A book from from an industry veteran on the principles of jewelry display, image, layout and planning. Author Larry B. Johnson takes you through every facet of creating and maintaining effective jewelry ...
In December 2006, Time Magazine declared their "Person of the Year" as "You," reflecting the escalating popularity of social websites such as MySpace, Facebook, and YouTube. The magazine cleverly attached a mirror-like piece of paperboard on the cover to emphasize the narcissistic trend.
It's already been two years, but few brands have decided to play on this shift in personal perspective. Kashi has forged a unique brand proposition and experimented with clever ideas such as the "U" package. Has this trend been under-exploited in package design? How does Kashi do it "right" in this example? Forum responses had a vigorous debate.
Amy Graver, president and creative director, Elements LLC, New Haven, CT
The answer—in short—is: Yes, it is all about you. Or, perhaps more precisely, it is about making the consumer feel as if the product in question addresses her or his personal needs. And that's not just my opinion. My firm, Elements, is currently working closely with a firm that develops promotional websites that are completely personalized, from the URL to the deals offered. This organization has hard data to prove the effectiveness of their approach. The trend will be under-exploited right up to the moment it becomes over-exploited. As to Kashi, from a strategic standpoint, sure, they got it right. Proof of whether or not they hit the mark in execution, we'll know if the product is still on shelves next year.
David Brier, chief gravity defyer, DBD International, Menomonie, WI
The package design is distinct so it has that strength going for it. However, the "U" missed me because usually when I see "U," I immediately figure someone is referring to a University. The "homonymic" play relying on sound without any text tying the whole message together—for me—missed what could have been a smart play, even if it was that they established a University based on "U." So for me, it's like a song that has great potential but doesn't all come together in the mix.
Leslie Tucker, principal, IQ Design Group, New York, NY
I'm so happy it's now all about "U" versus Peter Arnell. It's refreshing to see a brand stepping out on a limb, but done appropriately so as to maintain their core enthusiasts—plus maybe even pick up a few more. What I know is this: In order to break the rules, one must know the rules.
Joseph Favata, creative director, R.BIRD, White Plains, NY
The more I study the package (and I mean study) I start to see the connection between health claim and graphic treatment. These are serious claims treated in a very lighthearted and whimsical way. Can it really work? A cereal that enhances (the vitality of?) my Heart, Immunity, Bone, Digestion, and Mind? Kudos for using natural paperboard, not a printed facsimile of natural paperboard. It implies natural and healthy, even when you are not allowed to say natural and healthy. Big picture: lots of unexplained and disconnected ideas going on here and that's not what (u) are about. Is it?
Richard Bird, president, R.BIRD, White Plains, NY
I'm confused. Though there's no missing the gigantic "U," the total impression as it stands alone is a bit of a puzzle. Too many messages mixed in a stew of design, wordsmithing, and materials. This makes it difficult for "me" to make an intuitive connection with "u." There's an "it's good for me" positioning in there somewhere that's not coming through clearly. Meanwhile, the "ME brand" trend may well be at risk. Consider current events and the emphasis on collective action and social responsibility.
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