typography vintage letter presses

Building a Brand with Typography

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Thanks to Ryan Gosling, we’ll never forget that the international blockbuster Avatar used the font “Papyrus” for its logo title.

Hoping to save you and the rest of the world from similar typography faux pas, let’s dive into the world of typeface design and why it’s so important. While the subject of typeface may seem mundane, it’s actually an extremely essential component of your brand identity, and it should never be overlooked. 

What is Typography?

Typography is the style, arrangement, or appearance of typeset matter.

Simply put, it is the way you design and format text to appropriately convey your brand’s message. Typography is the product of many different components including typeface, hierarchy, contrast, consistency, alignment, whitespace, and color. Good typography is both interesting and legible, and it serves to intentionally communicate the tone of your brand.

City Foundry webpage showing good use of typography

Source: City Foundry STL

 

Why is Typography Important?

When it comes to creating material for your brand, content is king. The way your content is represented, however, has an immense impact on whether or not people even read your content in the first place.

It’s Everywhere

The importance of typography extends far beyond the scope of logo design. The role of typography in your brand identity is massive, as it involves the design of packaging, promotional materials, websites, and social media. Typography is one of the heaviest lifters behind your brand, so it deserves careful consideration.

It’s Experiential

It’s also important to remember that while you are building a brand, you are first and foremost building an experience for your potential customers. Brian Eisenberg says, “branding is the subtotal of all the ‘experiences’ your customers have with your business.”

In light of this, bad typography, like minuscule font sizes or text that is difficult to read, translates to a bad experience and negative connotation for your brand. Beautifully formatted, easy-to-read text has the power to do the opposite and creates a positive, memorable encounter.

Magazine layout showing good use of typography, woman standing in yard with hose

Source: As If Magazine

 

It’s a Mood

Just like color does, typography helps communicate your brand’s unique tone and message. 

Different typefaces are iconic for certain moods and product markets. For example, sans-serif fonts are more modern, clean, and simple, while serif fonts give off an older vibe and are commonly used for long-form or print content. Script fonts are more personal; the large variation in script typeface ranges from elegant and classy to cute and modern. Monospace typeface usually reads as techy and edgy. 

How to Use Typography to Elevate Your Brand

Typography is important. So, how can you make sure to get it right?

As with every step of brand building, it is important to consider your voice as well as the eyes and ears of your customers. This will help you achieve a balance between brand authenticity and appeal to your target market. 

Browse the style of brands you admire or those successfully and artfully implementing typeface in your industry. Pay attention to the way the design of the text makes you feel, and note whether this feeling is in alignment with the entire brand and product identity.

Of course, it is always helpful to have marketing experts to consult on matters of brand creation and development. At Deal Design, we commit to learning every detail of the message you wish to communicate via your brand, and we find the perfect typographic match.  

Deal Design is here to masterfully create your dream brand by utilizing typography alongside other brand design and marketing tools. 

It’s time to find your voice. However you choose to do so, stay far away from the font “Papyrus.” 

 

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Influencer girl behind camera filming herself

Influencer Marketing Strategies

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When you’re shopping around for a product or service, how do you decide where to buy it from? For all of consumer history, people have sought advice on purchasing decisions from friends and family — trusted individuals within their social networks. Today isn’t much different, besides the fact that our social networks have grown to include not only the people we know in real life but also those whom we keep up with online.

Social media and other internet outlets have created a massive opportunity for companies to market their products within pockets of people with similar demographics or interests. This method makes identifying and accessing target markets easier, but it is also full of potential pitfalls, as it involves working with influential individuals who have their own established agendas. 

This raises the question: how can businesses effectively utilize infuencer marketing while still maintaining authenticity and integrity?

What is Influencer Marketing?

Influencer marketing capitalizes on the idea that we are most likely to turn to people we trust within our social networks for advice when making purchasing decisions. Even though social media influencers aren’t people we necessarily know well, their presence online makes us feel like we know them, and soon, we’re buying the laundry detergent they posted about, simply because they posted about it.

So, who are these people?

An influencer is anyone who has gained a following within a particular niche and who has the power to affect the purchasing behavior of others, either because of his or her authority, knowledge, or relationship with his or her audience. 

These individuals are perfectly positioned for brands and businesses looking to gain recognition from consumers who fall within an influencer’s specific niche. Companies leverage the reach of influencers through co-creation of content or product endorsements. And it works.

Is it Worth Trying?

There are tons of statistics about the effectiveness of incorporating influencers into marketing strategies, and they speak for themselves. 

For instance, 80% of marketers find influencer marketing effective. The consumer’s perspective may be even more convincing: about 40% of people reported they purchased a product online after seeing it used or promoted by an influencer on YouTube, Instagram or Twitter.

Infographic about influencer marketing success statistics

Source: MediaKix

Influencer marketing has significant appeal, and it has the potential to do a lot for businesses, both in terms of brand awareness and direct response (sales/conversions, lead generation, etc.). The benefits are alluring, but there are several factors to consider before diving in.

Tips for Incorporating Influencers into Your Marketing Strategy

As with any new marketing strategy, it’s a good idea to start by identifying your goals and KPI’s. Are you looking to increase your following on a specific social media channel? Is your hope to generate a certain number of sales directly from this source? Make your goals specific and measurable.

Another important consideration is your target market. Ask yourself if there is an online niche overlapping with that market, and see who is effectively reaching and engaging people within that crowd.

When searching for an influencer, you might think the person with the most followers has the farthest reach, but marketing with micro-influencers, that is, those with between 5,000 and 100,000 followers, is proven to have more conversions. These “smaller” influencers are more cost-effective, making them an ideal option for startups or those making their first partnerships with influencers. They also have highly specific niches and are better at engaging their audiences.

Finally, there are several different platforms to consider when searching for influencers. Instagram is a go-to, particularly for companies wishing to engage younger audiences. YouTube is an exceptional option because of its versatility and the engaging nature of video; when researching a purchase decision, 4 out of 5 millennials go to video content first.

The trend in utilizing the influence of online figures to market products has left some platforms so saturated with advertisements that users are beginning to tire of constantly being targeted for sales. When considering influencer marketing as an option for your brand, it’s important to consider whether there are existing influencers in your target niche whose style and content are also in line with your brand. That way, you can strategically place content that catches the eyes of potential clients or consumers without sacrificing authenticity.

At Deal Design, we are passionate about helping businesses communicate their unique message to the world in a way that resonates. Whether or not influencer marketing is an ingredient in the mix, we are here to help design and implement the best strategies for your brand.

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Middle-aged man sitting looking intently at camera

An Interview With David Deal

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There are countless people today with great ideas for products and services that have the potential to change the world. But in such a saturated marketplace, entrepreneurs are constantly facing the challenge of how to get noticed by the right people. This makes quality brand marketing more important than ever. 

If you have an idea but aren’t sure where to start when it comes to showing that idea to the world, it can be difficult to get off the ground. Developing a brand to broadcast your idea can seem overwhelming. It’s helpful to partner with people you can trust and rely on to communicate your unique message. 

One such professional, David Deal, is one of the principals and Art Directors at Deal Design. In this interview, he talks about some of the intricacies of bringing products to market, his fascinating history and journey to where he is today, and the continued growth and change of the design and marketing industry. 


What first attracted you to the world of graphic design?

I was always good at art, and I always knew I wanted to be an artist, but in elementary and middle school, I didn’t know what that meant. I didn’t really know what the world of art was like, and it wasn’t until I actually got into college at Florida State University that I discovered what graphic design was. It was a field you could go into that made all of these things like advertising on television and product packaging in grocery stores and magazines, and my eyes were opened up to how much graphic design is all around the world. I realized, ‘Wait, I could be an artist, but I could make a living too? That’s for me.’ That really appealed to my desire to not starve.

What led you to start Deal Design, and how did you do it?

Well, [my wife] Nancy and I met in design school at Laguna College of Art and Design, and we were married right after I graduated. Then, when the ‘dot-com’ industry went ‘dot-bomb,’ which happened right around 2000, and all of the funding for these internet companies evaporated like crazy, the company I worked for went under too because all of their funding got pulled. 

It was a terrible time to find a job as a creative because everybody who was in the creative field supporting a lot of these information-technology companies was out looking for jobs, and there weren’t any. We had an office that was provided for another 3 months prepaid by the company I was working for, and we had computer equipment they were just going to give us, and that was our start. We just did it, and month after month, we didn’t know how we were going to pay the bills and make the mortgage payment; somehow it just happened every month, barely. And it started growing slowly from there. So, it was really out of desperation and necessity that we started.

How has Deal Design changed since its beginning in 1999?

I think we’ve changed as the digital revolution has changed. Some things in our industry haven’t changed much at all. For example, product packaging is still a big part of our business and a lot of the reason companies find us — they have a new product they’re trying to bring to market, they know they need a package, and that ends up being the [starting] place for them to go out and find an agency to help. Then, once those people find us, we also realize, well, you need branding for your product and packaging design, a website, and digital marketing. Our services have grown as digital marketing has grown. [It has become] a much more primary avenue for companies to promote their products versus how it used to be 20 years ago when your products were in a store, or you were advertising in magazines or using direct mail to try to sell your products. The internet revolution, web, and social have really changed a lot, so our services have kind of fluxed with it. 

There’s been almost a dying off of the art of printing that’s been happening with the digital revolution. There’s a lot of art and craft in printing that the newer generation of designers isn’t being taught. We end up teaching our people when they come in about spot color and special effects and how you set up jobs to go to print for offset lithography, which is different than how you set up something to print on your home color printer. 

When we started, it was when the Macintosh computer was first entering the marketplace. The first Mac Classic just came into our college when we were there, and we had to schedule time to use it. Since then, everything has gone [to] computer. We learned the old-fashioned ways of doing things, and now we’ve come along with the new digital generation too. So, it’s nice seeing both sides. 

What is your favorite part about operating your own design agency?

It’s being able to create and nurture a brand from the ground up. People will come to us with a great product idea that serves a purpose [or] solves a problem, and then [we] wrap a brand around it and create its visual look, the messaging, and how it’s going to communicate what it does to the people they’re trying to sell it to. 

In the beginning, it’s all foggy and hard to visualize. It’s difficult for our clients, too, because they don’t have a brand yet to see and feel good about [at that stage]. It’s almost like planting a seed and watering it; it sprouts and grows, and then it blooms and blossoms and creates fruit, which is the point of selling. That’s the most exciting part. [I love] the excitement in our clients when they see it all come together and come to life, and it’s working, and it’s selling, and now they feel like a real company.

It's funny how when the brand comes to life, everything finally seems real, and before then, it seems like you're faking it

Why do you think businesses are attracted to your agency?

We have been told that some of the things that make us unique are that clients get direct access to us as the principals, and we’re providing all the work that comes through the agency. We’re not a high-volume agency where we’re just shoving work into the machine and you get a low, junior-level person who’s doing it all who doesn’t have a lot of experience. Everybody on our team is highly qualified and very talented, and our direct supervision is on everything that goes through. We’re personally interacting with our clients, so I think they really value that there’s a lot of experience behind all the work to develop their brand or product. 

We also have a lot of understanding of all the different kinds of manufacturing and printing processes as well as digital marketing, so we understand the whole lifecycle of creating, developing, manufacturing, and marketing a product. So, it’s not like we’re just good at doing one thing. A lot of times we can help point them in the right direction to solve other problems or fill in gaps they haven’t solved for yet in manufacturing, just because we have done it all.

Is there an achievement or contribution that you are most proud of?

Yes. When I was working for a company called Air Media in 1997, the whole world was still being sold on the idea of going online for information, while we were saying ‘go wireless’. The internet was starting up, everyone was connecting through modems, and you were having to pay per minute for access to the internet. 

[At] this company I was helping to start up, Air Media, we re-engineered Motorola’s flex chipset that was in brand new digital phones. These data networks were paging networks that were receiving paging signals, but we decided we could push a lot more information through them — we could push news feeds and stock updates and alerts that you had email waiting for you through these wireless networks that were broadcast right to your desktop device or to your wireless phone, which was now becoming data capable. This way, you wouldn’t have to go online to know this stuff; it would come to you. This was a really cool idea, and we won Software Product of the Year in PC Magazine. We were winning all these awards. In order to do that though, we had to develop this kind of gateway, so the data networks that used to just push out a phone number to pagers could push out a lot more data in chunks. We had to create this thing we called a Short Messaging Service. We were awarded the patent, and then we shortened it to be called just “SMS,” the infancy of texting. And the user interface for our product, AirMedia Live looked a lot like Apps do today. 

What are your hopes for the future of Deal Design?

I’m hoping that we can grow to be more of a bridge [between] digital and traditional marketing. There are terms out there now — some people call it omnichannel marketing or multi-channel marketing — and I think that is really the future of things. While digital takes the lead, at some point in time, there’s a physical connection that has to happen. You need to get something mailed to you, or there’s going be some way you customize the experience for each person based on how they shop and what they’re interested in. So, it’s how to bridge all of this together, and it’s how to communicate and orchestrate it all — [that] really is the future of where marketing, branding, and manufacturing are going to end up. 


 

Partnering with qualified leaders and creative minds could be the next step in transforming your idea into a reality. Contact us to find out how Deal Design can help create and market your unique brand.

If you’re interested in following Deal Design’s journey, connect with us on Facebook.

Behavior-Based Marketing is Transforming the Business Landscape

Behavior-Based Marketing is Transforming the Business Landscape

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Imagine this: your dad’s birthday is this weekend, so you grab your phone and start sifting through an online store in search of a gift for him. Just after you’ve found the perfect barbecue accessory and put it in your shopping cart, you get an emergency call from your sister asking if you can babysit her kids tomorrow night. You agree, you hang up the phone, and you completely forget about the gift for dad.

Until… a few hours later, you receive an email from someone at Barbecues R Us asking if you’re still interested in purchasing the meat thermometer you left in your cart. You quickly log back on and complete the transaction, and thankfully, dad’s birthday is saved!

The reminder email you receive in situations like these is an example of behavior-based marketing automation, a strategy that is changing the way businesses interact with their customers. People are bombarded with messages all day long, many of which are from companies encouraging them to buy their product or service. In such a saturated market, many businesses are searching for better methods of connecting with potential and existing clients.

Stand Out From The Competition

The answer lies in personalization. People are far less likely to open a generic email they know was sent to thousands of people than they are to open one that speaks directly to them and addresses a specific need they have. But how can you know if a potential lead has a need that your business can fill?

According to research from Gleanster, over 50% of qualified leads aren’t ready to buy on the day they convert to your site, but that doesn’t mean they never will be. Sending an email to everyone who converts, then, may not be the best idea if over half of the people who visited your site may be annoyed by your attempt to sell to them.

Marketing automation software like SharpSpring includes features that allow you to identify when prospects are ready to buy or when they would most benefit from receiving content from you. Many of these softwares include workflows, which are like maps that allow you to visualize a potential buyer’s journey. They also assign lead scores to prospects as they engage with your content, so you can get a better idea of which leads are most likely to become clients. These tools allow you to put yourself in the shoes of your potential buyer and to automate marketing tasks, such as sending a targeted email, when he or she would be most receptive.

Automation Saves Time and Resources

One of the most attractive aspects of marketing automation is that it makes the marketing process more efficient. Instead of wasting time and money sending emails or making sales calls to people who are not interested in what you’re offering, you can focus your energy on building relationships with the most promising leads.

The goal here is not to eliminate the role of marketers but rather to make marketing more effective so that your business can quickly reach clients and generate more revenue. By automating tedious tasks like sending emails and posting on social media, marketers can focus more on creating valuable content for the people their brand is trying to reach.

Great Relationships Equal Great Business

At the heart of every successful business is a commitment to building and nurturing strong relationships with consumers. You know your current clients are already invested in your product or service, and it’s important to keep them engaged. In addition to excellent products, people are drawn to quality relationships, and automated marketing can help you stay on top of communication with existing clients without sacrificing authenticity.

At Deal Design, we understand the complexities of generating and nurturing leads. We offer expertise in integrating behavior-based marketing automation into your business model. Our marketing approach can help seamlessly connect your business with clients who are ready and willing to invest in your company’s offerings.

 

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Choosing the Right Colors to Represent Your Brand

Choosing the Right Colors to Represent Your Brand

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Color is a key aspect of design that greatly impacts the creation and development of a brand. The human mind perceives and associates different meanings with specific colors, and this is an important implication for design decisions. Because sight is one of our most vital senses as we go about daily life, color sparks ideas and generates specific memories and emotions. Colors have significance – for example, red is a color we associate with the words “warning” or “no”, while green means “go” or “life”. Bright hues tend to set a happy and positive mood while darker shades tend to signify the opposite. Within the psychology of colors, warm tones show excitement, optimism, and creativity; cool tones symbolize peace, calmness, and harmony. So, if mood and decision making are affected by color, choosing the right pigments to represent your brand is crucial.

When developing a brand, the product or service has a target market and a purpose geared toward sales. Identifying these components is the first step in choosing the right colors to represent your brand. Is the target market of the brand a student in his or her 20s? A technology user? Someone who is active and enjoys fitness? Do your products promote relaxation and a sense of calm? These aspects of your brand are crucial when selecting colors. The following are some colors with their accompanying feelings and emotions that are often used to represent brands.

1. Pantone Color of the Year 2019: PANTONE 16-1546 Living Coral

Advertised as “vibrant, yet mellow,” this coral color exudes a fun, lighthearted vibe that isn’t at all domineering. It is uplifting and spirited, but it also keeps its cool. This color would be a smart choice for a millennial target market or for a product related to beauty or body care.

2. PANTONE 306 C

PANTONE 306 C

The color blue is commonly associated with tranquility. Brands can use this color to impart relaxing, soothing feelings surrounding their product or service.

3. PANTONE 18-3838 Ultra Violet

PANTONE 18-3838 Ultra Violet

Violet evokes slight drama and ingenuity. Its cooler tone balances its depth which makes a brand stand out while simultaneously communicating a sense of calm and ease. Purple hues such as these work best with innovation-centered brands wishing to differentiate themselves from the pack.

4. PANTONE 14-0848 Mimosa

PANTONE 14-0848 Mimosa

The human brain is naturally drawn to yellow shades because it evokes the warm, comforting sensation given off by the sun. This color has a happy, exuberant feel to it, so it is perfect for branding that aims to communicate joy and excitement.

5. PANTONE 15-0343 Greenery

PANTONE 15-0343 Greenery

For brands and products related to nature, a green color palette is a no-brainer. Green hues give off earthy vibes and convey a “fresh start” concept.

First impressions are extremely important, especially when it comes to selling your products to consumers. A majority of the first impressions people make have to do with the feeling they experience when they encounter a product, and color use is a huge factor in determining that feeling.

What impression is your brand making on your target market? Deal Design can help implement clever use of color to elevate your brand and help you stand out from the crowd.

Packaging the Tidal Wave of CBD Products

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As the CBD products hype grows, you may have found yourself a little curious about CBD, hemp, and cannabis: what are the differences? What are the benefits? And, what is legal and where?

There are two species of cannabis: marijuana and hemp. Although the use of medical and recreational marijuana continues to be an ethically charged issue for many people, research is pointing to the amazing health benefits of a naturally occurring element within hemp: CBD (cannabidiol). The recent legalization of hemp has brought a significant tidal wave of CBD products coming to market. Consumers are confused and looking for more information about the potential health benefits of CBD including reducing the effects of pain, anxiety, epilepsy, insomnia and even the possibility of treating cancer.

Thanks to the passing of the 2018 Farm Bill, hemp cultivation is now legal in all 50 states in the USA. How will this affect the cannabis business? The hemp plant contains a variety of different compounds classified as Cannabinoids. Cannabidiol (CBD) is a phytocannabinoid discovered in 1940. It is one of 113 identified cannabinoids in cannabis plants, accounting for up to 40% of the plant’s extract. As of 2018, preliminary clinical research on cannabidiol included studies of anxiety, cognition, movement disorders, and pain. Supplement products containing CBD have net yet come under scrutiny by the FDA and are currently available for sale. It is important to note that CBD does not have the psychoactive effects of its sister variety, marijuana, that contains THC.

THC induces psychoactive effects (gets the user “high”) and has been the driving force in the popularity of marijuana use. Comparing hemp to marijuana, hemp contains little to no THC (0.3% or less), while Marijuana is abundant in THC with concentrations between 15% to 40%. Consequentially, products containing CBD and not THC have proven to have significant positive health benefits and have become rapidly more assessable for purchase.

For CBD to work effectively, your body must first absorb it. You can consume CBD in a variety of different ways: inhalation, swallowing, adding it to food, and applying it on your skin (in order from most to least efficient delivery method). The tidal wave of CBD products coming to market adopts various delivery mechanisms, dosages, and additional natural components to attract consumers and stand out from the competition.

Deal Design is known for making product brands stand out by designing creative, unique, interesting, and eye-catching packaging design. This approach applies to CBD branded products as well. Brands entering the CBD space should consider the target consumer and what is important to that consumer as he or she shops for CBD products. Depending on the type of CBD product we are designing packaging for, the right solution may be something all natural, modern, minimal, masculine, feminine, or a combination of design styles.

If you are entering the CBD space, be sure your packaging design sets you apart from the competition. This category is quickly filling with copy-cat products that look generic and similar to many other CBD products. Blending in with the pack will drive down the retail price you can command due to the perception you are now a commodity in the CBD space (like store brand aspirin compared to Bayer brand aspirin.) We suggest adding other natural elements and/or fragrances when applicable, to create a unique product offering that stands apart from the crowd.

Amazon and Google Value Brands Over Products

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As digital marketers and online retailers have come to notice, the way people purchase items has drastically changed over the past 10 years. We use to shop online for generic items sold from a commodity-positioned e-commerce site. Now, those generic domains are being downgraded as authority sites thanks to Amazon’s introduction of Branded Storefronts and Google Rankings that favor brand domains over generic domains.  These goliaths of the Internet are the leading forces shaping the growing importance of developing a brand online shopping – not just selling products.

Amazon introduced branded stores in 2017, marking a shift in thinking for the leader in e-commerce. Amazon is now allowing consumers to search based on brands, not just product types. There is evidence that branded stores on Amazon are being organically ranked higher than generic product listings.

Google has been favoring brand name domains instead of generic names like “autopartsproducts.com” for several years now. Exact match domains (EMDs) appear to be given a lower authority ranking by Google, in favor of branded domains. Consumers who are searching “auto products” will be given websites of brand domains that are specific and established far before they are presented with autopartproducts.com.

In a recent article from WordStream, the author articulates that EMDs lost their value in online search engines when consumers became conditioned to distrust generic web domains.

Using these market forces as predictors of future trends, it is obvious to see that brands are here to stay. Building a strong online brand presence is still essential to selling online and at retail. Even as digital development are moving at a blinding pace, the value of strong brand remains constant. So ask yourself, are you building a brand line of products and services, or just selling products and services?

Brand Versus Logo

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The word, brand, is dictionary defined as a type of product manufactured by a particular company under a particular name. However, this definition lies on the surface of how a brand is defined in the world of design. Brand means something different to each person whether it is a current consumer, potential customer, employee, prospect, or an individual within a larger population. Brands can take various forms: a human, an idea, a place, an experience, or a tangible object. This makes the word brand difficult to define and describe…that’s why each successful brand has a logo.

Logos serve as an iconic representation of a brand. A logo is a way for someone to quickly recognize and comprehend how a product or service relates to them. The logo design is the graphic expression of the brand, but building a brand is much deeper and more valuable.

Successful brands develop logos that have more than plain text of their name; they have a specific detail that indicates the brands overall intention, goal, or service provided. These details make the brand stand out among the competition.

The following are 4 successful companies that have developed brands and logos that represent them:

  1. Amazon:

This iconic logo has a smiley face arrow underneath the brand name which depicts the brands intention with customer service and efficiency.

  1. FedEx:

FedEx creatively incorporates a secret arrow in between the E and the X in their logo which represents the brand as a delivery service.

  1. Taco Bell:

The bell that is used in the Taco Bell logo represents the Hispanic culture that Taco Bell aspires to provide at a fast pace. The bell can also be associated with a ringing bell indicating that the food is ready!

  1. Target:

The iconic target icon for the store, Target also indicates the shopper will hit a bullseye while shopping for what they are looking for.

Augmented Reality in Packaging Design

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We live in the age of technology; a culture where smart phones have become personal mini computers most humans carry around all day, every day. Packaging design is now taking advantage of the digital world and the capabilities it has to enhance products sitting on the shelves with a technology called Augmented Reality, or AR. This revolutionary mode of branding has the capability to superimpose virtual information on the image we see on our smart phones.

So how does AR benefit brands who choose to incorporate this technology in their packaging? The answer is simple: the packaging becomes memorable. Products that have invested the money, time, and creativity into their AR packaged products are more likely to build a following and buzz around their product in comparison to a similar product without AR interaction. For an example, take the 19 Crimes AR wine label; the consumer purchases the bottle of wine that comes with an added bonus story and visual that makes the bottle memorable and interesting. This feature becomes the center of attention at gatherings where people record and post on various social media accounts; thus, promoting the wine to all of their followers. Guess what bottle of wine is getting free advertising that night?

As exciting as this breakthrough in packaging design may be, AR also has the potential to provide more information and valuable demonstrations of products as well. By using augmented reality, brands are able to update and change the content of the AR without having to recreate the packaging. This feature enables real-time discounts and promotions that can be easily changed just like any other content on your website. Brands have created games that earn you special offers, scanning custom codes to unlock hidden AR objects, or even a 3D model of the product allowing you to interact with it. The possibilities for creating brand engagement and excitement are truly endless.

The following great reasons to incorporate AR in packaging design:

  • Customers are exposed to elements of packaging and product that can’t be seen with the first look
  • Improves overall brand loyalty
  • Attracts more consumers with free advertising
  • Stands out compared to competitors with a similar product
  • Extends packaging real estate

While the technology is pretty amazing, the real benefit to using augmented reality lies in creating a memorable experience. The more memorable you are with your packaging, the more you build on existing customer relationships and create new ones. If you want to talk with a professional about the possibilities with AR product packaging, contact Deal Design today!

Digital Marketing is All About Content Marketing

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Content marketing is the process of using multiple content works to educate, engage, and build a credible reputation with a target market  as an authority on the products or services being sold.The content may include articles, videos, infographics, podcasts, case studies and other creative works. The byproduct of this altruistic endeavor is lead generation and sales conversions. Essentially, brands bring knowledge, entertainment, and best practices to the marketplace, and in return, the marketplace rewards the brands with sales and long-term loyalty.

The key ingredient of content marketing is authenticity. The days of a clever sales pitches are long gone. Today’s digital consumer is extremely astute and can detect shady salesmanship instantly. Brands that win followers have to be authentic. Don’t attempt to manipulate or overtly ask for the sale; rather, the sale comes to you after you establish you are worthy of the sale by the consumer. Being worthy comes through bringing value to the consumer in your products, services and brand messaging. You can’t be all things to all people; instead, be something meaningful to some people and you will enjoy the business success that follows.

The content may be delivered by many methods including e-mail, infographics, case studies, web sites, podcasts, blogs, videos, webinars, and white papers.

Content marketing is about diving deeply into what makes you unique and why your target market should buy from you, but in a subtle way – through education. By helping consumers, you establish yourself as a trusted authority that brings more value to them than competitors that just try to sell them without first proving they are worthy of the sale.

The consistent act of publishing new information results in engagement with prospects who are searching for answers. The act of searchers finding your answers and consuming content is tracked by Google algorithms. This boosts your search ranking with Google. Google loves sites that deliver a great user experience, and rewards those sites with higher page authority, which means you rank higher on searches for answers that your content marketing works deliver.

The key to being relevant in a culture that is constantly multi-tasking, swiping while working, and consuming content is to become a reliable source for information that is geared towards a specific interest. Become a specialist. Content marketing is a proven tactic in digital marketing to win consumer loyalty a world where new information is only a click away.