Monthly Archives: January 2014

A bird in the hand

It’s said that it’s five to ten times more expensive to gain a new customer than it is to retain an existing one. Advertising to prospects is not the same as advertising to current customers. You may be offering the same product to each one, but their needs and desires can be very different.  A… Read more »

It wasn't on the list, but…

Did you know that over 70% of our purchase decisions are made while we’re in a grocery store? And package design has a lot to do with those decisions. Package design is such a powerful influencer that a redesign for the wrapper of one popular brand of chewing gum recently involved the work of 12… Read more »

Catalog covers tell a story

As Daniel Pink, best-selling author and business thinker says,  “A story is not just logic. It’s the narrative.” We all know logic is a very good thing.  But do you ever wonder why you just appreciate some things and then really connect with other things? Any catalog design worth its salt is based on logic…. Read more »

Don't blink or you'll miss it

You may have heard of the 6-second rule when it comes to how much time we have to spend looking at an advertising billboard while driving by. Or the fact that you should stick to 7 words or less. At 55 mph that’s all the time you have! Back in 1835, when billboards began to… Read more »

What do you notice first?

When looking at all kinds of advertising, our eyes notice color first. Then shape. And on through a complex sorting hierarchy that we aren’t even consciously aware of. But we all do it, and it all happens in a fraction of a second. With all the intense competition for your attention, it’s important to understand… Read more »

Sir Isaac Newton doesn't work here any more

We’re all familiar with the iconic Apple logo, which has undergone many changes over the years. But did you know that the original logo looked very different? The original logo from 1976 has an elaborate illustration depicting Isaac Newton sitting under a tree with an apple hanging over his head (just moments away from his… Read more »

Advertising: my, how it's changed!

  In the earlier days of advertising, it was simply enough to let someone know what you had for sale. It was nice to talk about the product’s benefits and all, but in the days of far less competition, sometimes you just had to let someone know you had something for sale and they would… Read more »

A little wine bottle history

In Roman times, wine used to be stored in clay pots because glass was fragile and didn’t travel well. Wine couldn’t be legally sold by the bottle in England until 1860; up till then, it could only be purchased by the barrel. Once you got it home, it was poured into any size or shape… Read more »

Advertising: small changes, big results

Here is a page from a catalog designed for Viansa Winery. The same products on this page were featured in the catalog the year before, but because of small but important changes that were made, this page performed over 30% better than the previous one. Whether it’s wine or widgets, it’s all about delivering what… Read more »

Logo trends: proceed with caution

One of the current trends in logo design is for a much more simplified design.             But here’s the caveat: while simplicity can be a good thing, don’t let your logo get so minimal that it feels generic. Some well-known companies have recently taken this trend too far and lost… Read more »