Real Beauty” campaign was a watershed moment in advertising. Instead of featuring models, Dove showcased real women of all ages, shapes, ethnicities, and sizes, challenging the industry’s narrow beauty ideals. This bold, values-driven approach turned Dove into a brand synonymous with body positivity and self-love.

Key storytelling moments include:

  • “Real Beauty Sketches” (2013) – A viral campaign where women described themselves to a forensic artist, revealing how self-perception is often more critical than reality.
  • “#ShowUs” (2019) – A collaboration with Getty Images to create a library of inclusive, unretouched photos of real women, challenging beauty stereotypes in media.
  • “Reverse Selfie” (2021) – Addressing the impact of social media filters on young girls’ self-esteem, reinforcing Dove’s commitment to mental well-being.

By focusing on deeply personal, emotional storytelling, Dove makes its brand purpose tangible and relevant.

3. Authentic Representation & Inclusive Messaging

Dove ensures that its branding reflects its real beauty philosophy at every touchpoint:

  • No retouching or airbrushing in ads, reinforcing transparency.
  • Featuring diverse women in campaigns, normalizing different body types, skin tones, and hair textures.
  • Expanding product lines for all skin and hair types, making inclusivity a core part of its offerings.

By embedding authentic representation into its DNA, Dove builds trust and emotional loyalty with consumers.

4. Social Impact & Brand Activism

Dove’s storytelling isn’t just about ads—it’s backed by real action:

  • The Dove Self-Esteem Project (2004–present) provides educational resources for parents and schools, helping millions of young people build confidence.
  • Partnerships with NGOs focused on mental health, body image, and gender equality.
  • Commitment to sustainability, using 100% recycled plastic bottles and ethically sourced ingredients.

By aligning profit with purpose, Dove transforms its brand story into meaningful social impact.

5. A Consistent, Human-Centered Brand Voice

Dove’s storytelling is powerful because it’s relatable, empathetic, and uplifting.

  • Conversational yet inspiring tone makes consumers feel like part of a movement.
  • Real people, real stories approach fosters authenticity.
  • Focus on empowerment rather than perfection shifts the beauty narrative.

Unlike traditional beauty brands that promote transformation through products, Dove promotes self-love and confidence—something much deeper and lasting.

Dove’s Storytelling Formula

woman facing the sun
  • A clear and purpose-driven brand mission (redefining beauty and promoting self-esteem)
  •  Authentic and inclusive representation (real people, unretouched images, diverse beauty)
  • Emotionally resonant campaigns (powerful, viral storytelling that sparks conversations)
  • Real-world impact beyond marketing (educational programs, activism, and mental health advocacy)
  • A relatable, human brand voice (empathetic, empowering, and socially responsible)

Dove isn’t just selling soap—it’s selling self-confidence. We admire the beauty of Dove’s story, but what truly sets them apart is their willingness, time after time, to spend the money and the time to launch campaigns that show the sincerity of their words. They are constantly bringing their marketing back to the central core of the story. By prioritizing authenticity over aspiration, Dove has transformed from a beauty brand into a cultural movement, proving that the most powerful brand stories are the ones that genuinely uplift and inspire.

Case Study #3. Rains: A Masterclass in Modern Minimalist Storytelling

Company Overview

rains backpack grey

Rains is a Danish lifestyle brand specializing in contemporary rainwear, known for its minimalist Scandinavian aesthetic, functional design, and urban appeal. Founded in 2012, the company reimagines traditional waterproof outerwear, elevating it from a necessity to a fashion statement. By combining innovative materials with sleek silhouettes, Rains has positioned itself as a global leader in stylish, weatherproof apparel that merges form with function.

What Makes Rains a Storytelling Success?

1. A Clear, Focused Brand Narrative: Reimagining Rainwear

Rains was built around a singular mission: to redefine rainwear as stylish, versatile, and essential for modern urban life. Instead of treating wet weather as an inconvenience, the brand embraces it as a lifestyle and aesthetic choice. This philosophical shift transforms rain from an obstacle to a design opportunity, making their products desirable beyond function alone. We think this story shines through everything they do and make, making them a wonderful brand to consider when learning about best practices for design storytelling.

2. Scandinavian Minimalism as a Signature Identity

From branding to product design, Rains embodies the Danish design ethos of simplicity, practicality, and timeless appeal. The brand’s color palette—muted earth tones, deep neutrals, and soft pastels—aligns with its modern, unisex, and urban identity. Even the name Rains is a study in minimalist storytelling: simple, direct, and evocative of the brand’s entire purpose.

3. Function Meets Fashion: Turning Utility into Desire

Rains elevates rainwear by merging technical innovation with contemporary aesthetics. Their signature polyurethane-coated fabrics provide waterproof protection with a smooth, matte finish, making the materials both practical and premium-feeling. By designing products that seamlessly transition from outdoor gear to fashion-forward statement pieces, Rains shifts its category from weatherwear to lifestyle apparel.

4. Visual and Experiential Storytelling

Rains’ design storytelling is deeply visual, atmospheric, and immersive. Their campaigns feature moody, cinematic imagery of urban landscapes, foggy streets, and rain-soaked cityscapes, reinforcing the romance of rainy weather. The brand creates a cohesive world where rain is not a hindrance but an integral part of an aspirational, design-conscious lifestyle.

5. A Seamless Omnichannel Experience

Rains’ storytelling extends across all touchpoints, creating a consistent and immersive brand universe:

  • Retail stores feel like architectural experiences, using clean lines and industrial materials to mirror their minimalist aesthetic.
  • Social media and digital campaigns feature striking editorial imagery, reinforcing the idea that Rains is not just about outerwear but about a lifestyle.
  • Website and e-commerce channels offer a sleek, intuitive experience, reflecting the brand’s focus on functional elegance.

6. Sustainability as a Brand Pillar

Rains subtly integrates sustainability into its design storytelling, aligning with growing consumer demand for responsible fashion. The company focuses on long-lasting materials, responsible sourcing, and durability—promoting the idea that a well-designed, timeless raincoat can reduce consumption and waste. By positioning their products as investment pieces rather than disposable fast fashion, Rains strengthens its premium, purpose-driven identity.

Rains’ Storytelling Formula

  • A clear and focused brand mission (reinventing rainwear as a lifestyle choice)
  • A signature aesthetic and design philosophy (Scandinavian minimalism and functionality)
  • Visual storytelling that reinforces the brand world (cinematic, atmospheric campaigns)
  • A seamless omnichannel experience (retail, digital, and social media align perfectly)
  • Subtle sustainability messaging (quality, longevity, and mindful design)

At Interwoven Design, we love when there is a seamless harmony between the brand and the products it creates. Rains is a brand like this; clean Scandinavian minimalist products from a clean Scandinavian minimalist brand. They pair a clear and simple message with a clear and simple aesthetic. Rains has successfully transformed rainwear from a necessity into an aspirational fashion statement, proving that even the most functional products can be elevated through great design and storytelling.

More Than Just a Brand

Great design storytelling isn’t just about selling a product—it’s about crafting a narrative that resonates, builds trust, and fosters long-term loyalty. Warby Parker, Rains, and Dove each demonstrate how brands can use storytelling to carve out a unique identity, connect with consumers on a deeper level, and even challenge industry norms. Warby Parker disrupted the eyewear space by merging affordability with purpose, Rains transformed functional outerwear into a lifestyle statement, and Dove redefined beauty marketing through authenticity and empowerment. Their success proves that when design, mission, and messaging align, a brand becomes more than just a company—it becomes a movement. As businesses look to strengthen their own narratives, these case studies serve as powerful examples of how storytelling can shape not just perception, but lasting impact. Check out our other staff picks on the Interwoven Design Instagram channel for more great industry recommendations!

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Design for Social Justice: Honoring the Legacy of MLK

Design for Social Justice: Honoring the Legacy of MLK

In honor of Black History Month, we’re taking a moment to reflect on the intersection of design and social justice, inspired by the enduring legacy of Dr. Martin Luther King Jr. His fight for equality, dignity, and inclusion reminds us that the choices we make—whether in activism, policy, or design—have the power to shape a more just world. Design is not just about aesthetics or functionality; it’s a tool for empowerment and systemic change. At Interwoven, we pride ourselves on having a diverse team from all over the world, and we know it makes our work stronger. In this Insight article, we explore how designers can honor Dr. King’s vision through design for social justice; creating solutions that dismantle barriers, amplify underrepresented voices, and foster equity in every corner of society.

Embodying MLK’s Vision Through Design

Dr. Martin Luther King Jr at Lectern

Dr. Martin Luther King Jr. envisioned a society where justice and equality weren’t just ideals but tangible realities. He spoke of the “fierce urgency of now,” urging people to take action against injustice wherever it exists. Designers, too, have a responsibility to act with urgency and purpose, using their skills to tackle issues like poverty, racism, and discrimination. Design that embodies MLK’s vision isn’t just about creating something functional; it’s about fostering dignity and inclusion. 

While the challenges of inequality may feel overwhelming, design provides a pathway to bridge gaps between communities and create systemic change. By designing with empathy and inclusivity, we can address issues such as unequal access to education, the digital divide, or the lack of representation in media and technology. Designers hold the power to influence not just products or spaces but also perceptions, behaviors, and policies. By embedding the principles of justice and equality into their work, designers can help dismantle the systems that perpetuate exclusion and create a world that reflects the ideals Dr. King fought for—a world where everyone has the opportunity to thrive.

Strategies for Designers to Address Social Inequality

By tapping into the following resources and strategies, designers can begin to dismantle systemic barriers and build more inclusive, equitable futures.

Empathy-Driven Research

The first step in designing for social justice is understanding the lived experiences of marginalized communities. Empathy-driven research involves going beyond assumptions and engaging directly with those who are most affected by systemic inequalities. This might mean conducting ethnographic research, hosting co-creation workshops, or working alongside community leaders to identify the specific needs of a group. At Interwoven, we find ethnographic research to be incredibly powerful. Witnessing a community firsthand can provide deep insights into how they interact with their environment and with each other, leading to innovative insights that become the core of a design solution.

Inclusivity in Design Processes

To create equitable solutions, it’s essential to involve diverse voices throughout the design process. A more inclusive team ensures that a variety of perspectives, cultural contexts, and lived experiences inform the final product. Here are some key practices for inclusive design:

Focus on Universal and Accessible Design

Dr Martin Luther King Jr in a crowd

Universal design goes beyond meeting the needs of a specific group and aims to create products, spaces, and systems that are usable by everyone, regardless of ability, age, or socioeconomic status. Accessible design focuses specifically on ensuring that people with disabilities are not excluded. We believe that all design must be universal and accessible, and we bake it into our process from the start. Here are some practical steps for universal design:

  • Integrate accessibility guidelines into your design process (e.g., WCAG for digital products).
  • Consider physical, cognitive, and sensory abilities in product development.
  • Prototype and test with diverse user groups to identify barriers early.
  • Resources to Explore:

Sustainability and Justice

Social and environmental justice are deeply interconnected. Designers can address both by creating sustainable products and systems that benefit underserved communities. For example, affordable solar-powered devices can bring electricity to off-grid areas, and circular design principles can reduce waste in low-income neighborhoods. Here are some key sustainable design principles:

  • Source materials ethically and sustainably.
  • Consider the entire lifecycle of a product, including its disposal and reuse.
  • Prioritize affordability and accessibility in sustainable solutions.
  • Resources to Explore:

Building Your Knowledge and Network

To create meaningful change, designers must continuously educate themselves about social justice issues and connect with others doing this important work. Attend conferences, read books, and follow organizations at the forefront of inclusive and equity-focused design.

Case Studies: 4 Design Solutions that Advance Social Justice

The following case studies illustrate the transformative power of design to address social injustices and inequities. Each project, while addressing a specific need, contributes to the larger goal of creating a more just and inclusive world. By learning from these examples, designers can reimagine their own work to honor the values of equity and inclusion.

1. Accessible Packaging: Kellogg’s NaviLens Codes

Kellogg's Cornflakes box

Kellogg’s introduced packaging with NaviLens codes to make grocery shopping more inclusive for visually impaired consumers. These QR-style codes can be scanned from a distance using a smartphone, providing information such as product name, ingredients, and preparation instructions through audio. This innovation not only enhances accessibility but also promotes independence and dignity for individuals with visual impairments.

2. Universal Design in Public Spaces: Curb Cuts and Tactile Paving

Curb cuts, initially designed to help wheelchair users, have become a universal design feature in urban landscapes, benefiting people with strollers, delivery carts, and bicycles. Tactile paving, which uses textured ground surfaces, guides visually impaired individuals through public spaces like sidewalks and train stations. These simple yet powerful designs ensure public spaces are accessible to people of all abilities.

3. Community-Centered Initiatives: Brightmoor Maker Space

The Brightmoor Maker Space in Detroit empowers local residents, particularly youth, to develop skills in woodworking, digital fabrication, and entrepreneurship. By providing tools, training, and mentorship, this community space fosters economic opportunities and builds confidence among participants while addressing systemic inequities in education and employment.

4. Technology for Representation: Adobe’s Diverse Voices Initiative

Adobe launched the Diverse Voices campaign to promote inclusivity in digital design by showcasing creatives from underrepresented backgrounds. This initiative provides a platform for minority artists, highlighting their work while offering educational resources to help other designers create culturally sensitive and representative content.

Inspiring Designers to Take Action

Dr. Martin Luther King Jr. once said, “Life’s most persistent and urgent question is, ‘What are you doing for others?’” This question challenges designers to think critically about their work and the impact it has on society. To truly honor Dr. King’s legacy, designers must go beyond aesthetics or functionality and consider how their designs can address inequality, amplify underrepresented voices, and create opportunities for all.

Guiding Questions for Designers

To begin incorporating social justice into your work, ask yourself:

  • Who are the most vulnerable or underserved stakeholders in my project?
  • How can my design solutions empower and uplift these individuals or communities?
  • Am I collaborating with the people I’m designing for, or imposing solutions from the outside?
  • Is my design equitable and inclusive in practice, not just intent?

These questions serve as a starting point to critically evaluate your design processes and outcomes, ensuring that justice and equity are central to your work.

Practical Ideas for Social Justice Projects

Justice spelled in scrabble tiles

Designers can make a tangible impact by tackling projects that address systemic inequities. Here are a few ideas to inspire action:

  1. Redesign Public Signage for Accessibility:
    Create multilingual, easily readable, and universally understood public signs to better serve diverse populations, consider incorporating icons or pictograms instead of or in addition to language.
  2. Affordable Assistive Devices:
    Develop low-cost tools like prosthetics, mobility aids, or sensory devices for individuals with disabilities, especially in low-income communities.
  3. Educational Kits for Underserved Youth:
    Design creative learning kits or online platforms to teach STEM and design skills to students in underrepresented areas, helping bridge educational gaps.
  4. Combat Food Deserts:
    Reimagine urban spaces by designing community gardens, mobile food markets, or apps that connect people in food deserts with affordable, healthy options.
  5. Improve Voting Accessibility:
    Design systems or tools that make voting more accessible for individuals with disabilities, non-native speakers, and those without reliable transportation.
  6. Amplify Underrepresented Voices:
    Build platforms that spotlight creatives and innovators from marginalized backgrounds, ensuring their work reaches a broader audience.
  7. Human-Centered Homeless Shelters:
    Reimagine the design of shelters to prioritize dignity, safety, and a sense of community for unhoused individuals.

Start Small, but Start Now

You don’t need to redesign the entire world to make a difference. Everyone can design for social justice. Start with a small, justice-driven project in your own community or within your current workplace. Even a single product, policy, or initiative that prioritizes inclusion and equity can spark meaningful change. Our projects always involve an element of keeping material and construction costs down as well as sourcing materials ethically, even if those projects aren’t explicitly social justice projects. Dr. King believed that every person has the power to contribute to justice and equality, and we believe that there is always a way to incorporate the principles of social justice into our practice. As a designer, your unique skills allow you to influence systems, spaces, and tools that touch millions of lives. Use this power wisely and intentionally to honor his vision and help create a world where equity isn’t just a goal—it’s a reality.

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The Power in Numbers: The State of Women in Design

The Power in Numbers: The State of Women in Design

This article, written by Rebeccah Pailes-Friedman, was published in the Fall 2024 Issue of IDSA’s INNOVATION Magazine.

There is power in numbers—whether through data, collective action, or the growing presence of women in the field of industrial design. As our industry continues to evolve, conversations around gender equity have gained traction, especially in the face of persistent challenges such as underrepresentation, career progression barriers, and pay inequality. While we’ve made strides, there’s still a lot we need to dig into and figure out. This article explores key statistics on women in industrial design, takes a look into the troubling mid-career drop-off many women experience, and highlights the urgent need for concrete data to drive systemic change. Understanding the state of women in industrial design is critical, not only for those currently in the field but for the future of the profession itself.

Last spring, the Women in Design Committee gathered as much information as it could find to take the temperature of the state of women in ID. We found some eye-opening statistics. One of the striking statistics is that 70 percent of industrial designers are men, and unfortunately that trend is not getting better. Three recent studies from Data USA (2022), Zippia (2021), and IDSA (2021) show that the percentage of women and nonbinary designers has decreased from 30.77 percent in 2010 to 18.6 percent in 2021. Though this is in line with women’s overall participation in the workforce, the numbers get even worse as women progress in their careers. Between the ages of 30 and 44, the percentage of women in ID drops precipitously, from 38.7 percent to only 5.6 percent.

As women progress from junior to executive roles, an alarming 55 percent leave the industry altogether. By mid-career, many women leave the profession, a shift that raises important questions. Current data on where these women transition after leaving ID is limited, but evidence points to a range of barriers: lack of leadership representation, unconscious bias in the workplace, insufficient mentorship, limited opportunities for advancement into leadership roles—and, of course, the persistent pay gap between men and women. Feedback from industry professionals suggests that many women feel isolated or undervalued, leading them to pursue careers in adjacent fields or leave design altogether.

women in design statistics chart 1

This is something that Dalal Elsheikh, a first-generation Sudanese-American, car enthusiast, and keynote speaker at this year’s IDC in Austin, Texas, has experienced first-hand. Committed to creating opportunities for women and girls of color in traditionally male-dominated spaces, Elsheikh shared insights that provide a valuable perspective on the barriers faced by women, especially women of color, and how we can work to overcome them. One barrier that can be challenging to overcome is the feeling of belonging. When the majority of the people you work with don’t look like you and haven’t had your life experiences, it can be intimidating to take on a leadership role. When discussing advocating for oneself, she shared her thoughts:
“In a creative field like industrial design, it’s so important for designers of all levels and backgrounds to feel heard and respected. I know for women and those of us who don’t see ourselves reflected in the workplace, it can be a daunting task to advocate for ourselves and our ideas. Confidence is a muscle that takes constant exercise to grow. The first time you stand up for your work, share a radical idea, or dare to oppose the status quo, it will feel awkward.”

She added that reflecting on your work and how far you’ve come can help you gain perspective:
“The fact that you have been accepted into this role or program for no reason other than that you are qualified. That knowledge alone should give you the sense of authority you need.”

It is becoming increasingly important to include a diversity of thought and ideas in the work we do as industrial designers. In my role as the founder and principal designer at Interwoven, it has become a key selling point that we are a woman-led and primarily women-staffed design consultancy. This diversity has allowed us to approach design challenges with fresh perspectives, resulting in more innovative solutions. However, it wasn’t until I led my own firm that I truly felt people were actively listening when I spoke, and open to the ideas I put forth. At Interwoven, I’ve witnessed first-hand how creating a space where women’s voices are not only heard but valued leads to richer, more inclusive design outcomes. Our team’s unique perspectives have helped us tackle complex problems in ways that wouldn’t have been possible in a more homogeneous environment. It has reinforced my belief that diverse teams aren’t just good for equity—they are critical for creativity and pushing the boundaries of design.

Elsheikh shared a similar experience. When she first entered the automotive industry, she worked on a car interior project focused on enhancing rider comfort, specifically considering where a woman rider might prefer to place her purse. The design team, which was primarily composed of men, brainstormed many ideas: “Maybe it’s a hook she can hang her purse on, or maybe a compartment, or a shelf she can position a bag on, or how about under the seat?” Elsheikh didn’t feel qualified to share her insight with this group of seasoned designers, so she kept quiet and didn’t share that these suggestions seemed unlikely; most women, she believed, would want to keep their bag in their lap or on the seat beside them, and don’t feel comfortable keeping their bags out of sight. “I felt unqualified, but in actuality I was at that moment the most qualified,” Elsheikh said. “I had the lived experience of being a woman, being someone who used ride-hail services, and someone who carries a purse.” This experience illustrates how essential it is for women to feel empowered to share their unique perspectives, as they often bring invaluable insights that others may overlook.

women in design statistics chart 2

It is critical to cultivate and support women and nonbinary designers in becoming thought leaders within our field. To bring attention to these concerning trends and other key statistics, the Women in Design (WID) Committee created a large data visualization poster for the International Design Conference (IDC). This interactive exhibit encouraged attendees to engage directly with the data through various prompts aimed at gathering qualitative feedback. In one exercise, we asked attendees to vote on which question the community believes is most crucial to explore further. In others, we invited reflections on allyship and workplace inclusion.

From this exercise, we learned that one of the most concerning trends in industrial design—the dramatic mid-career drop-off of women—was a key issue that many attendees wanted to understand better. While women make up more than half of the graduates receiving industrial design degrees, this promising start doesn’t translate into long-term careers. The Women in Design (WID) Committee has recognized the need for more concrete data to fully understand the reasons behind this drop-off. By collecting more precise data on where these women transition, and by identifying the barriers that push them out of industrial design, IDSA and the WID committee aim to develop targeted solutions. These findings will guide future initiatives, from mentorship programs to policies addressing work-life balance and leadership pathways, all designed to support women through the most challenging phases of their careers.

In collaboration with IDSA’s Research Committee, we are working to scope out future research that will explore these transitions and uncover root causes, with the goal of developing strategies to retain female talent and foster long-term career growth in the field. While conversations around gender equity have helped raise awareness, the WID Committee believes it’s time to move beyond dialogue and take action. Ultimately, the goal is to use this data to inform industry-wide changes that will create more inclusive environments, foster diversity in leadership, and ensure that women not only enter industrial design but thrive throughout their careers. As Elsheikh said: “As we continue to see women entering (and more importantly, staying in) design roles and moving up the corporate ladder, we can only hope that the strength in numbers will put forward the importance of the female perspective.”

The conversation around women in industrial design is not just about representation. It’s about creating meaningful, lasting change in the industry. The data is clear: Women enter the field in strong numbers, too many leave by mid-career, driven by barriers such as lack of leadership opportunities, mentorship, and pay equality. Through efforts like the Women in Design Committee and their collaboration with IDSA’s Research Committee, we are beginning to take the necessary steps to move from dialogue to action. By gathering concrete data and addressing the root causes behind the mid-career drop-off, we can develop targeted strategies to retain and elevate women and nonbinary designers. This is about more than equity—it’s about the future of industrial design itself. As Dalai Elsheikh reminds us, “the strength in numbers will put forward the importance of the female perspective,” and that perspective is vital to pushing the boundaries of creativity and innovation in our field. It’s time to ensure that women not only enter industrial design but thrive throughout their careers, shaping the future of the industry.

—Rebecca Paikes-Friedman, FIDSA
rpf@getinterwoven.com

References

Bartlett, Kristin, “Women in Industrial Design: A Review,” Proyecta56 an Industrial Design Journal, https://www.zippia.com/industrial-design-internship-jobs/demographics, June 2023.

Data USA, “Commercial and Industrial Designers,” https://datausa.io/profile/soc/commercial-and-industrial-designers, 2022.

Industrial Design Society of America, “2021 Membership Survey Findings Report,” https://www.idsa.org/2021-membership-survey-findings-report, 2021.

Federal Reserve Bank of St. Louis, “Labor Force Participation Rate: Women,” https://fred.stlouisfed.org/series/LNS11300032, 2024.

Zippia, “Industrial Design Internship Demographics and Statistics in the U.S.,” https://www.zippia.com/industrial-design-internship-jobs/demographics/, 2021.

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