How many other marketing and advertising mediums are placed within inches from the competition? Not many. Retail packaging, however, lives side-by-side with its marketing rivals. Typically, indecisive shoppers hold a product in their hand while scanning other possible options and comparing brand recognition, features, benefits and price. All of this happens in about 15-20 seconds. There is a small window…
I’m sure we’ve all been there. We’re following the instructions on a cleaning product package, and everything is going smoothly. Apply thoroughly in a circular motion? Check. Let stand for five minutes? Check. Make sure to check small inconspicuous area before widespread use? AARRGGHHHH. Sure enough, the entire area you were cleaning is now dull and discolored. Sigh. You would…
A few years back, we had an opportunity to hear Chip Kidd speak at the Portfolio Center here in Atlanta. One of the notes that we took away was his frustration with clients who told him to do whatever he wanted. For Kidd and for most designers we know, direction is part of the inspiration. What he called “blue sky”…
Have you ever seen a product or a brand name and wonder, “How in the heck did they come up with that name?” Naming a product or brand is always such a fun and creative process, but it takes a lot of effort and a little ingenuity to come up with a name that is truly unforgettable and marketable and…
You can probably count on one hand the number of things you do without reading the instructions first – play a video game, set up a home theater, shampoo my hair, etc. Unless you’ve ever had to say to yourself, “Oooohhhh, I’m supposed to rinse first?” you can also probably handle a few things without any guidance. 99% percent of…
