While marketing researchers have recently been discussing the power of visual cues in regard to social media, this isn't new. If anything, it corroborates what psychologist Jerome Bruner of New York University found in studies: people recall 10% of what they hear, 20% of what they read … Read More
It would be an understatement to say that not all licensed consumer products sell through at retail, regardless of how hot a property may be. More often than not, we can pin this on a poorly-conceived, visually disjointed or underachieving licensed product packaging program. Unlike traditional consumer … Read More
As the principal of my own design agency for almost 30 years, my belief that creativity is an absolute necessity for problem solving in our new business environment is deeply ingrained. Clearly, given the marketplace that has emerged since the downturn in our global economy, the same … Read More
How can we reach new generations of consumers? That's what many marketers of mature consumer product companies are asking themselves as younger customers in every age group are actively seeking brands that offer personalities and experiences with which they can align. Read: brands which are relevant to … Read More
As powerful as visual communication is in modern culture; as engaging as visual brand representations can be, consumers are hungry for something deeper. Marketers who are taking their brands to a whole new level are tapping into that "something deeper." Compelling design: imagery, fonts, icons, color and … Read More
Successful packaging for consumer product and licensed brands not only fosters attention and an emotional buy response out of the gate but satisfies consumers' unconscious need to identify who they are by the brands they choose and to get emotional validation from them after they make a … Read More
Every character from the worlds of toy and entertainment has a story. Those that have engaging backstories and compelling, ongoing sagas create avid fans. The best of these brands transcend cultures and generations and have legions of fans around the world. So why isn't it easy to … Read More
Consumers have changed completely in the past couple of decades. They're better informed than ever and research consumer product reviews online. They're not easily swayed by advertising which does lead to brand recognition but doesn't necessarily breed trust. They're more influenced by word of mouth. Due to … Read More
Consumers are responding in large numbers to packaging that feels personal; that fits their lifestyles and inspires them. This doesn't necessarily mean that packaging has to be designed so that it can be personalized, although that is definitely a consideration. Advances in digital printing technology make it … Read More
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