Color and Controversy in International Design
Pulling on its work to help brands communicate with a “global voice, local accent,” U.K.-and U.S.-based design firm Boxer (www.boxerbranddesign.com) is creating an infographic guide to the global visual translators. Shown on this page are snippets from its first infographic that serves up examples of the cultural significance of color, which can help brands to avoid some of the more common design pitfalls.
“Color is a powerful brand tool, yet a potentially controversial one,” says Paul Castledine, Boxer’s chief creative officer. “In some countries, for example, green can be a signifier of new life, infidelity, wealth, or of corruption and drugs depending upon the territory in question.”
Value Tops List of Millennials’ Shopping Priorities
A new nationwide study from the Private Label Manufacturers Association (PLMA[www.plma.com]) casts significant light on the grocery shopping patterns of millennials, the 100 million Americans born between 1980 and 2000.
Millennials represent a multi-trillion dollar marketing opportunity. They already account for $1.3 trillion in overall direct annual spending, and it is predicted they will buy $60 billion in consumer packaged goods over the next decade. By 2016, millennials are expected to become the country’s most powerful consumer group, and, over time, are expected to become the most economically impactful generation in U.S. history, outspending even the Baby Boomer generation.
Millennials like to describe themselves as unique in their attitudes and how they conduct their lives. While that may well be true in terms of their use of smart phones, social networks and the Internet, the first wide-ranging study of millennials who identify themselves as primary grocery shoppers for their household reveals that, when it comes to buying food and non-food necessities, value is the key to their purchasing behavior.
The PLMA study, “The Millennials Are Coming,” was conducted by Surveylab, an online opinion consultant, and consisted of more than sixty questions aimed at determining what moves millennials. Completing the survey were nearly 1,600 men and women from 18 to 33 years old, who identify themselves as the primary grocery shopper for their households.
Research: Retail-ready Package Design
3 Trends Driving Demand for RRP
For “Retail Ready Packaging: Research and Analysis,” a recent report from PMMI, The Association for Packaging and Processing Technologies, researchers conducted lengthy interviews with an assortment of brand owners, retailers and more to learn what’s behind growth in the market for retail-ready packaging (RRP).
Urbanization and population growth
Both of these factors positively impact retail sales, and the highest rates of urbanization are in Asian countries such as China and India.
CPG customers, especially supermarkets and large box stores, are using their considerable influence to pressure brands to design RRP.
RRP can reduce labor costs by enabling retail workers to stock shelves in a fraction of the time required to unpack and face product from other types of secondary packaging.