There is a great article on Business Week titled Johnson & Johnson’s Big Design Challenge which talks about how their design director Chris Hacker is promoting sustainable design.
I thought the key sentence was when he says “The key to growing sales is not to load up the packaging with “marketing bullets,” but to “think about what motivates the consumer to take the product home.”
So well said. Always challenge your team to answer the question “What is the Customer Value?”. Agreed that you also need to appeal to the emotional side of the customers and do need to have some sizzle features or demo candy that makes the customer buy your product – but if it is all sizzle and no steak, the product will not have sustainable sales.