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!

Deal Design Named A Global Leader in Packaging Design on Clutch

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Believing the package IS the product has enabled Deal Design to create innovative packaging design solutions that grab attention, engage shoppers and close the sale. The conceptual approach of believing a product’s package should be an extension of the product itself puts us in the right strategic mind set to create award-winning packaging and has now brought us global recognition as a leader in packaging design.

At Deal Design, Inc, we make our clients and their brands our priority. This is why we rely on Clutch to gather feedback and reviews from clients. The B2B ratings and reviews platform collects third-party verified reviews from clients, which are combined with its analysts’ market research to determine leading service providers in a variety of market segments.

We are excited to announce that we are featured as one of the top packaging designers in Clutch’s most recent Global Press Release report. On the significance of earning Clutch’s most prestigious annual award, Clutch Senior Business Analyst, Ilse Heine, commented.

After being named one of the top logo designers by Clutch and one of the top packaging designers by The Manifest earlier this year, we are excited to be featured in this broader global report. We measure our success based on the success of our clients and want to thank all of the client’s we’ve partnered with and all of those who took the time to give feedback. We look forward to continue using our creativity to accelerate your brands in 2019!

 

 

 

 

Visual Effects in Packaging Design that Drive Sales

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From a young age, we are taught to be in awe of shiny, new, and beautiful things. Nothing sparkles quite like a diamond. Nothing excites like colorful glitter. Nothing catches the eye quite like a golden coin in the sunlight. We all know the saying, “see a penny, pick it up, all day long, you’ll have good luck.” It is a part of our culture. So how do we apply this concept to developing eye-catching Packaging Design? Here are 5 techniques that are sure to catch a shopper’s eye and get them select your product for their basket.

1. Metallic Foil:

Metallic Foil can be used to create small, intricate details in packaging design that give the product a new level of sophistication and intrigue. Whether it’s a faint texture or bold type, metallic foil catches the eye of consumers in the same way as a quarter on the floor in a parking lot.

2. Holographic Foil:


Holographic foil is a new, up-and-coming trend in the recent years. The futuristic appeal gives off a certain aura of innovation and technology. The multiple colors in holographic foil change while you move the product, making each angle a new and exciting experience. This quality makes the product feel special and overall more attractive than a similar product with bland packaging.

3. Embossing:


Embossing can be used in packaging design to enhance text and add texture. The consumer experiences sight and touch simultaneously while many products rely solely on sight alone. The 3D effect that embossing gives the packaging brings the details of a product closer to the consumer by actually coming off the flat surface. The detailing of the package design convinces the consumer the product will have the same quality as the packaging; therefore, making it special.

4. Spot UV Varnish:


Spot UV Varnish is a ultra-violet light resistant coating that can be also be applied simply to give packaging a glossy appearance. This effect can be used on a range of small-to-large areas and can make a particular feature of a design stand out. Combined with Soft Touch (see below), this pairing can elevate the quality of a design and make the product stand out amongst competitors.

5. Soft Touch:


Soft Touch (often paired with Spot UV Varnish), is a matte material coating that has an extremely smooth, buttery finish. Products that are packaged with a Soft Touch effect are compelling to consumers; they almost have of an addictive quality. The finish feels like luxury and elegance. It elevates the perceived value of the product through its unique tactile quality.

Visual Effects with special print finishes have a powerful effect on consumers. They grab attention, elevate the tactile feel, and increase the perceived value of the products. All this increases the shopping experience and closes the sale. Whether one of more of these aspects of visual effects on packaging designs is being considered for your new design project, these unique impressions are guaranteed to grab your customer’s attention.

Deal Design Named Leader in Logo Design by Clutch

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As a Brand Design agency, we strive to provide more than just artwork. We work hard to understand your brands’ unique vision, values and create designs that ensure your products stand out above the crowd.

At Deal design our work covers Logo Design, Packaging Design, Product Photography, Web Design, Catalog Design and Naming, and we are happy to announce that B2B research firm, Clutch.co, has taken note of some of our accomplishments.

Clutch recently positioned us as one of the top logo designers in San Diego. Moreover, out of over 850 packing design firms evaluated, they also positioned us as one of the top 15 packaging designers on their platform. The Leader’s Matrix published by Clutch below highlights our position as a leader.

Clutch evaluates companies based on their market presence, industry experience, and most importantly client feedback. Some of our clients have taken the time to review our work on Clutch and some of our favorite testimonials are highlighted below:

 “They were accommodating and willing to do a bit of extra work to make what we wanted.”—Founder, 2Market LLC

 “They’re a great company and communication is their strength.” – CEO, Kordoba

 “They always take time to understand our projects and meet client expectations.” – Owner, CMJ Media

Clutch’s sister website, the Manifest, has also recognized us as one of the top logo designers in their new research. A good logo is at the core of your brand’s identity and increasingly important for your business. We are happy to have been recognized as leaders in this space and look forward to hearing more about what our clients have to say about our work on Clutch!

3 Innovative Packaging Designs

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We have all heard to never judge a book by its cover…well that’s not the case when it comes to the packaging of a product. Consumers immediately judge a product based on the appearance of its packaging and find products that are innovative to be more attractive. A box is just a box -– but if there is an additional use for the box, then the consumer feels like they are getting a bonus with purchase. Deal Design has come across three major innovations in packaging design that have set a new standard for the role of packaging in retail sales.

Rollrrito + Poke Bar

Rollrrito + Poke Bar, a sushi burrito and build your own poké quick-serve restaurant, has developed a packaging technique that presents their product in an effective and exciting way. Instead of wrapping their sushi burritos in a simple paper wrapper, the restaurant places the finished product in a hexagonal box with a tear-away strip in the middle (right where the rollrrito is cut). The tear-away strip creates a fun unwrapping experience and allows the consumer to eat the burrito in two separate halves and even save the other half for later. The container also allows easy transportation for consumers on-the-go. Packaging their product in this interesting shape is fun and aesthetically pleasing, which entices social media social media shares–increasing their advertising for free! This innovation in packaging solves a problem and does it with style.

Snacktops

The consumer is always looking for a way to make their lives easier. How can they get from point A to point B in the most efficient and timely manner while fitting in some lunch or a snack along the way? Snacktops, an innovator in quick-serve and on-the-go packaging,  has solved a way around a speed-bump with the consumption of snacks and made lives easier for the consumers who value efficiency. When you only have two hands, one is for holding and the other is for eating; but how can one possibly enjoy a soda and a snack at the same time? Snacktops has developed a plastic container for candy and snacks attaches to the top of drink cups, allowing the consumer to hold one item while enjoying two at the same time. This company, now in partnership with AM/PM convenience stores and Auntie Anne’s, has rocked the packaging world and has consumers spending more time enjoying their drink and snack while on-the-go.

Hungry Jack’s

The Australian burger chain, Hungry Jack’s, recently developed a new packaging campaign that brings innovation and comedy to their chips (otherwise known as French fries in the US). The special packaging has a reflective, anti-seagull material on the outside of the container. This material possesses a holographic finish and has bolded words like ‘shoo’, ‘scram’ and ‘vamoos’ printed on the packs. The highly reflective nature of the holographic foil delivers laser-like flashes of sun light that scares gulls so they avoid the otherwise tempting target. The humor and creativity behind the packaging entices their audience to visit Hungry Jack’s over competitors. Hungry Jack’s chips containers solve an existing problem for consumers in a new way, with a side of humor. This design is earning them respect from marketing leaders Worldwide.

 

What does your packaging say about your product? Is it innovative? Is it engaging? Does it enhance the product experience? If not, contact us and let’s talk about how we can delight and surprise your consumers with packaging innovation!

The Element of Surprise in Packaging Design

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Part of The 7 Secrets of Powerful Packaging Design Article

Many people don’t realize that, in the past 8 years, one marketing industry has risen to be the number 2 largest spend by today’s brands: Experiential marketing. Of course, digital is still number 1 and growing by 16% annually. But, experiential marketing is now number 2 with 6% growth from 2014 to 2015 (Study by EventMarketer). The reason for this is simple: people crave memorable experiences more than they crave things. It’s now a well-known fact that millennials value experience more than they value owning houses, fancy cars or expensive items. This shift in consumer behavior from desiring things to desiring experiences has a direct effect on packaging design.

How, you may ask, can a package design be like a live event? The thing that makes live events so memorable is that moment where something happened that was unexpected, and blew your mind. Packaging designers can take a lesson from live events by delivering a similar element of surprise to the shopping experience. For example, the moment when a package lid is lifted, and the inside of the carton is flooded with a bright color that says “this secret experience was designed just for you”. Or when the customer realizes the package was designed to have a second life after you unpacked the product, and doubles as gift box or storage box for other things. The packaging design’s face panels may create a larger image when viewed next to each other on the shelf. Or, when the packaging unveils a bonus gift item that wasn’t even advertised on the carton—that coupon code, window sticker or keychain that declares “I’m a real brand loyalist, and only loyalists get these.” The possibilities for elements of surprise are vast so be sure to challenge your packaging designer, or your client, to develop an element of surprise into your next packaging design.

CAPTION FOR IMAGE ABOVE: Create an unexpected moment of surprise for the customer. Stage that element to be discovered during the unwrapping of the product. The resulting experience will delight and satisfy–moving your brand to the loyalty winner’s circle. Example: Flood the inside of a folding carton with color that reflects the fragrance, attitude or style of the product about to be experienced.

Key Element: For the past 10 years, the fastest growing category of advertising/marketing budget expenditures has been Digital. The second fastest growing category: Experiential Marketing. Why? Because experiences engage our sense, stimulate emotional responses and earn a place in our long term memory. Find a way to make your packaging a memorable experience.

Get The 7 Secrets to Powerful Packaging Design as a free download

Personal versus Corporate Branding

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There are two types of brands: Personal and Corporate. Selecting the right one for your company requires asking some questions, getting objective answers and some future considerations.  A Personal Brand is based on a person, just like it sounds. Oprah, Martha Stewart, Tony Robbins, etc. These brands can be applied to any number of products or services that can reasonably be affiliated with the celebrity such as Oprah’s Magazine “O” and Martha Stewart’s many lines of home décor. The brand carries the values, talents and notoriety of the person for whom the brand is named. Corporate Brands are not based on any one person, but rather a concept, idea or industry of focus. Sometimes, the brand name is nonsensical, like Google or Trivago, which makes them catchy, but it costs a lot to advertise and build catchy-ness in a funny word. Corporate Brands are more flexible in that, it matters less who is at the helm of the brand, allowing corporate brands to be bought, sold and expand easily into many industries. Example: Microsoft, Apple, and Starbucks. While the CEOs of these companies can rise to high levels of fame, just like with Personal Brands, that person can also be replaced without the brand completely loosing its vale. Example: Steve Job’s passing and subsequent appointment of Tim Cook as CEO of Apple. Apple is worth more now than when Steve Jobs was CEO.

How do you know which one is right for you?

Questions:

  1. Will customers buy from anyone selling the products or services you make?
    1. YES: Corpoate
    2. No: Personal
  2. Is having you in the sale critical to making the sale happen?
    1. YES: Personal
    2. No: Corporate
  3. Is your type of product or service specific to you as a creative, innovator or inventor?
    1. Yes: Personal
    2. No: Corporate
  4. If you were taken out of your business for 6-months, would it negatively affect the sales of your company?
    1. Yes: Personal
    2. No: Corporate
  5. Do you want to be able to sell your business in the future?
    1. Yes: Corporate
    2. No: Personal

Now that you know what kind of brand you need, the next step is to work with a brand design agency to develop the logo design, messaging, design style, color palette, typography and guildelines that will ensure consistency wherever your brand appears.

For a consultation about your brand design, contact Deal Design.

 

Get Onboard with Sustainable, Reusable, and Recyclable Packaging

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Social pressures are pushing companies to adopt packaging that is sustainable, reusable, and/or recyclable. While most would agree this is a great move, many brands that start down the eco-friendly packaging path end up reverting back to continuing what they have always been doing. We mainly see this happening for three reasons:

1. Lack of understanding about the many ways packaging can be sustainable
2. Sticker shock at the cost of the switch
3. The misconception that sustainable, reusable, and/or recyclable means bland and boring

There are many ways packaging can be eco-friendly. And, using eco-friendly materials does not have to be dull and bland. Progressive packaging designers  can employ innovative thinking to re-design your packaging while using eco-friendly materials is one of the most necessary and popular ways to begin selling and distributing your products.


Recyclable Pulp and Papers

One way to develop sustainable packaging is by using folding cartons made from recycled materials. Paper pulp is processed by chemicals that remove all ink and unwanted printing on paper – therefore, making it an extremely popular material for eco-friendly packaging. Using molded paper pulp instead of Styrofoam for cushioning products inside outer containers benefits our environment. Styrofoam is not a recyclable material; however, it is still often used as a cushion for products in many packages. Eliminating Styrofoam as the go-to material for cushioning will successfully be the step towards sustainability the environment is in desperate need of.

Reusable Bottles and Jars

Plastic products are also a huge opportunity for sustainability in packaging design. In the past 10 years, there has been a major trend of reducing plastics in things like water/liquid bottles and plastic rings in canned 6-packs. Many informative websites such as Ban the Bottle have proven that Americans use about 50 million water bottles a year; however, our recycling rate is only about 23% – meaning that about $1 billion worth of water bottles are dumped in landfills each year. Many brands have taken the glass bottle route instead of using plastics which enables their product to be reusable by consumers. Certain glass bottles and jars lend themselves more readily to being repurposed by the consumer, so why not give your customers packaging that creatively inspires them to reuse?

Biodegradable Additives

There is a challenge with being “sustainable” because the high cost in packaging often scares brands away; however, consumers will pay a little more to support the environment. Using social media, advisements and packaging content itself is a direct way to communicate your dedication to the environment and justify the higher cost of the product. According to an interview CNBC did with Nestlé chairman Peter Brabeck-Letmathe, there has been a tremendous change in the thought process of the consuming youth. Millennials are on the hunt for affordable prices with the most environmentally friendly option, while 20 years ago the focus was price alone. Nestlé is not alone with this sustainability shift – Deal Design’s client, Reef sandals, has made a significant change in the manufacturing of their products to make them eco-friendly. Reef is now including Eco-One® additives in products to speed biodegradability of sandals in landfills. There is a high chance that recyclable products and packaging will soon become a world-wide norm –so get onboard now before your product is left to drown in our oceans.

Contact Deal Design for a packaging design estimate.

Get ideas for sustainable packaging on our Pinterest Board: