The Unboxing Experience

Tiffany & Co. for some, is one of the most desired name to wear around the finger. For marketers, it’s also one of the most recognizable retail boxes of all time. Here’s a company that understood early on that the way a product is packed contributes to brand distinctiveness, and the way that product is unpacked helps forge a unique brand experience. That sense of excitement and anticipation many brides-to-be feel when presented a Tiffany’s would not be quite the same would they not go through the process – ritual even – of lifting the lid of that pretty robin’s egg blue box after having carefully untied the white satin ribbon laced around it.

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Country of Origin and How It Affects Purchasing Behavior

In brand development, country of origin has been shown to have a significant influence on the attitudes and perceptions consumers hold toward a brand. It clues them in on that brand’s quality, performance, or suitability based on the country’s image and stereotypes. And in a world offering increasingly internationalized product selection, country of origin has never been more relevant – so much that some companies even consider it a brand in itself.

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Three Takeaways to Drug Branding

Imagine that your job is to maximize value and revenue for a brand whose name can’t be pronounced on the first try, whose packaging can’t reference a single product feature or benefits, and - above all -, a brand that can’t be promoted to its end users directly.

 

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What Happens Behind the Lens – A Closer Look at Food Styling

Soap-covered lattés, plastic ice cream, paint-coated strawberries – hardly fitting descriptions to make your mouth water. Or are they? Meet Dominique, ARD DESIGN SWITZERLAND’s chef-turned-food stylist, as he lets us in on some of professional food photography’s most unexpected tricks.

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Kit Kat – Making a Case for Shape

There won’t be any trademark protection for the Kit Kat shape in the UK. The British High Court ruled a few weeks ago against Kit Kat’s manufacturer Nestlé in the long-running battle opposing it to confectionery rival Cadbury. The shape of the four-fingered candy bar is just “not distinctive enough” to warrant a trademark, the judge presiding over the case concluded.

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Holiday Packaging Done Right

It is definitely that time of year again. From the streets and storefronts that shine bright, to the tunes that lull the radio waves, to the packaging of the foods we’re about to eat our fill of -- Christmas is around the corner, loud and clear. Year after year we wait for this time to be transported to another world – a world of wonder, magic and joy. And to fully get into the holiday spirit, we buy the marked-up limited edition Christmas M&Ms pack and find ourselves reaching for that more expensive grocery bag with the cute reindeer design on it.

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How to Kill Brands (And Bring Others to Life)

Competing on the shelf is tough. And for parity products like breakfast cereal that go after similar segments, it’s even tougher. That’s why packaging design is really the last and the most critical influencer on the buying decision continuum. Miss that opportunity to showcase your unique value or benefit – be it ingredients, flavor or price - and your consumers will likely reach for a more relevant option. Even your mascot’s engaging stare might not be enough to persuade them.

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Effective Brand Communication – It Starts with the Color

What’s the name of the orange airline? How about the red cola? And the blue one? If you are asked to think about a purple chocolate bar, what brand comes to mind? Because our brains process it faster than any other visual information, color is an essential element of brand communication. Those of you contemplating corporate identities or packaging design, this post is for you.

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