TO PAINT A ROOM RED
A decorator paints a room red because he likes the
colour red. A designer paints a room red because he wants
to create a feeling of warmth. One is subjective,
the other is a reasoned judgement with a clear objective.
Effective packaging should be design not decoration.
A decorator paints a room red because he likes the
colour red. A designer paints a room red because he wants
to create a feeling of warmth. One is subjective,
the other is a reasoned judgement with a clear objective.
Effective packaging should be design not decoration.
A BRAND WITHOUT A PERSONALITY IS LIKE A SONG
WITHOUT A MELODY
The world’s greatest melodies have their own distinctive
and magical personalities that entice you to listen again and
again and again. They are never monotonous or predictable.
Similarly, brands which evoke a unique personality are
not only memorable but create positive appeal resulting in
loyal purchase time and time and time again.
WITHOUT A MELODY
The world’s greatest melodies have their own distinctive
and magical personalities that entice you to listen again and
again and again. They are never monotonous or predictable.
Similarly, brands which evoke a unique personality are
not only memorable but create positive appeal resulting in
loyal purchase time and time and time again.
HAND ON HEART, IS YOUR PACK
THE BEST IN ITS CATEGORY?
Does your pack have a unique brand equity you
can truly call your own? Does it stand out, above all others,
in the busy environment it has to compete in?
THE BEST IN ITS CATEGORY?
Does your pack have a unique brand equity you
can truly call your own? Does it stand out, above all others,
in the busy environment it has to compete in?
BETTER TO BE THE FIRST THAN THE BEST
In 1927 Charles Lindbergh became the first man to fly solo
across the Atlantic. But who remembers the intrepid
aviators who were second, third, fourth...? First capture
the imagination and as a result become famous.
This also applies to brands.
In 1927 Charles Lindbergh became the first man to fly solo
across the Atlantic. But who remembers the intrepid
aviators who were second, third, fourth...? First capture
the imagination and as a result become famous.
This also applies to brands.
THE FIRST TASTE IS WITH THE EYE
If we like what we see, heart and head follows.
Emotive packaging can whet the appetite and arouse the
senses, greatly enhancing the taste expectations that
lie within. Question is: Has your brand’s external expression
had the same degree of expertise and as its contents?
If we like what we see, heart and head follows.
Emotive packaging can whet the appetite and arouse the
senses, greatly enhancing the taste expectations that
lie within. Question is: Has your brand’s external expression
had the same degree of expertise and as its contents?
THE PACK IS THE AD, THE AD IS THE PACK
Distinctive packaging that expresses a brand’s
unique personality is the springboard for ads to do the
same and vice-versa. Suprisingly very little of this
abounds, which makes it an extremely tempting and
cost-effective route to explore.
Distinctive packaging that expresses a brand’s
unique personality is the springboard for ads to do the
same and vice-versa. Suprisingly very little of this
abounds, which makes it an extremely tempting and
cost-effective route to explore.
THE CRITICAL 1.75 SECONDS
In the visual noise of the supermarket your brand
has, on average, just 1.75 seconds to make its
presence known. Only a strong, seductive voice
will be heard. Distinctive packaging is such a voice.
In the visual noise of the supermarket your brand
has, on average, just 1.75 seconds to make its
presence known. Only a strong, seductive voice
will be heard. Distinctive packaging is such a voice.
TWO VERY DIFFERENT TYPES OF CAT
There is the mighty lion that leads and the copycat who
follows. As it is much easier to copy than to originate, it
comes as no surprise that the latter is very common.
The same is true of brands.
There is the mighty lion that leads and the copycat who
follows. As it is much easier to copy than to originate, it
comes as no surprise that the latter is very common.
The same is true of brands.
IT’S THE WAY YOU TELL ‘EM
Presentation is everything. Depending on its delivery, the same story can provoke two entirely different reactions. Understanding what the audience wants is one thing, knowing how to give it to them is the key to a successful outcome.
Presentation is everything. Depending on its delivery, the same story can provoke two entirely different reactions. Understanding what the audience wants is one thing, knowing how to give it to them is the key to a successful outcome.
CHANGING PERCEPTIONS WHATEVER THE PACK
The power of packaging can be used to rekindle a brand’s
appeal. Change does not necessarily need to be
radical to have the desired effect. A simple alteration
of colour, for example, can make even the sinister Ace of
Spades become a romantic.
The power of packaging can be used to rekindle a brand’s
appeal. Change does not necessarily need to be
radical to have the desired effect. A simple alteration
of colour, for example, can make even the sinister Ace of
Spades become a romantic.
