![]() The agency has also redesigned Macleans toothpaste, with a modern pack that moves away from the traditional, utilitarian values of dutiful daily maintenance towards a more beautifying, cosmetic feel.Ĭoley Porter Bell creative director Stephen Bell says that consumer research is an essential guide to the directions in which the design can go. We want to provoke consumers into a reaction,” adds Williams.Īnother agency that has built a reputation for radical thinking is Coley Porter Bell, which last year grabbed headlines with Kotex sanitary towels, by splashing the (formerly taboo) colour red on the packaging, alongside imagery that accentuates the positive, pampering side of being female. ![]() The whole purpose of branding is differentiation. I don’t need the packaging to tell me what category it is in, because it will be sitting with the other detergents in the shop. “I absolutely reject the notion of category language. “They think customers go into a zombie-like trance in the supermarket and that they need a big logo and familiar visuals to take them to the right place. “People seem to think consumers want a picture of some fish fingers and some steam, so they stick with that,” he says. But he says there are still many clients that are not brave enough to bite the bullet. Williams says his agency is lucky, in that it has built a reputation for major redesigns, so he is approached by clients who have already rejected the idea of mere tweaking in favour of “doing a Hovis”. There are precious few radical redesigns.” It amazes me how much moving of the furniture on the Titanic there is. He says: “You’ll never catch us just adding more steam to the picture of the mug on the soup packet. ![]() Richard Williams, a director of Williams Murray Hamm, the agency that came up with the bold packaging for Hovis, firmly believes that it is virtually impossible to go too far. ![]() Is this really the best policy, or are the greatest rewards to be gained from the biggest leaps of faith? TS Eliot wrote: “Only those who will risk going too far can possibly find out how far one can go.” Design is one area of marketing that offers great scope for creative solutions, yet many marketers are prepared to take a risk only if it’s so carefully calculated that it is actually playing safe.
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