Should you trust your brand to artificial intelligence (AI) based on a process of biased elimination and suggestion? Or to, what we coined as, intelligent artisans (IA) who solve problems based on experience, expertise, research, and talent? AI VS IA. Here is what I discovered: if you go the FREE AI direction, nothing is really FREE. The no-cost logo is a lure for other … [Read more...]
Are QR codes poised for a come back?
I remember first learning about QR codes and thinking "finally, print and digital has merged". I especially loved the idea of using them on packaging. A brand could put forth engaging information about their product or provide access to videos with set up instructions, recipes, content details and the list goes on. The second place I could see using them was in-store on shelf … [Read more...]
The Ultimate Dissection of a Band-Aid® Package
This Band-Aid package is a great example of how to tell a brand story Every element of this Band-Aid package is deliberate and communicates the Band-Aid brand story. I can tell that the brand and design team took their time and put a lot of effort into the creative. Most people will take that for granted, but if you are in this business, you can see the attention to detail. … [Read more...]
3 Ways Your Package Design is Killing Your Brand
This blog explores three different case studies where a package design hurts a brand. 1. Too Drastic of a Package Redesign This is a brand I am very familiar with and I have purchased for several years.The name of the product was prominent and the image did a pretty well of differentiating the types of product (Rice Pilaf, Rice, Couscous) This is what I was accustomed to … [Read more...]
Outside Agency or In-House Agency? Pros and Cons for the CE Industry.
I may be uniquely qualified to ponder this question. I spent part of my career managing a corporate CE in-house design team, and now I own and manage a design agency. I was extremely proud of the team I built, but back then the internal art department was looked down upon. They didn't think we had the talent of an outside firm. We were relegated to documentation and internal … [Read more...]
Avoid Creating these 5 Potholes on the Path-to-Purchase
The Manufacturer is often blamed for potholes that take place during the path-to-purchase. Each group responsible for bringing the product to market often function in silos with no common goal. Nowhere is this more obvious than in the consumer technology industry. The result is an inconsistent message that confuses the customer during the buying process. Identified below are … [Read more...]