tag:blogger.com,1999:blog-6584868948450534242024-03-05T20:10:57.311-08:00Shelf IdentityShelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comBlogger15125tag:blogger.com,1999:blog-658486894845053424.post-14656435052185674522012-07-23T21:29:00.002-07:002012-07-23T21:29:54.989-07:00Tuned Branding Design for your needs<div dir="ltr" style="text-align: left;" trbidi="on">
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A Branding Design can work wonders when it comes to identity and reputation. We at Shelf Identity ensure to create such designs which can boost your image in the industry. Our experienced staff can cater to all your requirements without any problem; they have years of knowledge which is utilized in the right manner. We create an image of your brand which can be recognized in the industry, from Brand Analysis to Brand Articulation everything is designed to suit your needs. Consumer insight is also given special preference when it comes to such designs. We would be providing you samples that can help in selecting the right one; it would surely match your requirements as we utilize international standards.
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We have our own website which can be checked to know more about Branding Design. All you need to do is log on to <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> and give us a call. We have our Technical Team that can answer all your queries when it comes to designs. They can also guide you in selecting the right type of design which will accurately match all your products.
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<a href="http://www.shelfidentity.com/design-strategy.html">Branding Design</a> is done at a whole new level; you can feel the difference when it comes to such services that we have to offer. Do business with us and see how we expand your horizon, all our services are provided with use of latest developments from the technological side. We surely know the industry over these years and are capable of providing you top notch options for designs that can reveal your true identity.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-76726567555996855272012-07-18T03:19:00.000-07:002012-07-18T03:31:07.520-07:00Packaging Design for Your New Launches<div dir="ltr" style="text-align: left;" trbidi="on">
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Packaging Design works perfect when it is designed in preferred manner. We at Shelf Identity ensure to provide you top class designs when it comes to packages. Our years of experience in this field have given us the tools that can be used to come up with designs that can last long and attract customers. A good <a href="http://www.shelfidentity.com/package-design.html">packaging designs</a> bridges the gap between the customer and the product, this is the ideology in which we believe in. Our design team will create visuals/samples which can give you a brief idea about the entire design. Illustration of samples will be according to the features of your product, in our designs we like to tell more about the product. The customer should know that yes this is the one I need for my day to day tasks. This sort of feeling is generated from our designs which are world class. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBiH_LqkeHr090GDUh8xrySK4f3k9vxn2OG_DFrMUXuDJAwnFnNxBK4_sol23NgYY97gVRqteAF2aN3wT6BtFIkJS4Ib5Pk-dEGSyYbZnbZU1VLA2EB6IuUpurgdRuqkMEtp1Ye7HUAq-i/s1600/shopers.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="172" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBiH_LqkeHr090GDUh8xrySK4f3k9vxn2OG_DFrMUXuDJAwnFnNxBK4_sol23NgYY97gVRqteAF2aN3wT6BtFIkJS4Ib5Pk-dEGSyYbZnbZU1VLA2EB6IuUpurgdRuqkMEtp1Ye7HUAq-i/s320/shopers.png" width="320" /></a></div>
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We have our website which can be checked to know more about Packaging Design. All you need to do is log on to <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> and give us a call; our Design Team will assist you in converting your dreams into reality. This sort of confidence is delivered by our team who has years of experience in this field. We adhere to international standards when it comes to creating such designs, tools used are updated on regular basis, and it can surely bring out wonders. Conversion of your sales will be taken care by our designs which are different from the rest; we would be surely providing you multiple samples.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-24210365956921019732012-07-11T00:08:00.002-07:002012-07-11T00:08:53.805-07:00Custom Branding Design from Shelf Identity<div dir="ltr" style="text-align: left;" trbidi="on">
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A custom Branding Design can work perfect as it is tailored for your specific product needs; it carries the image of your organization in brief. A Branding Design bridges the gap between the product and the customer, striking illustrations can actually attract the customer to try your product. We understand what the customer has its in brand; we portray it exactly the way it needs to be done, with years of experience we are able to perform with 100% accuracy. Every product has something unique in its design; our designers find it out and explore it with minute detailing. The entire concept revolves around this design and then it is detailed to bring out features which the customer will go through. For high end conversions in sales our strategies have worked perfect, they are custom made to suit requirements.
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Please log on to <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> to find more information on branding design, our website is filled with data that can help in making a selection. Give us a call; our Design Team is ready who can handle all your queries when it comes to <a href="http://www.shelfidentity.com/design-strategy.html">Branding Design</a>. Expect cost efficient solutions which can work for longer durations, our services are catered precisely according to your nimble requirements. Expand your horizon by working with us as we know the knack to convert your dreams into reality, you can even go through the testimonial page which will carry feedback of our service. We can surely bring down your operation costs when it comes to designs that can defy your brand.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-47128682019733944102012-07-04T01:42:00.000-07:002012-07-10T23:54:18.369-07:00Corporate Branding Design- The Need of a Product<div dir="ltr" style="text-align: left;" trbidi="on">
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Corporate Branding Design work perfect when they need to deliver your passion for excellence. We at Shelf Identity ensure to provide you designs that can lift you up and ahead of your competitors. Our years of experience shouts on the dynamics of a new and upcoming product, be it an old one we precisely know how to rub the lamp in précised manner. Delivery of those minute inputs with calculated output is our specialty, our past clients have been lucky in experiencing such type of service and so will you be. Quality is something that Shelf Identity is obsessed with, we ensure complete package that can work wonders for your needs.
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Corporate <a href="http://www.shelfidentity.com/design-strategy.html">Branding Design</a> is an important part if you own a brand; it has the capacity to take your brand to new heights. We have our own website ready which can be checked to know more information on Corporate Branding Design. All you need to do is log on to <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> and give us a call. Our Sales Team is present that will guide you in making the right selection; they have years of experience which can prove essential when it comes to branding designs.
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Your project would be kept on priority and samples would be delivered that can be selected as per your needs. Till date we have created designs which are tailor made and would follow to do that as matching your requirements is our priority. We also need inputs from your end as delivering a design which is so perfect and matched to perfection is only possible by knowing the features of the brand.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-5251105107368255352012-06-25T22:56:00.002-07:002012-06-25T22:57:54.983-07:00Varied Branding Design from Shelf Identity<div dir="ltr" style="text-align: left;" trbidi="on">
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Branding Design plays an important role in the process of launching a new product in the market. Product branding needs to be done in an appropriate manner; it is the first thing that a customer notices about a particular product. We at Shelf Identity create top notch Branding Designs that can work wonders for your product line. Our years of experience have given us an added advantage, quality is something that we are obsessed with. Our entire team focuses on creating designs that can project the true colors of the brand.
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Branding design means creating end-to-end solutions for a particular product—from its marketing to its overall presence in the market. If branding is executed in correctly, the sale of a product can soar by up to 50%. It works as a bridging cap between the manufacturer and consumer. This is what attracts the customer to buy your product in the market against all odds and competitors. Therefore, to deliver the right punch, correct calculation of force is a must. Our ideas are unique, in that they can rocket launch your product in the market.
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtgDN0pbxRVUAk84w7b0zA0ugzvxdfUqVpOeGS1awUtUBaM0IapFC_o4M0NysT2hhTl2O5lOuThLH7kg6PbCXg1SJBBZdqllMKRHzUwo8fTANmCsmNK40Kky7_4tBp9GaeBpypLiVVfPWz/s1600/shopers.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtgDN0pbxRVUAk84w7b0zA0ugzvxdfUqVpOeGS1awUtUBaM0IapFC_o4M0NysT2hhTl2O5lOuThLH7kg6PbCXg1SJBBZdqllMKRHzUwo8fTANmCsmNK40Kky7_4tBp9GaeBpypLiVVfPWz/s400/shopers.png" width="400" /></a></div>
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We have our own website which you can browse to know more about <a href="http://www.shelfidentity.com/design-strategy.html">Branding Design</a>. All you need to do is log on to <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> and give us a call. Our technical team can sort out all your requirements relating to designs and templates; they have years of experience in this field and have delivered exceptional performance.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-62817812430138848142012-06-18T01:42:00.000-07:002012-06-18T05:22:34.742-07:00Packaging Design Solutions from Shelf Identity<div dir="ltr" style="text-align: left;" trbidi="on">
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Packaging Design can give the right boost to your product. We at Shelf Identity create varied designs that give your product the perfect dimension. We have years of experience which delivers exceptional performance when it comes to designing products. International standards are adhered to in our world-class service. We believe that packaging creates a spark in the mind of the customer; it is a medium which bridges the gap between the consumer and manufacturer. If you want attractive designs then we have the blue prints that can rocket your product ahead of its competitors.
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcBfiat0dzKz1V71SuTpMkMxi9P34PMN-d5PY86OJwE_cZi-DOvdJG8O-e0pHabosut-a6w4IHcJ8HpfHQ_GFCkFBiy0SCk4BvUAokN-081W8fVobJRtQzSJV9oc6ujGmQGA8mKEAQisbw/s1600/f&b5.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"> <img border="0" height="278" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcBfiat0dzKz1V71SuTpMkMxi9P34PMN-d5PY86OJwE_cZi-DOvdJG8O-e0pHabosut-a6w4IHcJ8HpfHQ_GFCkFBiy0SCk4BvUAokN-081W8fVobJRtQzSJV9oc6ujGmQGA8mKEAQisbw/s400/f&b5.png" width="400" /></a></div>
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Every <a href="http://www.shelfidentity.com/package-design.html">Packaging Design</a> is created after knowing its features. We will give you the precise output as this product is your creation, giving that extra makes the difference. To experience our design acumen, you can get in touch with our Technical Team who can provide you expert advice and guide you in the right direction. All our strategies are chiseled out to suit your needs and perfections; we do not leave even a speck of irregularity.
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifvYkd0jcjTpcfM4PlvUGVGrPm_86JkvZM7F6N4sedVByT7253KCDxKWUQ5aF72GJAq5oK0rfOzqqPFhUJP_PlNrv45NLZDt9RkQWoo0doiUYHdvLE_MlXUCYM5o6DyQfJloZJHkc7zrdh/s1600/health-care2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="278" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifvYkd0jcjTpcfM4PlvUGVGrPm_86JkvZM7F6N4sedVByT7253KCDxKWUQ5aF72GJAq5oK0rfOzqqPFhUJP_PlNrv45NLZDt9RkQWoo0doiUYHdvLE_MlXUCYM5o6DyQfJloZJHkc7zrdh/s400/health-care2.png" width="400" /></a></div>
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We have our own website which can be checked to know more about Packaging Design. Visit <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> and you have a galore of options ready for your service. You can even go through our product catalogue to get a hint of our creations which have made their presence felt in the market. We would provide you samples that can bring out the true features of your product; these samples will be created through your inputs and our creativity. They would surely be unique and different from the usual design patterns you have come across.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-87920501657160250492012-06-04T23:22:00.001-07:002012-06-04T23:28:17.596-07:00An Unending Corporate Branding Design Strategy<div dir="ltr" style="text-align: left;" trbidi="on">
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Having a Corporate Branding Design Strategy can work wonders if executed at the right time and in the prescribed manner. We at Shelf Identity have are leaders in creating such business oriented strategies. We worked closely with several consumer based products that are used to create an attractive design that radiates attention seeking capabilities. Corporate Branding Design involves the overall outlook of any product which incorporates the name of the brand; therefore it is important to inculcate this characteristic in its design.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEUUfkLV8Ry68HseaqKUjS3IwDxGW_T63qSqp6XponPM3roYn7-j9fTBcm6pLyWICV3qMJJhek7WZNUxusqirrZxt51ImbTkzCe9e4SAohKSwDtFIqLgM0FMRtj1yvP7pL3dhXep8OYq4X/s1600/experiance-inn-bg.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEUUfkLV8Ry68HseaqKUjS3IwDxGW_T63qSqp6XponPM3roYn7-j9fTBcm6pLyWICV3qMJJhek7WZNUxusqirrZxt51ImbTkzCe9e4SAohKSwDtFIqLgM0FMRtj1yvP7pL3dhXep8OYq4X/s400/experiance-inn-bg.png" width="400" /></a></div>
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We at have designed one of type designs which have delighted the customers for years to come. Being present in this field has given us power and knowledge to deliver exceptional strategies which are still used in the market. An attractive packaging surely works wonders as it catches your attention; it exactly knows how to travel in your cart bag.
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We also have our own website which can be checked to know more about <a href="http://www.shelfidentity.com/design-strategy.html
">Corporate Branding Design</a>. All you need to do is log on to <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> and give us a call. With your objectives our Design Team will create samples that can help in expressing your ideas in the products. Packing is one of the important components that drives the attention of a valued customer, if it’s done in the right manner then expect multiple conversions in least time. Your entire operation costs will be reduced giving you ample of resources to create new products and contemplate on expansion of your business. We at Shelf Identity work according to international quality standards, keeping the customer happy is our primary objective. Quality should be present in everything we do; this is our approach towards all our services offered.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-20272188178568071852012-05-22T22:16:00.004-07:002012-06-25T23:09:45.049-07:00Packaging Design – The Technological Advancement<div dir="ltr" style="text-align: left;" trbidi="on">
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Packaging Design plays an important role in the overall lifecycle of a product. It does contribute in delivering the right type of looks in regards to its features. Shelf Identity is an experienced brand in regards to Packaging and Product Designing. Every design created has its own uniqueness, we ensure to capture the main features of your product and yield it in its colors and graphics. </div>
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This eventually returns maximum number of conversions in a given period. Shelf Identity is and experienced brand in creating top notch <a href="http://www.blogger.com/www.shelfidentity.com/package-design.html">Packaging Design</a> for your products. Our Design Team has several years of experience in creating one of kind packing details. We adhere to international quality standards when it comes to designing consumer based products as we want the best from our creation. With your mentioned objectives we would provide you samples that can help in making the selection, these samples will be based on the features of the product. We study your product in detail, the design radiated out of our designers is purely skill based.</div>
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Get in touch with us to know more about our services, visit <a href="http://www.shelfidentity.com/">http://www.shelfidentity.com</a> for more details regarding branding and packing upgrades. We are just one phone call away; our Sales Team will guide you in selecting the right product for your needs. Team will suggest you in the right manner and also ensure to guide you in the right direction. Packaging any product requires basics to be cleared, our Team certainly understands the way market performs when a new or refreshed product in launched. Based on those concepts we create designs which truly stand out and make your conversions go higher day by day. We also know how to communicate the key product information that can provide benefits and guide the customer to use the product in the right manner. Do business with us and see how we expand your horizon.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-90899930685924952382012-04-24T21:32:00.002-07:002012-05-31T02:09:03.977-07:00Why Award-Winning Packaging Design Isn’t Enough<div dir="ltr" style="text-align: left;" trbidi="on">
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What good is a professional corporate branding design or high-level packaging design if it doesn’t sell at the shelf? Your design can win awards or get approved by the people in the boardroom, but it’s pretty meaningless if the product doesn’t sell.
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You want it to sell, because without sales, your buyer and their company won’t be successful, and you won’t be successful either. If your packaging design sells, they will continue to work with you. They’ll value your experience, expertise and creativity, and your sales savvy and knowledge.</div>
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Why won’t it sell? Because even though it might be pretty, your <a href="http://www.shelfidentity.com/design-strategy.html">branding design</a> might not necessarily speak to the audience’s needs and wants. It might be award-winning packaging design, but it’s also got to impress and motivate the shoppers enough to pick it up and buy it. It’s got to speak to the needs and the wants of the consumer who is looking at the shelf.
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The product also has to be high enough quality to make the consumer purchase the product again. Your <a href="http://www.blogger.com/www.shelfidentity.com/package-design.html">packaging design</a> is the first chance your product has to get picked up. But if the quality of the product itself, whether it be shampoo, body cream or anti-wrinkle cream, isn’t up to par, then it will only get purchased once. This is why great packaging design is even better when it’s supports a good quality product.
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By giving your product a strong shelf identity, it will get noticed and purchased. Go the extra mile with your corporate branding design to make sure it sells.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-46226473948233092952012-04-10T01:06:00.002-07:002012-04-10T01:29:28.188-07:00Things To Consider When Creating Packaging Design<div dir="ltr" style="text-align: left;" trbidi="on">
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When it’s your job to create the best packaging design for a company, you’ve got to consider a few important things.<span id="goog_105708250"></span><span id="goog_105708251"></span></div>
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• <b>Budget</b> – What is their budget? You’ll need to know before you can figure out what’s possible. Discuss budget up front, and it will help you figure out if you can bring in a team to help with your design. In order to maximize their budget, it’s important to have time on your side.
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• <b>Timeline</b> – Creating effective <a href="http://www.shelfidentity.com/design-strategy.html">corporate branding design</a> is difficult on a short timeline. That’s why it’s important to get involved early in the process. When you’re working with buyers, make sure they get you involved as soon as possible. Once they have a concept for a product, they need to call you go you can begin your research, strategy and creative process.
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• <b>Audience</b> – Make sure the branding design will resonate with the audience at the shelf. Do your research, look at other packaging design, and try to get inside the audience’s heads. What are their needs? What motivates them?
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• <b>Thinking outside the box</b> – You want to stand out from all the other packaging designs on the shelf. How you can be memorable? How can you be different? What can you do with your design to stand out? Sometimes this means thinking outside the box and taking a new approach that hasn’t been taken before.</div>
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• <b>Speaking to the value</b> – What is the value this audience will get by buying your product? How can your <a href="http://www.shelfidentity.com/design-strategy.html">branding design</a> make the audience understand the value of your product?
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• <b>Shelf price</b> – What is the product selling price? If it is high, your packaging design needs to look even more elevated and expensive. This is what will help the audience be motivated to purchase. Would you want to spend a lot of money on <a href="http://www.shelfidentity.com/package-design.html">packaging design</a> that looks cheap? Take the extra time to make this branding design look worth it.
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC9qxCpPcEV2Rj-RhjbttUMI5V8OYUjABBIZw0gqcgr-mYR4DTqnTuGhVcZiiFyWlFZgmD7YYWuD8Iz_MCnkKujeLqvBBRHwdv8eLEqfAa5GDdDZ0s_3LCNRW29PDQ0aZvhYLiJVeVWExW/s1600/caliber-stationery-line.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="223" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC9qxCpPcEV2Rj-RhjbttUMI5V8OYUjABBIZw0gqcgr-mYR4DTqnTuGhVcZiiFyWlFZgmD7YYWuD8Iz_MCnkKujeLqvBBRHwdv8eLEqfAa5GDdDZ0s_3LCNRW29PDQ0aZvhYLiJVeVWExW/s400/caliber-stationery-line.png" width="400" /></a></div>
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• <b>Decision makers</b>-Who are the decision makers for this branding design project?
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• <b>Selling at shelf</b> – Ultimately, it’s important that your packaging design has a shelf identity. It needs to sell at the shelf.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-83248565003647981282012-03-18T22:53:00.000-07:002012-05-31T02:09:24.336-07:00The Rule of 3: How to Help Evolve Your Client<div dir="ltr" style="text-align: left;" trbidi="on">
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Do you ever feel like a note taker instead of a creative problem solver?
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Has a buyer ever sketched out what they want for you, and said, “I’m practically designing it for you?”
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If you’ve ever dealt with a buyer who wants something very specific, and they’re telling you the solution instead of the problem (link to Creative briefs: Stop telling me the solution), I have a method that will help.
First, know that this buyer, who wants something very specific, is frightened. They’re frightened you won’t get it, or you’ll come up with something completely off the mark. So they play it safe. They devise a solution (that probably looks like all the product’s competitors) and they instruct you, very precisely.
You need a non-scary way to evolve your clients.
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Over the years, I’ve developed an evolution method of sorts. It’s less about the creative process, and more about crossing the bridge to where your clients feel comfortable. (link – 6 tips to wow the left brainers) <a href="http://shelfidentity.blogspot.in/2012/01/6-tips-to-wow-left-brainers.html">http://shelfidentity.blogspot.com/2012/01/6-tips-to-wow-left-brainers.html</a>
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Use The Rule of Three.</b>
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By giving your client three layouts, you can help them evolve—in a way that feels comfortable for them.
Layout 1 - I unplug my right brain and do exactly what this buyer asked for. I try not to die of boredom in the process. I come up with a design that’s safe, humdrum, and that we’ve all seen a million times. Ultimately, your buyer knows this layout is safe. They’ve already seen in the marketplace.
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Layout 2 – This is my interpretation of what they wanted. If in the creative brief, they kept saying “natural,” I interpret how “natural” makes me feel. Layout number says “natural,” but not as super literally as Layout 1. It solves the problem. When they look at Layout 2, my buyers say, “He got in my head and figured out what I really meant.” (Of course this is based on the shelf—because I always start at the beginning.) (link to Are you Really Starting at the Beginning.) <a href="http://shelfidentity.blogspot.in/2012/01/5-questions-to-get-inside-your.html%20" target="_blank">http://shelfidentity.blogspot.com/2012/01/5-questions-to-get-inside-your.html</a><br />
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Layout 3 – This layout is out there. If it’s “natural,” it’s practically a box of dirt. It’s the design that wins the award, but doesn’t necessarily sell at the shelf. This design is what your buyer was painfully afraid of happening if you didn’t follow their absolute direction. It scares them back to layout 2 which the one you wanted them to go with.
Eventually, you’ll gain your buyers trust. They’ll get better at choosing. After a year, Layout 2 starts to look safe, and you can help them become even better at solving problems by pushing them further.
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This approach lets me do what I do best—but in a way that is best for the client, too.
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</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-29184761620017866352012-03-12T03:34:00.002-07:002012-03-22T04:33:08.629-07:00Creative Briefs: Stop Telling Me the Solution<div dir="ltr" style="text-align: left;" trbidi="on">
Clients/Buyers seem to always have an answer. Maybe after being burned by bad creative, they learned to do this to protect them selves. Let’s say there’s a new, natural, organic hand soap that needs packaging. Maybe the buyer fills out a creative brief, or maybe they tell you what they need, verbally.
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But instead of telling you the problem that needs solving—they tell you the solution.
Here’s what this looks like:
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<b>Telling you the solution</b>:
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“It needs to look natural, so I expect to see green trees, leaves, water droplets and earth tones.”
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<b>Telling you the problem</b>:
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“It needs to look premium. It will have a high price point. It should feel fresh, luxurious, invigorating.”
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When they tell you the solution, it halts your creative reins, and often times, they get something mediocre that looks every other natural hand soap package.
On the other hand, when they tell you the problem, you can create something that will truly answer the need and make this product stand out.
It’s as simple as that.
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<b>What should you do about it?</b>
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I’m famous among my buyers for saying, “Stop telling me the solution, and tell me your problem.” I educate my buyers about how to do this. Believe me … a savvy buyer wants to know how to communicate with you to get the best results.
Instead of letting the buyer use words that hinder the creative process: “I like green, I like leaves, polka dots will work here,” guide them towards words that will help you do your job better: “delicious, tempting, refreshing, a tremendous sense of clean.”
And if your buyer is still telling you the solution instead of the problem, you can help them evolve with one of my favorite approaches, The Rule of Three, coming next week. Stay tuned…</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-11288442207086201182012-01-26T23:23:00.000-08:002012-03-22T04:21:02.235-07:006 Tips to Wow the Left-Brainers<div dir="ltr" style="text-align: left;" trbidi="on">
You’re a creative, right-brained person. The boardroom is filled with left-brainers. The two groups think so differently from one another — how can anything be accomplished in this scenario ? In the past 20 years, I’ve seen many right-brainers fail. To survive in this left-brained world, I learned a few techniques to bridge the gap:
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<b>1.</b><b>Be the bridge builder</b>.
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It is your job, as the right-brained person, to build the bridge. A client comes with a very practical need. They know creative is part of the answer, but they don’t know why. Put on your business suit, get into lefty-mode, and establish a comfort level on their terrain. Once they trust you and know you understand them, they’ll be more willing to come on the journey with you.
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<b>2.</b><b>Diffuse right-brain issues first</b>.
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Before the decision-makers can appreciate the creative element of your work — they need to understand WHY you developed it. (The answer is not because you had “a great idea” of because “this color palette is the latest trend.”) What is this creative based on ? What research did you do? Walk them through the logical steps first. The left-brainers in the boardroom want to know that:
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oYou went to the store and reviewed where this product would be sitting
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oYou looked at what it would be next to
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oYou examined every element of the competitors’ approaches (design, graphic elements, words, colors, bullet points)
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<b>3.</b><b>Be the expert</b>.
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Never get in a subjective war of words with when presenting to a client. You have the advantage in this situation. You know why you did what you did. Right ? So tell them. Show them your research, audits. Remember, this isn’t your first rodeo.
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<b>4.Present in the environment</b>.
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One of the biggest left-brain issue cancellers is to present concepts in the environment consumers would be in. Does this mean going to the aisle itself ? Maybe. It definitely means showing your design against the actual visual backdrop. Remember, the shelf is where the decision-makers are more concerned about success.
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<b>5.Speak their language</b>.
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The left-brainers are not designers. Forget design lingo. Instead of, “We chose orange because it complements the lines and aesthetics of the logo,” say, “We chose orange because it pops against the competition’s designs. All of their packaging is blue or grey.” Talk about the rationale behind your presentation. Share the reasons why you’ve done what you’ve done.
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<b>6.Listen</b>.
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Do they get it ? Or do they still not understand ? Do you need to do more homework ? Listen for the little things. The silence. The hesitations. The concerns. The ones who are the most silent are the ones you have to engage. A talkative client is an easy client. It’s the quiet ones who can be tougher. Engage them; ask questions. Be available to clarify.
Creative, if we don’t connect with the left brain way at the beginning, we’re in trouble. Don’t go right into the creative — first you have to set level expectations. Remember your audience — and be the bridge builder. In a world of right-brained and left-brained people, I believe a great designer is capable of being both.</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-35846590807027064362012-01-23T03:40:00.000-08:002012-03-22T04:12:38.645-07:005 Questions to Get Inside Your Consumers’ Heads<div dir="ltr" style="text-align: left;" trbidi="on">
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It sounds obvious. Start at the beginning. But you’d be surprised how many packaging designers don’t. </div>
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When I was managing a large design staff in Corporate-land, I initiated new designers. Some might call it “baptism by fire.” I’d present the bushy-tailed designer with a new product — and tell them to come up with a concept. </div>
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Two hours later, they’d said, “Michael, I have a layout for you to review.” </div>
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<b>I’d say:</b></div>
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“That’s impossible. For you to get out of this office, go over to the store, take photos, analyze the competition, inspect their design, then go back to your desk, decipher the components and come up with elements you think would address the problem — it would take a lot more than two hours, wouldn’t it ? ”</div>
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<b>The point ?</b><br />
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Without starting at the shelf, every decision the newbies made was wrong. The only decisions they could have made — without starting at the beginning — were based on their personal opinion of what looked good. And that doesn’t make a consumer buy!</div>
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Maybe it was a tough approach — but from then on — my designers always started at the beginning. And you should too.</div>
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When you start at the beginning — it’s through the eye of the consumer. In the first stages of <a href="http://www.shelfidentity.com/package-design.html">packaging design,</a> that’s the only eye you should be looking through. Starting there, you’re far more likely to end up with a product that sells.</div>
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<b>The truth:</b></div>
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Sadly, many packaging designers don’t even know who the customer is.</div>
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They’re designing from an idea … from what looks pretty.</div>
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They’re going to the latest websites looking at trends. They’re seeing who is winning <a href="http://www.shelfidentity.com/design-strategy.html" target="_blank">design</a> awards.</div>
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But you’ll hear me say, again and again — awards don’t necessarily mean shelf sales. If you’re not designing for the shelf — those awards won’t have a mantle to live on.</div>
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<b>Ready to start at the beginning ? At the shelf, here are 5 questions to ask:</b></div>
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1.<span style="font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><b>In which category is this product ?</b> The category will help define your starting point. The health care consumer wants a clear answer. The beauty consumer wants to be wooed. What is the motivation of the buyer in this category ?</div>
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2.<span style="font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><b>What is the consumer’s level of need ?</b> Is it on their pick up list, or is it a luxury buy ? Is the need functional or aspirational ? Get inside their heads. </div>
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3.<span style="font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><b>What is the main — standout benefit ?</b> What is the benefit will the consumer find most compelling ? It’s your job to figure this out. The product developer might not even know … or they might think they know, but are a mile off base. What isn’t the norm in this category ? What’s the number one differentiator ? What does the consumer really want ?</div>
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4.<span style="font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><b>What’s the environment ?</b> What other products are doing ? Are they effective at it ? See the mayhem. That’s what the consumer is getting thrown at her. How can you do better ?</div>
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5.<span style="font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><b>What is the price point ?</b> An item that is $1.99 and has 7 bullets is either full of fluff or dramatically under priced. A product with 7 real features shouldn’t be $1.99. The consumer will see through this. Likewise, with a $40 item, the consumer will dedicate more time. You’d better be able to communicate all the features, and give them a stronger reason to believe. </div>
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When you answer these questions —THIS is the place you design from.</div>
</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.comtag:blogger.com,1999:blog-658486894845053424.post-6019638853565101592011-12-16T07:51:00.000-08:002012-03-22T04:08:57.213-07:00Your livelihood is Based on 3 Seconds<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>Your livelihood is based on 3 seconds</b>.<br />
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Retail is ferocious. It’s fast-paced. It’s fickle. Only the strong survive. A brand’s success or failure happens in 3 seconds. All the work you’ve put in–can be rendered useless — in 3 seconds. But you already know this, because you’re fighting in the retail jungle too. In this blog, I’m sharing 20 years of raised-by-wolves experience (LINK) and insight on making those 3 seconds count. Ready to make ‘em count ?</div>
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<b>You’ve got 3 seconds. </b><br />
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Mary is coming down the aisle with her cart.</div>
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She checks her list. It says, “joint medicine.” She stops in front of the 4-foot shelving section. For <a href="http://www.shelfidentity.com/design-strategy.html" target="_blank">brand</a> this moment is make or break. Live or die.</div>
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<b>1<sup>st</sup> second:</b><br />
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Mary’s human eye can only see color (LINK), but her brain unconsciously goes to work before Mary starts to “think” about it. Her brain is assuming that these colors have been put there to help it figure something out. Shapes register. They deliver more data. Mary’s brain is going through visual Rolodex of what all of these colors and shapes mean (i.e. skull means bad, first aid symbol means healing).</div>
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<b>2<sup>nd</sup> second:</b><br />
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Mary starts to be attracted to some products. She steps forward, looking at graphics. At that second, it becomes clearer to Mary what she’s looking at. Visuals start to register. She starts feeling compelled towards certain items because of her brain’s unconscious work.<br />
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<b>3<sup>rd</sup> second:</b><br />
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One more step, she gets closer, picks a product up and starts reading. This is where you want to be … in Mary’s hand — at second 3. This is where the words on your <a href="http://www.shelfidentity.com/package-design.html" target="_blank">packaging</a> can convince her. If they don’t, she will move on to another SKU that did a better job at communication. You’ve lost her.</div>
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<b>Until second 3, your consumer doesn’t even notice what your package is saying.</b><br />
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They register what they’re seeing: images, shapes, colors. Unbeknown to Mary, her brain is always trying to figure things out without her awareness, deciphering and categorizing everything it sees. Why not use it to your advantage ? A picture says 1000 words. Try to go after shapes that will help Mary understand what your product does. Smiling people with healthy joints … no one would think this product did anything different.</div>
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Ready to compete ?</div>
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<i>You’ve got 3 seconds. Make ‘em count.</i></div>
</div>Shelf Identityhttp://www.blogger.com/profile/13279808788840391380noreply@blogger.com