Driving Value With Connectivity

Just a few years ago, connectivity was the future. Today it’s everywhere – and it’s even expected to be everywhere. But how can brands incorporate connectivity into their products?

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Packaging with a Purpose

Sometimes outlined as part of the company’s mission or vision, purpose gives the reason a company is in business and what motivates it to do what it does, beyond making money. Take Ikea for example. Its purpose is more than just selling furniture – this is something every furniture company does – Ikea is about “creating a better everyday life for the many people”. And their business idea supports this purpose with a wide range of functional, well-designed products that are affordable by as many people as possible.

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Influencer Packaging: It’s All About Trust

Trust is what makes brands grow – it attracts prospects and makes current customers loyal. But with growing skepticism towards brands, consumers increasingly turn to friends, peers and figures of authority, like celebrities, to help them guide their decisions. Brand owners know this and that’s why influencer marketing is making it on the strategic priority list. But can such endorsements be translated onto the packaging touch point?

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Packaging Design: 3 Attributes that Matter Most

The human mind sees, imprints, and recalls sensory information in a specific order. In packaging design, this means that some attributes are perceptually more important than others. This quick outline comes in handy when evaluating artwork that makes a pack efficient.

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Brand Strategy: What’s in a Name?

Together with packaging design, a brand’s name is perhaps the most important factor influencing brand personality and perception. But with only 26 letters to work with, chances to create a name that’s short, memorable, distinctive – and legally available – are low. No wonder then that finding nomenclature has become somewhat of a science.

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Brand Guidelines vs Creativity

Some are very comprehensive and cover everything from logo usage to type style, website layout, and editorial tone. Brand guidelines – also known as brand standards, style guides, brand books, even brand bibles – are an essential tool to help design a successful brand. They specify how the different elements of a brand work together to form a brand identity. They help make sure everyone involved in the making of a brand is looking in the same direction.

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Emojis in Brand Messaging ;-)

They started out as keyboard character combinations to help bring meaning and emotion to the online chat rooms of the late nineties. They’ve now evolved into a full crowd of pictograms able to convey specific non-verbal meanings and some of the most complex human emotions. Like it or not, emojis are taking over text-based communication. And the Oxford Dictionary’s selection of “Face with Tears of Joy” as Word of the Year 2015 is the ultimate confirmation these small-scale images are here to stay.

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When Nostalgia Sells

Using past memories is a powerful marketing strategy. It brings us back to an idealized past where life was easier and simpler. On packaging, retro artwork not only serves to express the brand’s heritage, it also helps kick up its perception of authenticity and quality.

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