Posts Categorized: Graphic Design

Copywriting: it pays to be careful!

In advertising, accuracy is everything. As we’ve all learned the hard way, just one tiny slip-up can change a friendly message into something we never intended to say. In a hasty letter to his boss (a diminutive man of great charm and eloquence), Martin Sorrel of J Walter Thompson meant to sign off with “See… Read more »

Too much of a good thing?

We all love having options, but did you you know that having too many choices can actually have a negative effect on sales? A classic example of this is a study conducted by Columbia University which offered customers a choice of strawberry jams. In one test, the customers had 6 jams to choose from and… Read more »

Typography talks!

You may have heard about the teenager who proposed a way for the federal government to save millions of dollars a year (in ink) by simply changing the typefaces it uses for printing. But were you aware that selecting the right typeface can also increase readership? If you’ve ever found it difficult to read through… Read more »

For success you need talent and…?

In his best-selling book, Outliers, Malcolm Gladwell talks about an important differentiator he believes makes talented people extremely successful. In addition to their obvious talent, Gladwell points out another factor he believes worked in their favor: the Beatles’ early years of performing in Hamburg and small clubs. He attributes their success in no small part… Read more »

Hello. Hola. Meow.

In marketing, identifying your target market is key. These special people need to feel you’re are speaking directly to them and know what they want. Successful businesses know they aren’t trying to sell to just anybody and everybody. Those messages end up being so general they don’t really speak directly to anybody at all. Identifying… Read more »

Logos with hidden elements

Just for fun, are you aware that some logos contain a hidden element? While most of the time these hidden elements go undetected, at least consciously, it’s always fun when you discover them! So, for the first post in this series, you might have noticed the Matterhorn in the Toblerone logo, but did you also… Read more »

Branding: use it wisely!

Good branding is all about differentiating your business from your competitors in a meaningful way. Iceberg Strategic Creative has the experience and know-how that makes us brand experts. But the misuse of branding can definitely be a turn-off. Have you ever been watching an exciting program when the TV  channel logo suddenly appears on the… Read more »

Advertising: keep it simple

Many regard “The Great Gatsby” as the great American novel. What you may not know is that F. Scott Fitzgerald made his living as an advertising man in the 1930’s. For the grand sum of $35.00 a week. He was given a raise for writing this deathless prose for a steam laundry in Muscatine, Iowa:… Read more »


We’ve all heard this acronym for  “Keep It Simple, Stupid”. A variation on this from the Bill Clinton’s 1993 run for US President: was “It’s About the Economy, Stupid”. It helped the campaign stay on topic. Brevity is the very soul of great logo design. You have just a second to attract the attention of… Read more »

Advertising: less is more

One of the most successful advertising slogans ever written is “Got Milk?” Just two words. And not even proper grammar. But effective! That campaign evoked a strong emotional response and I always made a mental note to have some milk in the fridge. You never know when you’ll encounter a batch of freshly-baked chocolate chip… Read more »