Warc index
 

This article discusses the much-criticised logo for the London 2012 Olympic Games, and argues that while the execution was imperfect, the underlying conception is radical and interesting, and has not ...

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the US deodorant market and the development of Gillette Clear Gel. He describe ...

Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design. This paper explains how the Dutch Designers Associa ...

This comprehensive research study reveals that credence qualities are often elaborated and harmonized using different signaling instruments, the choice of which reflect a company's characteristics and ...

With some 30,000 items in the average supermarket, consumers are bewildered by choice. The authors of this paper argue that good design provides a way in which consumers can avoid becoming paralysed b ...

This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build ...

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, discuss how brand design can inspire and involve consumers, now that product experience and presentation are rec ...

Describes the 2001 launch campaign for ING as a new financial services brand in the U.S. Illustrates the importance of brand and advertising differentiation to gain attention in a well-established mar ...

This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging. Louis Cheskin’s concept of Sensation Transference provides the basis for ...

In this article, based on a speech to the Business of Marketing Strategy Conference in April 2004, Cheryl Swanson, co-founder of Toniq, describes the evolving visual landscapes of the last 40 years an ...

In the bear-pit that is the retail environment, only one thing marks out the winners from the losers: being noticed. Without the right packaging and the right location, any product can end up lying du ...

The shape of a brand's packaging is a crucial factor in achieving two fundamental objectives - visibility on-shelf, and brand understanding. The authors argue that the 3D aspects of pack design can c ...

This article discusses in considerable depth the question of whether pack design reflects changes in society. The authors argue that the influence of trends can be seen in advertising but the brand n ...

When consumers think of a brand they usually picture the package. Most marketers focus on its advertising. In a recent study the contribution of the current advertising to the brand's health and pos ...

This paper considers the empirical determination of the effects of on-pack nutrition information on brand-choice behavior. It approaches the effects of nutrition characteristics and interpersonal diff ...

Describes a study that investigates the effects of different design colours on the same product, particularly in the way that it is perceived and evaluated by consumers. The experiment reported is pa ...

This research confirms that a nation's culture has repercussions for its packing design. How this is handled is up the owner of the brand. If a packaging design is to be adopted to the perceptual fr ...

This article describes a packaging innovation called the Air Box, which has been developed in to a display window for fragile items.

The author contends that appropriate use of colours in product, pack and advertising design is crucial to brand building - and that it is undervalued in the brand development process. He suggests a m ...

The author looks back over forty years of brand packaging design in the USA - quoting examples from many companies from Corning to Haagen-Daz.

Starting from the premise that 'the package is the product', the author, the head of a pack design company, describes his design methodology which integrates pack design into the product development p ...

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroug ...

This paper will mainly show the actual interest patients feel towards the instructions but also the difficulties they face in trying to understand them accurately and will suggest ways to eliminate th ...

As a result of media coverage and other events, public awareness and concern about the environment, particularly in highly industrialized countries, has grown. Given the desire of many consumers for e ...

This paper points out the need for advertisers to consider the amount of label/package ingredient information as a variable influencing consumer quality perceptions. Previous research results linking ...