Browsing Category Brand Management

Event Recap: Communicating at the Speed of Human – Takeaways from FUSE and Shopper Insights

Following two days of innovation and learning with Design and Brand Strategists at the combined FUSE & Shopper Insights conferences in Amsterdam, I’m still sorting my reds, whites, blues, oranges and greens (read on to find ot why green wins for me). However, for the benefit of the color-critical few that could not join the event, and before the myriad of thoughts blur quickly back to the highly chromatic day-to-day, I thought I’d share my reflections on learnings from our leaders in design and marketing strategy, in particular the role of color, and the increasing need for specificity, flexibility, and consistency in our digital world.

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DOWNLOAD NOW: Packaging and the Digital Shopper: Meeting Expectations in Health & Beauty

The study drives readers to better understand what shoppers want from beauty and personal care packaging, how packaging relates to their overall online shopping experience and why they return health, beauty and personal care products. Data on what shoppers like about product packaging can fuel new product designs, but knowing how shoppers want to receive products is also an important part of the narrative – allowing brands the opportunity provide consistent experiences, regardless of purchasing channel. 

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How to Build Color Credibility Within the Retail Shelf Set

When it comes to cosmetic color or shade selection in the drug store aisle, or any mass market retail environment, the burden of decision making falls directly on the shoulders of the consumer. For cosmetics companies, this creates a great deal of risk – what if the consumer begins to second guess whether they have the correct match? This problem is further compounded by the fact that despite all the shelving, backlighting and pricey fixtures… when the consumer is standing in the grocery aisle thinking she may need a new concealer, it all looks the same.

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Event Recap: Talking e-commerce packaging at E-Pack

I had the privilege to speak at Smithers Pira’s E-PACK event in Chicago in September. E-Pack provided brand owners opportunity to discuss the challenges of staying competitive in the online retailing space and how packaging converters and packaging design firms can provide additional solutions for brand owners. If you missed the event, I’ve got three key learnings that I’m happy to share with you, as well as a recap of the presentation I gave with my former customer and still-current colleague John Morrow.

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CPGs Can Earn Consumer Trust Through Product Packaging

Each time a new package is designed for a food or beverage product, brand leaders must ask themselves if they’re giving shoppers what they want. Is this package what shoppers expect? Are they meeting shoppers’ desires?

As shopping behaviors and the path to purchase have been disrupted by online and mobile shopping, shoppers’ expectations of the product experience are also changing.

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