The Secret Power of Colour: Why That Red Button Makes You Click

Ever walked into a store and felt strangely drawn to a particular aisle, inexplicably compelled to pick up a certain product? Or maybe you've scrolled through endless online listings, only to find yourself clicking "add to cart" on something that wasn't even on your initial shopping list? It might sound like magic, but there's a powerful force at play here – the psychology of colour.

Sure, you might think you're making decisions based on logic and need. But the truth is, colour plays a surprisingly significant role in influencing our perception and ultimately, our purchasing decisions. From the vibrant hues adorning store shelves to the carefully chosen tones on a website's layout, colour is a silent salesman whispering sweet nothings (or maybe urgent calls to action!) into your subconscious.

Don't believe it? Here's why colour is more than just a pretty face in the world of consumer behavior:

The Science Behind the Sizzle

Our brains are wired to react to colour on a primal level. Studies suggest that colour perception triggers specific emotional responses and influences our associations with products. For example, the sight of red can evoke feelings of excitement and urgency, which is why you often see it used in sale signs and clearance banners. On the other hand, blue instills a sense of trust and security, making it a popular choice for banking institutions and financial services companies. Green, often associated with nature and freshness, might be found on packaging for organic or healthy products.

The Colour Chameleon: How Different Colours Speak Different Languages

It's not just about individual hues – understanding colour combinations and cultural nuances is key. Pairing a bold red with a calming blue can create a sense of dynamism, while strategically placing a luxurious gold accent on a black background can evoke feelings of sophistication. But remember, colour meanings can vary across cultures. Red, symbolizing good luck and prosperity in China, might have a more aggressive connotation in Western societies. So, when marketing your product globally, it's crucial to consider the target audience's cultural background and the emotions you want to evoke.

From Packaging to Perception: How Colour Shapes Your Shopping Experience

Colour isn't just about grabbing your attention; it plays a significant role in how you perceive a product's value and quality. Bold, vibrant colors can make a product appear more youthful and energetic, while muted tones might convey a sense of luxury and sophistication. Studies have shown that consumers are willing to pay more for products with packaging that utilizes specific colour palettes, further highlighting the power of colour in influencing perceived value.

Click Here (Because We Made the Button Red): Color in the Digital Age

The influence of colour extends far beyond the physical realm of brick-and-mortar stores. In the digital age, websites and online stores leverage colour strategically to guide user experience and encourage conversions. That "Buy Now" button in a fiery red shade isn't an accident. It's a calculated move designed to trigger a sense of urgency and prompt you to take action. Similarly, calming blues and greens are often used on navigation bars to create a sense of ease and encourage exploration.

Unlocking the Colour Code: How to Use Colour Psychology to Your Advantage

Whether you're a seasoned business owner or a budding entrepreneur, understanding the psychology of colour can be a powerful tool in your marketing arsenal. Here are some tips to get you started:

• Define your brand identity. What are the core values and emotions you want your brand to convey? Choose colours that align with those values.

• Know your target audience. Who are you trying to reach? Tailor your colour palette to resonate with their preferences and cultural contexts.

• Experiment and track results. There's no one-size-fits-all approach. Don't be afraid to experiment with different colour combinations and A/B test your results to see what resonates best with your audience.

By understanding the language of colour, you can create a more impactful and engaging brand experience that subconsciously influences consumer behaviour. Remember, colour isn't just about aesthetics; it's a powerful tool that can help you connect with your audience on a deeper level and ultimately drive sales success. So, the next time you're designing a product, crafting a website, or even choosing your company logo, think twice about the colours you choose. They might just hold the key to unlocking a world of opportunity.

Influence of Color Perception on Consumer Behavior - SpringerLink discusses how color can capture consumers' attention and affect their purchasing decisions.
https://lnkd.in/gNarXNEa

The Psychology of Colour Influences Consumers’ Buying Behaviour - ResearchGate explores the impact of color psychology on consumer choices, particularly in marketing contexts.
https://lnkd.in/gnWmz_CF

The Power of Quiet Contemplation: A Surprising Self-Discovery

The Power of Quiet Contemplation: A Hidden Strength

Recently, I embarked on a self-discovery journey inspired by David C. Baker's advice. I sought the insights of trusted friends to uncover my unique ability. The responses were illuminating, revealing a hidden strength that had long been overlooked.

A recurring theme emerged: thoughtful contemplation. My friends described me as someone who takes a step back to ponder, offers well-considered opinions, and avoids impulsive, overconfident statements. This revelation was a stark contrast to my self-perception.

For years, I had harbored a self-doubt complex, often lamenting my inability to think on my feet. I longed to be a quick-witted conversationalist, effortlessly delivering witty remarks and sharp retorts. However, this desire for spontaneity often led to regret, as I missed opportunities to offer thoughtful insights or defend a vulnerable person.

It turns out that my tendency to pause and reflect, a trait I had often viewed as a weakness, is actually a valuable asset. Quiet contemplation allows for deeper understanding, nuanced thinking, and empathetic responses. By taking the time to consider the implications of my words and actions, I can avoid impulsive decisions and foster stronger relationships.

The Benefits of Thoughtful Contemplation

• Enhanced Decision-Making: When confronted with a complex issue, taking a moment to pause and reflect can lead to more informed and rational decisions.

• Improved Communication: Thoughtful contemplation enables us to articulate our thoughts and ideas more clearly and effectively.

• Deeper Empathy: By taking the time to understand others' perspectives, we can develop stronger bonds and build more meaningful relationships.

• Reduced Stress: Mindful reflection can help to calm our minds and reduce stress levels.

Cultivating the Art of Quiet Contemplation

While some people are naturally inclined towards quiet contemplation, it is a skill that can be cultivated through practice. Here are a few tips to help you embrace this powerful tool:

1. Practice Mindfulness: Mindfulness meditation can help to train your mind to focus on the present moment and reduce distractions.

2. Journaling: Writing in a journal can be a helpful way to explore your thoughts and feelings.

3. Spend Time in Nature: Nature provides a serene and inspiring environment for quiet reflection.

4. Limit Distractions: Turn off your phone and other electronic devices to create a peaceful space for contemplation.

5. Embrace Solitude: Spending time alone can be a valuable opportunity to connect with your inner self.

Embracing Your Unique Ability

By recognizing and embracing our unique abilities, we can unlock our full potential. For me, quiet contemplation has become a source of strength and confidence. It has allowed me to develop deeper relationships, make more informed decisions, and live a more fulfilling life.

I encourage you to take the time to reflect on your own strengths and weaknesses. What are your unique abilities? How can you leverage these strengths to achieve your goals? By embracing our individuality, we can create a more vibrant and compassionate world.

Additional Insights and Reflections

• The Power of Silence: In a world that often values constant noise and activity, the power of silence can be easily overlooked. However, silence can be a powerful tool for creativity, problem-solving, and spiritual growth.

• The Importance of Self-Compassion: It is important to be kind to ourselves, especially when we make mistakes or fall short of our expectations. Self-compassion can help us to learn from our experiences and move forward with confidence.

• The Value of Diversity: Different people have different strengths and weaknesses. By embracing diversity, we can create stronger and more innovative teams.

• The Role of Mentorship: A good mentor can provide guidance, support, and encouragement. If you are looking to develop your skills in quiet contemplation, consider seeking out a mentor who can help you on your journey.

Quiet contemplation is a valuable asset that can help us to live more fulfilling and meaningful lives. By embracing this unique ability, we can unlock our full potential and make a positive impact on the world.

A Visual Exploration of Memorable Coffee Packaging

As a designer, I'm constantly drawn to the artistry and innovation found in packaging design. It's more than just a protective layer; it's a silent salesperson, a first impression, and often, a memorable experience. Today, I want to delve into a specific example that caught my eye – a product that, quite literally, had me double-taking.

The Packaging Enigma

While rummaging through my archives of grocery store finds, I stumbled upon a peculiar discovery: I had unknowingly captured the same product multiple times. This wasn't due to a malfunctioning camera or a lapse in memory, but rather an undeniable fascination with its packaging.

Unveiling the Design Magic

At first glance, it may seem like a simple coffee package. Yet, upon closer inspection, a symphony of design elements comes to life. The art deco typeface, a nod to a bygone era of elegance and sophistication, instantly evokes images of Italy. This association is further strengthened by the use of rich, warm colours that evoke the feeling of sipping espresso in a sun-drenched Italian café.

What sets this packaging apart is its departure from the conventional. Instead of relying on generic imagery of coffee beans or rustic landscapes, the designers opted for a bold, abstract approach. The result is a visually striking and memorable design that stands out on the crowded grocery store shelves.

The Psychology Behind the Design

To truly appreciate the impact of this packaging, we must explore the psychological principles at play.

• Colour Psychology: The choice of colors is deliberate. Warm hues like red and orange are known to stimulate appetite and create a sense of urgency. In this case, they evoke feelings of warmth, comfort, and indulgence, making the coffee seem more enticing. In short, this colour palette is so. freaking. cool!

• Typography: The art deco typeface is more than just aesthetically pleasing; it carries historical and cultural significance. It evokes a sense of nostalgia and luxury, associating the product with high-quality and timeless appeal.

• Minimalism: The minimalist approach, with its clean lines and absence of clutter, creates a sense of sophistication and modernity. It allows the key elements of the design to shine without distraction.

The Impact on Consumer Behavior

Effective packaging design can significantly influence consumer behavior. In this case, the unique and visually appealing design:

• Catches Attention: It stands out from the competition, making it more likely to be noticed by shoppers.

• Elicits Positive Emotions: The association with Italy and the use of warm colors evoke feelings of pleasure and satisfaction.

• Enhances Brand Perception: The sophisticated and high-quality design elevates the brand's image.

• Drives Purchase Decisions: Ultimately, the packaging encourages consumers to choose this product over others.

The next time you're strolling through the grocery store, take a moment to appreciate the artistry and innovation behind the products on the shelves. A well-designed package can be a powerful tool, capable of captivating our attention, triggering our emotions, and ultimately, influencing our purchasing decisions.

I encourage you to share your thoughts on this particular design and any other packaging gems you've encountered. Let's continue to celebrate the power of design to elevate everyday objects into extraordinary experiences.

A Journey to 50: Lessons Learned and Muscles Gained

A Personal Reflection on Fitness and Well-being

As I reflect on the past year, it's clear that life has been a series of small tweaks, setbacks, and new learnings. These incremental adjustments, often overlooked, have had a profound impact on my overall well-being.

The Power of Small Tweaks

One area where I've focused on making small tweaks is my physical health. It's easy to get caught up in grand fitness goals, but I've found that consistent, small changes yield remarkable results.

I've always been active, but this year, I decided to take a more structured approach to my fitness routine and I embarked on a strength training journey. It wasn't easy, especially at first. There were days when I doubted my abilities and questioned why I was pushing myself so hard. But I persisted, and the rewards have been significant.

Strength training has undoubtedly improved my physical strength and endurance. I can lift heavier weights, climb stairs with ease, and feel more energized throughout the day. Exercise, in general, is a powerful tool for mental health. Strength training, in particular, has helped me manage stress, improve my mood, and boost my self-confidence. While I'm not quite where I want to be, I'm pleased with the progress I've made in terms of body composition. Strength training has helped me build muscle and reduce body fat.

One of the most important lessons I've learned this year is the importance of listening to my body. It's easy to push ourselves too hard, especially when we're motivated to achieve a specific goal. However, it's crucial to recognize when our bodies need rest and recovery. I've incorporated rest days into my routine and prioritize sleep to ensure optimal recovery. By listening to my body's signals, I've been able to avoid injuries and maintain a sustainable fitness regimen.

While I'm proud of the progress I've made, I know that my fitness journey is far from over. I'm committed to continuing my strength training regimen and exploring new ways to challenge myself.

In the coming year, I plan to:

• Increase Strength and Muscle Mass: I'll focus on progressively overloading my muscles to continue building strength and size.

• Improve Flexibility and Mobility: I'll incorporate yoga and Pilates into my routine to enhance flexibility and mobility.

• Maintain a Healthy Diet: I'll prioritize a balanced diet rich in whole foods to fuel my workouts and support overall health.

I encourage you to embark on your own fitness journey, no matter where you start. Remember, small tweaks can lead to big changes. Listen to your body, be patient, and enjoy the process.

A Deep Dive into Wine Packaging

At Eye Candy Design, we've always been passionate about creating visually striking and impactful branding and packaging. While we've had the pleasure of working with a variety of clients, there's one category that continues to intrigue us: wine.

In recent years, the wine industry has faced a unique challenge. While the quality of Canadian wines has soared to new heights, the packaging often falls short. As a result, many younger consumers are turning away from wine, opting for more visually appealing and innovative beverage choices.

Don’t believe us? Just read this report

The Problem with Traditional Wine Packaging

Traditional wine packaging has remained largely unchanged for decades. The standard bottle shape, cork closure, and label design have become ubiquitous, leading to a sea of sameness on store shelves. This lack of differentiation makes it difficult for consumers to distinguish one brand from another, especially when faced with a vast array of choices.

Moreover, the aesthetic appeal of many wine labels often leaves much to be desired. While some wineries have embraced modern design trends, many still rely on outdated and unimaginative visuals. This can alienate younger consumers who are more attuned to contemporary design aesthetics.

The Power of Packaging Design

Packaging design is more than just a pretty face. It's a powerful tool that can influence consumer perception, brand identity, and ultimately, sales. A well-designed wine package can:

• Attract attention: Stand out on crowded shelves and capture the eye of potential customers.

• Communicate brand values: Convey the unique personality and story of the winery.

• Evoke emotion: Create a sensory experience that resonates with consumers.

• Drive purchase decisions: Persuade consumers to choose one brand over another.

A Packaging Renaissance for Wine

To revitalize the wine industry and appeal to a younger demographic, we believe a packaging renaissance is long overdue. By embracing innovative design and bold creative solutions, wineries can differentiate themselves, enhance their brand image, and drive growth.

Here are some key trends and strategies that can help winemakers elevate their packaging:

Minimalist Design: Clean lines, simple typography, and a focus on high-quality materials can create a sophisticated and timeless aesthetic.

Bold Colors: Vibrant and unconventional color palettes can help wine labels stand out and attract attention.

Unique Shapes: Non-traditional bottle shapes can add a touch of whimsy and intrigue.

Sustainable Packaging: Eco-friendly materials and sustainable practices can appeal to environmentally conscious consumers.

Interactive Elements: Augmented reality, QR codes, and other interactive features can enhance the consumer experience.

Storytelling: Incorporating elements of the winery's history, terroir, or winemaking process can create a more engaging and meaningful connection with consumers.

If you're a winemaker who shares our passion for innovative design and believes that your wine deserves a packaging makeover, we invite you to reach out. Let's work together to create a visually stunning and unforgettable brand experience.

By embracing the power of packaging design, we can help revitalize the wine industry and inspire a new generation of wine drinkers.

The future of wine packaging is bright. By embracing bold design choices, sustainable practices, and innovative storytelling, wineries can captivate consumers and drive growth. We believe that a packaging renaissance is not only possible but essential for the long-term success of the wine industry.

Let's raise a glass to the future of wine packaging!

Let's Talk Powers

I wanna talk powers, but sadly there are no superheroes here.

...Hamilton Helmer's book "7 Powers" refers to the seven key strategies or business models that companies can leverage to achieve and sustain a competitive advantage (spoiler: #5 is my fave).

It provides real-world examples grounded in decades of experience as a strategy advisor, active equity investor, and Stanford University professor that help us build a set of mental models to think through strategy.

The seven powers are:
1 .Scale Economies: This means that as a business grows and produces more, its per-unit cost goes down. No surprise there!

2. Network Economies: This refers to the effect where the value of a product or service increases as more people use it. Social media anyone?

3. Counter-Positioning: A newcomer adopts a new, superior business model that the incumbent does not mimic due to anticipated damage to their existing business. For me, Casper mattresses come to mind.

4. Switching Costs: This is when it's difficult or costly for customers to switch from one product to another.

5. Branding: A strong brand can serve as a powerful moat. Consumers are willing to pay a premium for a brand they trust and recognize.

6. Cornered Resource: This is when a company has exclusive access to a valuable resource. This could be in the form of a patent, a unique location, a talented team, etc.

7. Process Power: When a company develops unique/superior methods of doing things that cannot be easily replicated. These processes can provide a sustainable competitive advantage over time.

Stock photo by Vecteezy

Weaving My Way to Creativity

So, here's a little secret about me: I'm not exactly a natural-born artist. I've tried my hand at painting, sketching, and even pottery, but let's just say I'm more of a "creative thinker" than a "creative maker."

But then, this past winter, something unexpected happened. I decided to give weaving a shot.

Now, I know what you're thinking: "Weaving? That's a bit old-fashioned, isn't it?" Well, maybe. But hear me out.

My mom had been trying to teach me to sew, knit, and embroider for years, and I'd always been a total disaster. But for some reason, weaving just clicked. Maybe it was the rhythmic motion, the satisfaction of seeing something tangible emerge from seemingly nothing, or maybe it was just the fact that I could do it without making a complete mess.

Whatever the reason, I was hooked. I took a few classes, bought a small loom, and started experimenting.

Weaving has taught me so much about patience, precision, and the importance of paying attention to detail. It's also given me a newfound appreciation for the craft and skill that goes into creating textiles.

But more than that, weaving has forced me to think outside the box. It's made me look at the world through a different lens, and it's helped me to develop new ways of expressing myself creatively.

Why is creativity important?

Creativity is essential for growth, both personally and professionally. It's what allows us to innovate, solve problems, and find new and exciting ways to do things.

But creativity isn't just about coming up with ground breaking ideas. It's also about being open-minded, curious, and willing to try new things. It's about embracing mistakes and learning from them.

So, what are you doing to expand your creativity?

Whether you're a seasoned artist or just starting out, there are countless ways to nurture your creative side. Here are a few ideas:

• Take a class or workshop. Learning a new skill can be a great way to challenge yourself and spark your imagination.

• Join a creative community. Surrounding yourself with like-minded people can be inspiring and motivating.

• Experiment with different mediums. Don't be afraid to try something new, even if you're not sure you'll be good at it.

• Set aside time for creativity. Make sure to schedule regular time for creative pursuits, even if it's just for a few minutes each day.

• Don't be afraid to make mistakes. Mistakes are a natural part of the creative process. Embrace them as opportunities to learn and grow.

Remember, creativity is a journey, not a destination. There's no right or wrong way to be creative. The most important thing is to have fun and enjoy the process.

So, what are you waiting for? Go out there and start creating!

Is There a Packaging Redesign Opportunity in the Tropical Juice Aisle?

Walking down the tropical juice aisle, do you notice something? The packaging of these products seems remarkably similar. Three brands, all using a logo enclosed in a circle, highly saturated colors, and large-scale, realistic fruit photography. It makes me wonder — is there an opportunity here for a packaging redesign?

Don’t get me wrong, I appreciate the consistent use of vibrant colors and mouth-watering fruit images, but with so many similarities, none of the brands truly stand out. They tend to blur together on the shelf, making it challenging for a consumer to pick one brand over the others.

However, there are a few details worth noting. Take the Rubicon Exotic juice line, for example. I'm impressed with how their packaging aligns the fruit imagery across different SKUs, creating a cohesive visual experience. But, beyond that, the designs feel so alike that they don't really "pop" or make a memorable impression.

So, what do you think? Is there one brand in this aisle that catches your eye more than the others? And if so, why? This could be an interesting exercise in evaluating what makes packaging effective — or not.

Perhaps it’s time for one of these brands to take a bold step in a new direction!

Not all labels are created equal! BOPP versus paper labels

Before you send that label to print - dyk not all labels are created equal?!

A common mistake made in the early days of a new food business is to choose paper labels as a way of cutting costs or in order to choose a more sustainable option.

BUT if your food contains oils or water you can run the risk of the ink spreading.

I mention this b/c I know this happened to several clients of mine who were doing their own label design before working with me.

Here are some other pros & cons of BOPP versus paper:

🔹 Appearance
BOPP Labels: Offer a sleek, glossy, or matte finish. They provide a high-quality, professional look that enhances the product's appeal.
Paper Labels: Offer a natural, rustic, and eco-friendly look. They can be textured and have a classic appeal, perfect for artisan or organic products.

🔹 Adhesion and Application
BOPP Labels: Excellent adhesion to a variety of surfaces, including plastic, glass, and metal. Suitable for products requiring long-term labeling.
Paper Labels: Good adhesion but may not perform well on surfaces exposed to moisture or oils. Great for short-term or dry applications.

🔹 Environmental Impact
BOPP Labels: Made from polypropylene, a type of plastic. While durable, it’s less eco-friendly compared to paper.
Paper Labels: Biodegradable and recyclable, making them a more sustainable choice. Ideal for brands focused on reducing environmental impact.

🔹 Cost
BOPP Labels: Generally more expensive due to their superior durability and appearance.
Paper Labels: More cost-effective, suitable for budget-conscious projects or products with shorter lifespans.

Now you know!

A love of the printed page

On behalf of all designers, I'd like to make a confession:
We still love paper.

From my quarterly subscription to Issues Magazine Shop to drooling over Standards Manual's publications to my sample paper pack from Spicers Canada, I still can't get enough of it.

Press checks are no different. There is still a thrill of opening up a set of hard proofs and seeing your work jump from the screen into real life (coupled with a small panic that you are going to find an error at this late stage). 😳

Of course there are many aspects of our business lives where we can, and should, go paperless. But then again there are some that I hope will live on.

Appreciating a Great Logo: Bold, Memorable, and Full of Personality

Have you ever stopped to truly appreciate a great logo? I mean, really just take a moment to think about what makes a logo stand out. Let’s break it down:

1. Boldness: A good logo makes a statement! It grabs your attention and is easy to recognize, even from a distance. This is all about legibility and clarity — a logo should be immediately identifiable, whether it’s on a billboard or a business card.

2. Unique Shape: A memorable logo often has a distinct, defined shape that hints at the brand’s identity. It becomes something you can instantly recall. When you see it, you know exactly which brand it represents. This is what makes it stick in our minds — the power of instant recognition!

3. Personality: A logo is more than just a design; it’s a character. The color, typeface, and shape all combine to express specific personality traits. And here’s the secret: we connect more with personalities than we do with brands. A logo with personality creates an emotional connection, making the brand relatable and approachable.

So, next time you glance at a logo, take a moment to appreciate the thought and creativity that went into crafting something that is bold, memorable, and full of personality. After all, a great logo is more than just an image — it’s the essence of a brand!

Photo credit: Thumpr455 on Flickr

Getting selected to curate an online Canadian Art Site

It was about a year ago when Partial Gallery approached me with an exciting opportunity. They wanted me to curate a selection of original Canadian art for their website. As someone passionate about art and design, I was thrilled to take on this project. The idea of showcasing Canadian talent and sharing unique pieces with a broader audience was right up my alley.

When I started thinking about which pieces to select, I knew I wanted to focus on something that felt both meaningful and visually striking. After considering various themes, I decided to curate a series that leverages typography. Typography has always fascinated me because it combines visual art with language, creating a powerful way to convey messages and evoke emotions. It’s not just about letters and words; it’s about how they’re presented and the impact they have.

So, I dove into the world of Canadian art, looking for pieces where typography played a central role. I was looking for works that didn't just use text as an element but used it as the primary means of communication. It was important to find art that blended form and function, where the words themselves were beautiful and meaningful.

The process was both challenging and rewarding. I explored countless pieces, each with its own unique take on typography. Some used bold, graphic fonts that jumped off the canvas, while others employed more subtle, intricate designs that drew you in slowly. I found works that played with scale, color, and texture in fascinating ways. Each piece had its own story to tell, and the artists used typography to tell those stories in creative and compelling ways.

One of the highlights of this project was discovering the incredible talent of Canadian artists. There’s so much creativity and innovation in the Canadian art scene, and it was an honor to shine a light on some of these amazing works. From established artists to emerging talents, the variety and depth of the art I encountered were truly inspiring.

As I curated the collection, I kept the audience in mind. I wanted to select pieces that would resonate with a wide range of people, whether they were art enthusiasts or casual viewers. The goal was to create a collection that was accessible yet thought-provoking, with each piece offering something different to discover.

In the end, I put together a series of works that I believe capture the essence of what makes typography such a compelling art form. These pieces don’t just communicate through words; they create an experience that goes beyond language. They invite viewers to look closer, to appreciate the nuances of design and the power of text.

Curating this collection for Partial Gallery was a fantastic experience. It allowed me to connect with the art community, support Canadian artists, and share beautiful, meaningful works with a larger audience. If you haven’t checked it out yet, I highly recommend taking a look. Whether you’re a fan of typography or just appreciate good art, I think you’ll find something that speaks to you.

So, a year later, I look back on this project with pride and satisfaction. It was a journey of discovery and creativity, and I’m grateful for the opportunity to share these incredible pieces with the world. Here's to more art, more creativity, and more opportunities to connect through the power of design.

ICYMI: https://www.partial.gallery/collection/the-meaning-is-in-the-words-by-amanda-devries

Customer is always FIRST

You've heard it before, but it bears repeating: The customer comes first. Always. A common question in branding and marketing webinars is: "How do I market my coffee, winery, baked goods, or fresh-pressed juices?" While it's a great question, if there was one clear answer, wouldn't every brand in these categories be doing the same thing and looking the same to consumers?

Instead, flip the perspective and think about the customer first. Who is your true fan? Is it a health-conscious gym lover, a consummate party host, or a parent putting together school lunches every day? Identify your target audience and narrow it down even further. When you know who your customer is, marketing becomes much simpler. You just need to be where they are and speak directly to them.

For example, if your ideal customer is a health-conscious gym lover, consider marketing your product at gyms, health food stores, or fitness events. Your messaging should focus on health benefits, fitness goals, and ingredients that appeal to this audience. If you're targeting party hosts, show how your product can elevate their gatherings. For parents, emphasize convenience, nutrition, and kid-friendly features.

By understanding your audience's needs, preferences, and habits, you can create messages that cut through the noise. Tailor your branding to resonate with your specific customer base. This personalized approach helps you stand out in a crowded market and build a loyal following.

So, the next time you're wondering how to market your product, start by asking who your customer is. Focus on being where they are and delivering messages that speak directly to them. When you truly understand and cater to your audience, marketing becomes much easier and more effective.

Stock photo by Vecteezy

I've been selected!

I’ll admit it: I still need external validation from time to time. 🙋🏽‍♀️ So when I was asked to design the Association of Registered Graphic Designers (RGD) 2025 certification sticker, both my imposter syndrome and total elation were manifested simultaneously 😂 But srsly I’m so thrilled to have been asked and I can’t wait to focus on design of an entirely different nature. And as Meghan D'Mello, RGD pointed out to me, as designers we just 💖stickers! https://rgd.ca/articles/amanda-devries-rgd-selected-to-design-rgd-membership-sticker-for-2025

A 180 DeVries Turn: Amanda DeVries on the Kirk + Kurtts Podcast

In April 2024 Amanda got a chance to sit down with Kirk Visola and Andy Kurtts on their packaging design podcast.

If you want to hear the whole story of how she got to where she is today, give it a listen!

Retail Roundup

Packaging that Speaks Volumes: Embracing Brand Culture

During a recent retail excursion, I stumbled upon some packaging that caught my eye. What struck me was how these brands fully embraced their culture without hesitation. There was no trying to be trendy or playing it safe – just a genuine embrace of their unique aesthetic.

As a consumer, this kind of authenticity speaks volumes. In a busy grocery store, where I'm rushing to check off items from my list, I appreciate when a brand's packaging instantly tells me whether it's for me or not.

It's refreshing to see companies confidently owning who they are, without worrying about fitting into the latest trends or pleasing everyone. This kind of boldness not only makes their products stand out on the shelf but also fosters a deeper connection with consumers like myself who value authenticity.

In a world where so many brands are vying for our attention, those that stay true to their roots and boldly express their culture are the ones that truly leave a lasting impression.

So here's to the brands that aren't afraid to be themselves – you've definitely earned my loyalty as a consumer!

Want your packaging to be as reflective of your product as these are? Book a call to work with Eye Candy Design!

Le Graphisme chez Deberny et Peignot

Uncovering Typography's Rich History: Insights from "Le Graphisme chez Deberny et Peignot"

A small work break a few weeks back included watching “Le Graphisme chez Deberny et Peignot” .
This was a talk hosted by The Cooper Union for the Advancement of Science and Art and presented by Amelia Hugill-Fontanel presented live this week.

This presentation offered a fascinating glimpse into the world of typography.

What caught my attention was the array of type specimens showcased during the talk. Each typeface had a story to tell, and delving into the history behind them was truly captivating. From classic serif fonts to modern sans-serifs, the diversity of designs showcased the evolution of typography over time.

Deberny et Peignot, the focal point of the discussion, played a pivotal role in shaping the landscape of graphic design. As I learned more about their contributions to the field, I gained a newfound appreciation for the craftsmanship and innovation that went into creating these typefaces.

One aspect that stood out to me was the accessibility of the talk. Being able to watch it on YouTube made it convenient for anyone interested in typography or design to access this wealth of knowledge. I found myself eagerly sharing the link with friends and colleagues, urging them to explore the world of typography alongside me.

What resonated with me the most was how the talk sparked my creativity. As I immersed myself in the intricate details of each type specimen, my mind began buzzing with ideas for future projects. The talk served as a source of inspiration, igniting my passion for typography and design.

"Le Graphisme chez Deberny et Peignot" offered a unique opportunity to delve into the rich history of typography. Through engaging visuals and informative narratives, Amelia Hugill-Fontanel provided valuable insights into the evolution of type design.

Whether you're a seasoned designer or simply curious about the world of typography, this talk is sure to leave you inspired and eager to explore further.

Feel free to watch it yourself here:

https://www.youtube.com/watch?v=fcfjg85XEyc
Soooo up my alley; my mind is spinning!

Featured image via: https://patrimoine.seinesaintdenis.fr/Deberny-Peignot

Does your branding or packaging project need that vintage touch with a modern sensibility? Then get in touch with us today

Marketing Thoughts from the Big Guns

“If you think good design is expensive you should look at the cost of bad design” - CEO, Jaguar Land Rover

The True Cost of Design: Lessons from Jaguar Land Rover

In the realm of business and innovation, the significance of design cannot be overstated.

It's not merely about aesthetics; it's about functionality, user experience, and ultimately, the success of a product or service. This sentiment is poignantly captured in a quote attributed to the CEO of Jaguar Land Rover: "If you think good design is expensive, you should look at the cost of bad design."

These words encapsulate a profound truth that resonates across industries and sectors. At first glance, investing in good design might appear as an added expense, a luxury that can be trimmed to cut costs. However, this perspective fails to acknowledge the long-term implications of overlooking design quality.

Consider the automotive industry, where Jaguar Land Rover stands as a beacon of innovation and craftsmanship. In the fiercely competitive landscape of automobile manufacturing, design plays a pivotal role in attracting customers, differentiating brands, and ensuring user satisfaction.

A poorly designed vehicle not only tarnishes the reputation of the manufacturer but also incurs significant expenses in recalls, repairs, and lost opportunities.

Beyond automobiles, the principle applies to virtually every product or service imaginable. From consumer electronics to mobile applications, from architectural structures to household appliances, design influences every aspect of our lives.

A well-designed product enhances usability, fosters brand loyalty, and drives profitability. Conversely, a poorly executed design can lead to customer frustration, negative reviews, and diminished market share.

The true cost of bad design extends far beyond the initial investment. It encompasses the expenses incurred through rework, customer dissatisfaction, and missed opportunities for growth. In contrast, prioritizing good design yields dividends in the form of enhanced user satisfaction, increased sales, and a stronger brand reputation.

As businesses navigate the complexities of the modern marketplace, they must heed the wisdom encapsulated in this quote.

By recognizing the value of good design and investing accordingly, organizations can position themselves for long-term success, leaving behind the costly repercussions of neglecting this fundamental aspect of innovation.

Photo by Edho Pratama on Unsplash

One weird trick when building your brand

Unlocking Your Brand's Persona: The Power of a Celebrity Analogy

Crafting the personality of your brand can be a puzzling task for many business owners. It's an abstract concept that often eludes clear definition. However, during the onboarding process, there's one unconventional tactic that sparks instant clarity: asking the question, "What celebrity would you hire to advertise your brand?"

While it may seem peculiar, this question acts as a catalyst, igniting imagination and revealing insights into the ideal personality that aligns with your product or service. Whether it's envisioning Ellen DeGeneres or Matty Matheson, the chosen celebrity serves as a symbolic representation, embodying the essence and qualities you wish to convey.

From this simple analogy, a cascade of understanding follows. It provides a foundation for determining the brand's tone of voice, aesthetic preferences, and overall messaging strategy. Colors, typography, packaging, and even photography choices can all be informed by this single, illuminating question.

For instance, selecting Ellen DeGeneres might suggest a brand that is cheerful, inclusive, and uplifting, while opting for Matty Matheson could signify authenticity, boldness, and a hint of irreverence. These associations not only streamline the branding process but also inspire meaningful conversations and strategic directions.

In essence, this unconventional approach unlocks a treasure trove of insights, allowing businesses to paint a vivid and cohesive picture of their brand persona. By tapping into the familiarity of celebrities, entrepreneurs can distill complex ideas into tangible attributes that resonate deeply with their target audience. So, while we may not offer tips for shedding belly fat, we certainly provide the secret ingredient for sculpting a memorable and impactful brand identity.

Photo by Jarvik Joshi on Unsplash