Getting color right – the first time and consistently over time – is still a challenge. The ways in which people communicate about products and ideas change depending on the context and the knowledge of the people communicating, as well as the technology available for us to use.
Contrary to what the name might suggest, finishes like metallics or “pearlescents” are not simply a final touch, but instead an intentional element of a design from the beginning. They have production processes that can require weeks or even months, as well as their own trends.
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.
When designing a package for food and beverage, a beautiful design will always appeal to shoppers, but a great design needs to do more. It needs to inform and motivate a sale, particularly in the nanosecond of consideration online. Carefully considering these factors for both packaging refreshes and new packaging will enhance unique brand identity and cement consumer loyalty.
You have an awesome idea to improve product packaging. You feel the pain of the people who work for you and your peers (not to mention your own pain). You’ve got an idea to help digitize the packaging process by introducing a process change or a technology change, but every time you think of bringing it up to your boss, you’re at a loss for words. What to say?
If you search Google images for athleisure or workout apparel, some surprising sayings might appear: “no-shower happy hour,” “ride and dine,” “bootcamp and brunch” and “sweat and sip.” Today’s consumers love to work out and seamlessly move to social and personal activities that, if done 10 years ago, would have required “freshening up.”
Great design leaders help others, whether within their team, department, or customer base, achieve their goals. This is what I saw at the 2018 AIGA Leadership Retreat in Baltimore, Maryland. Design leaders from all over the country came together to share and glean insights to gain confidence and tactical skills to deliver valuable user experiences.
In this edition of Pack Snacks, Ashley Joyce speaks with X-Rite’s Printing and Portfolio Manager, Ray Cheydleur and VP, Brand Global Strategic Accounts, Cindy Cooperman about Nestlé’s former candy brands getting a new refresh, how speed to market is correlated to the ever-growing amount of indie and start-up beauty brands and how major brands are also looking to increase their new product roll-out to cash-in.
One of our editors, Ashley Joyce had the opportunity to speak with Chip Tonkin, Chair of the Graphic Communications Department and also Director of The Sonoco Institute of Packaging Design and Graphics at Clemson University. Prior to being at Clemson, he spent 13 years with International Paper. She also spoke with Jeff Rhodehamel, the Chair of Food, Nutrition and Packaging Sciences and Associate Director of The Sonoco Institute at Clemson University. Prior to Clemson, he worked at Cryovac Sealed Air for 18 years. Combined they both have a total of more than 45 years experience in packaging industry.
In our visual culture, color cosmetics are the epitome of self-expression, and emotions evoked through color cosmetics can range from absolute disgust all the way to pure unadulterated delight. Color choices, combinations and applications create the story for the consumer, and the dynamics of color are a very personal experience, as it easily changes the way you view yourself and how you present yourself to others.