1. Making a good impression

    Posted by Steve on Jan 27th 2012 in: Making a good impression

    Dulux paints tins on shelf

    Welcome to Shelf Life, which in this edition offers observations on the many faces of authenticity, the metaphorical power of format, materials and type, and the sorrows and pleasures of being a man standing in front of a shelf made just for him. Put your pound coin in the trolley and follow me…

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  2. Nice paint job

    Posted by Steve on Jan 27th 2012 in: Household products, Making a good impression

    Dulux paint tins

    It must be nice to have an aisle all to yourself in store, and to be able to dictate the optimum shelf layout to allow consumers to find the right product. The new Dulux range design seizes this opportunity with great panache, offering a calm wall of exquisitely-coded packaging. The core colour range balances the…

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  3. Don Simon juices compared with another juice brand

    Packaging format, heavily guided by form, influences our impression of what’s inside at a deep, if unconscious level. Packaging graphic design, whilst still a subtle communicator, is relatively more up-front in its storytelling. Long-life juice is very much the poor relation of chilled juice in the UK market, and so brands try very hard to…

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  4. Cut myself just looking…

    Posted by Steve on Jan 27th 2012 in: Making a good impression, Personal care

    Men razors section in a supermarket

    Get them into a focus group and men are a pretty pragmatic bunch, who think all marketing should be like the Ronseal ad’s now famous strapline: “Does what it says on the tin”. Well it’s a bit different in razorland, with few brands bold enough to break away from the arms race and just offer…

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  5. cupcakes mixes section on shelf and cupcakes display stand

    Ticking lots of relevant boxes as a nostalgic treat, a fun thing to do with your kids, or simply demonstrating yummy mummy good taste, not many food products are hotter than cupcakes right now. Over at the home-baking aisle you wouldn’t know it however, with no-one capitalising on the extra awareness (and rich imagery) that being…

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