Design

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What we know about packaging

Article • WARC Best Practice, July 2018

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

What we know about brand identity and image

Article • WARC Best Practice, March 2019

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Anheuser-Busch: Raising the Bar – A Stock Imagery Refresh

Case Study • SABRE Awards, North America, Beverage, Gold, 2019

Anheuser-Busch, a brewing company, promoted social good platform, Elevate, by launching a free repository of high-quality beer imagery in the US.

Microsoft: Making Gaming More Inclusive with the Xbox Adaptive Controller

Case Study • SABRE Awards, North America, Technology: Hardware, Gold, 2019

Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

BBC Good Food’s ‘quick and dirty’ approach to voice technology delivered results

Article • Alex Brownsell, Event Reports, Digital Innovators’ Summit, March 2019

BBC Good Food, the Immediate Media publishing brand, partnered with Amazon to launch an Alexa skill enabling users to access its archive of 12,000 recipes.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Research Paper • LG Pee, JJ Jiang and G Klein, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 178-194

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

Consumers' responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

Research Paper • Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156

Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.

How Alkimi tapped the science of nature

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

The launch of natural cleaning brand Alkimi was informed by “disruptive ethnography” and semiotics.

How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Research Paper • Stacy Wood, Stefanie Robinson and Morgan Poor, Admap, April 2019

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

Time for brands to reach out to the human senses

Article • Andrew Wardlaw, WARC Exclusive, March 2019

Andrew Wardlaw of MMR shares key highlights from the first in a series of global events called BE THE CHANGE, which seek to confront key issues facing brand owners.

Helzberg Diamonds: Helzberg Diamonds Breaks the Rules of Engagement

Case Study • SABRE Awards, Best in Broadcast Media (Earned), In2, 2019

Helzberg Diamonds, a jewelry retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.

Aflac: My Special Aflac Duck

Case Study • SABRE Awards, Most Innovative Brand Marketing/Communications Professional - Brand, In2, 2019

Aflac, an American insurance company, increased sales and brand awareness in the US by providing children battling cancer with a robotic duck toy, symbolic of its logo, to comfort them throughout treatment.

KitKat Love Story

Case Study • SABRE Awards, Best in Real-time Engagement, In2, 2019

The Hershey Company, a chocolate and cocoa products company, increased awareness for its KitKat brand in the US by launching an engagement ring box in the shape of a KitKat that revealed a ring when broken.

Why digital packaging is a huge opportunity, and a colossal challenge

Article • Peter Knapp, WPP Atticus Awards, Merit, 2018

Explains how digitally connected packaging presents a challenge and an incredible opportunity for companies looking to integrate further into consumers’ lives.

Choosing imagery in advertising healthy food to children: Are cartoons the most effective visual strategy?

Research Paper • Maria Lagomarsino and L. Suzanne Suggs, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 487-498

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Microsoft: Xbox Design Lab Originals - The Fanchise Model

Case Study • Direct Marketing Association - UK, Grand prix, 2018

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Centrica Business Solutions: Bringing Energy Resilience to life

Case Study • Direct Marketing Association - UK, Bronze, 2018

Centrica Business Solutions (CBS), an energy solutions company, launched a global campaign to build awareness and deliver revenue.

Children's Hospice Association Scotland: The joy of CHAS

Case Study • Direct Marketing Association - UK, Gold, 2018

Children's Hospices Association Scotland (CHAS), a non-profit organisation, launched a new alphabet created by children of CHAS families to increase awareness of its mission in Scotland.

That's a wrap: Storytelling through product packaging

Article • Sharon M. Goldman, ANA Magazine, ANA Magazine, November 2018

With strong product packaging, brands can break through at the store shelf, according to experts in the US.

Human Plus Digital Equals Agile and Accurate: How holistic communities can provide depth, rigour and quality to impatient stakeholders

Research Paper • Philip Morrison and Alex Johnston, ESOMAR, Fusion, 2018

The Distilleries, an insights company, and research firm Jigsaw, discuss taking a holistic approach to online communities in the UK and developing a mindset that focuses on the client end-game, rather than any fixed methodology.

UX Research in a Developing Country

Research Paper • Camila Borja and Luciano Lauri Pires, ESOMAR, Fusion, 2018

ITAU, a Brazilian publicly quoted bank, created design sprints and used a mixed methodology research approach to identify pain points for its users in Brazil, which would help improve its service.

Pizza Hut gets a taste for digital testing

News • 12 November 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.

Shell Select: Celebrating 125 years of Shell with Boey water2go

Case Study • Chan Su Ling, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2018

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

What we know about brand identity and image

Article • WARC Best Practice, March 2019

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
An insider’s guide to selling on Amazon

Article • Sam Peña-Taylor, WARC Exclusive, September 2018

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.
What we know about packaging

Article • WARC Best Practice, July 2018

Provides guidance on using packaging to create standout for brands and drive purchase consideration.
Choosing imagery in advertising healthy food to children: Are cartoons the most effective visual strategy?

Research Paper • Maria Lagomarsino and L. Suzanne Suggs, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 487-498

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.
How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.
The new consumerism and its impact on food forms

Article • Euromonitor Strategy Briefings, November 2016

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.