Wednesday, October 8, 2008
Stay Original and Relevant
Bob Isherwood, a creative director for Saatchi & Saatchi, maintains his theory that all ideas must be original, relevant, and should have an emotional connection, otherwise the ad simply won't work. Did you know a survey was done in China and about 84% of television viewers immediately channel-surfed during a commercial break, and only 11% stayed on the channel for a couple of seconds. What does that tell you? Revise, revise, revise. In today's world, there is too much competition for any one of us to be oridinary. For instance, look at this Wrigley pack. Whatever happened to the traditional packaging? Well, apparently they weren't working so they re-emphasized their product by switching their identity. For Bob Isherwood, "ideas are the currency of the future."
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3 comments:
Sometimes our eyes need a change. Even if the change is not very successful, it makes us to think about the product or service. In this case I totally forgot about this gum, but now it reminded me about its presence.
I honestly love this new packaging. It is not bulky in your pocket and it is so much more slim. New packaging for a pre-existing product does somehow help promote more sales. Good observation!
First of all I don't chew Wrigley's gum but I think it's cool that the new packaging is more compact. I guess designers just want to keep up with all the other change going on. There's always this idea with the need to re-modify and trying to design something better that the competitors.
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