5 Successful DTC Launches With Podcast Advertising

Podcast advertising gives DTC brands a chance to connect with a wide, engaged, and growing audience. See five DTC advertising success stories.

PPC, blogging, and social media advertising tend to dominate discussions about DTC marketing. These kind of conversations totally ignore the rapid growth of podcast advertising as an effective and increasingly popular promotional medium for DTC brands. Even last year, The Drum reported that DTC ads had increased overall podcast revenue by over 50 percent in 2018. This comes at a time when podcasts have replaced radio shows for a hands- and eyes-free way to consume entertainment and information.

Which DTC brands have enjoyed success with podcast advertising?

Look at some examples of DTC companies that have found an audience with podcasts.

TakeMeUndies

As the name implies, TakeMeUndies sells underwear. As a podcast advertiser, they shifted some of their social media advertising money to podcast advertising a few years ago. As early experimenters, they managed to cut deals with some fairly notable celebs. Their bet paid off. According to Ad Exchanger, they have already sold nine million products and expect to generate $75 million in revenue for the year.

In this case, the company used host-read ads. The CEO, Jonathan Shokrian, said that he credited his company’s success to having the advertisements sound more like person-to-person referrals than typical advertising.

FabFitFun

FabFitFun offers a unique and fun subscription service. Subscribers pay $49.99 each season. In return, they get a box filled with eight to ten products with a guaranteed value of at least $200. Members can also choose some of the products they want included in their basic box, or they can pick add-in products for an additional fee.

According to Magellan, FabFitFun first started advertising on podcasts in 2017 and by 2019, they made the list of the highest spending podcast advertisers. They’re featured on such popular shows as The Goal Digger Podcast and Chatty Broads.

Blue Apron

Like TakeMeUndies, Blue Apron has grown up with sponsored podcast ads. In fact, they have even launched their own branded podcast called “Why We Eat What We Eat.” During the show, a food historian named Cathy Erway discusses a variety of interesting topics related to food. Some examples have ranged from the origins of duck sauce to dealing with picky eaters.

Whatever their content marketing agency comes up with, it’s working. The company’s sales have increased 500 percent.

ZipRecruiter

Similar to Blue Apron, ZipRecruiter sponsors a podcast. In this case, it’s called Rise and Grind, a podcast that caters to their likely audience of job seekers, hiring managers, and entrepreneurs. Rise and Grind, the sponsored podcast, has even launched other businesses, like a Shark Tank investor named Daymond John.

By producing the right type of content and sharing their platform with entrepreneurs, ZipRecruiter has earned a large, targeted audience and some great publicity. As an example, Daymon John praised ZipRecruiter as a company that focused upon finding good people and good jobs, according to FastCompany.

Podcast Superstar

According to the Podcast Superstar page on Airbnb, $195 gives guests an interview in a Manhattan studio for a podcast called mürmur. video. The page promises guests a chance to promote themselves, their business, or their idea directly to the world.

This example doesn’t exactly fit with the more conventional approaches to using sponsored podcasts to attract an audience and promote a specific business. Instead, the podcast promotes itself as a way for people with a modest budget to get featured in a podcast.

The reviews suggest that the host does a good job with the interview, even if his Airbnb page doesn’t mention the audience size. Still, the deal includes a professional recording, so at least, it can give startups and small companies a way to get content produced for a budget-friendly fee. To make this opportunity truly effective, they may need to invest more to distribute and promote the recording.

How DTC brands can benefit from podcast promotions

Podcast advertising shares certain features with both digital and radio promotions. Still, it has its own character. To make the most of this rapidly growing medium, keep these tips in mind:

  • Typically, podcasts work very well to increase brand awareness, though they can directly push leads and sales.
  • Since many listeners may listen to archived or downloaded programs long after the original date, they may work better for offers that aren’t time sensitive.
  • As with radio, it’s usually not possible to finely tune audience demographics as tightly as on PPC platforms.
  • When developing content for sponsored podcasts, keep the audience in mind. They probably don’t want to listen to 30-minute advertisements, so find relevant topics that would lend themselves well to mentions of specific products and services.

As with any other kind of marketing, expect to test and tune a bit before finding the perfect podcast advertising solution. Still, many DTC brands have found receptive audiences and growth opportunities by investing in various kinds of podcast promotions.

Read More

How the Aluminum Shortage has Impacted CPG Brand Marketing

Increased demand and reduced supplies of aluminum have kept products off shelves. Learn how CPG brand marketing was impacted and could react in the future.

While not quite as notorious as the infamous toilet paper shortage, many companies have had to reduce production of canned products because they have had trouble sourcing aluminum cans. The impact of the coronavirus pandemic and even changing customer behaviors have contributed to supply problems. Take a look at the multiple causes of aluminum shortages and the best ways a CPG marketing agency can help cope with the problems.

What caused the aluminum can shortage?

According to Newsweek, aluminum shortages did not stem so much from production cutbacks as an increase in demand. Because of restrictions on restaurants, bars, and other in-person sources of products, CPG audience research found that consumer behavior has changed to prefer picking up supplies and bringing them home.

For instance, people stocked up on canned drinks to replace the beverages they might have consumed outside of their homes from a beer tap or a soda dispensary. At the same time, concerns over future shortages and limiting trips to stores caused many people to stock up on other kinds of canned goods to keep in their pantries.

Ironically, an increased consumer preference for recyclable and somewhat eco-friendly aluminum cans over other types of packaging also helped stoke demand. At the same time, recycling centers had closed or limited operations, so that aggravated the problem. That meant that a lot more of these aluminum cans ended up in the trash anyway. 

How consumers viewed the aluminum shortage

Consumers might have seen evidence of the problem as sparsely stocked shelves in their favorite beverage aisle at the store. In truth, the problem did not come mostly from shortages of products but from fewer aluminum cans to package them in.

These statistics from Packaging World help illustrate the issues:

  • In 2019, before the pandemic, people consumed 60 percent of beer from cans, so a high demand already existed.
  • Turnarounds for orders of some kinds of cans changed from four or five days to four or five weeks after the pandemic hit.
  • The price of printed cans has nearly doubled, meaning companies either have to struggle with lower margins or increased prices.

How is the aluminum shortage impacting CPG brand advertising?

Most commonly, both large and small brands have prioritized their most popular products over niche offerings. As an example, Coca-Cola reduced supplies of Cherry Coke Zero. Mashed noted that even though the fruitier version of Coke Zero isn’t as popular as the regular version, people still noticed. Cherry Coke fans even flocked to the company’s Twitter page to ask Coca-Cola why they couldn’t find their favorite soft drink on the shelves.

The company responded by saying they struggled with supply issues and were working hard to adapt. Since Coca-Cola has earned a good marketing reputation over decades as a market leader, their response can provide some inspiration for any brands impacted by shortages of aluminum cans or other products:

  • Coca-Cola knows its CPG brand personas very well, so they first responded by retrenching to prioritize their best-selling products. They sacrificed production of less-popular flavors in order to try to satisfy as much demand as possible for the most-popular drinks.
  • They responded pretty transparently to questions on social media. While they didn’t go into specifics of the types of shortages, the company did admit they struggled with supply problems and were working hard to address the issue. Perhaps, they might have done better by bringing up the topic before consumers asked, but at least, they answered questions when they arose.

Will the aluminum shortage lead to greener alternatives?

Even more than such large companies as Coca-Cola, smaller breweries and other supplies have struggled with supply shortages. As an example, Brett Trump serves as the CFO of a small brewery in Pennsylvania. He said that larger breweries have swept in and purchased available supplies, and he lacks the resources to compete with them.

Actually, this can provide an opportunity for some smaller companies to find alternatives to traditional cans. As an example, some premium brands have turned to eco-friendly Cartocan cans, according to Packaging Gateway. They’re actually made out of a special kind of cardboard, generate a lower footprint than either aluminum or PET cans, and can keep products fresh for up to 11 months.

Since studies of CPG brand personas uncover that many consumers prefer eco-friendly alternatives, using aluminum-alternative packaging could help producers improve their brand. Imagine what an impact it could make if a company like Coca-Cola started using Cartocan.

Read More

TikTok Marketing Predictions and Tips for 2021 and Beyond

What will 2021 TikTok marketing look like? Don’t ignore increasing market penetration or this quirky social video site’s young, engaged, and fresh market.

Developed by ByteDance, a Chinese company, TikTok lets users produce, edit, and share short videos. The social media platform’s editing features include the ability to add sound effects, musical overlays, and video effects.

Even though TikTok has only been around for a few years, it’s attracted a large, enthusiastic user base and more than its share of controversy. At the same time, businesses have just begun to explore the potential of Tik Tok marketing. Find out what makes this site unique and how a social media agency might use it to attract an audience.

What makes TikTok unique?

In order to start to develop a marketing plan for TikTok, it’s important to understand its unique character. Effective social media content writing for this video site differs from content development for Facebook, LinkedIn, and even Twitter. As a very general impression, most people would describe most popular TikTok videos as quirky.

With some notable exceptions, a marketer would probably call the site’s content more entertaining than newsworthy. Exceptions to this might include Claudia Conway, the daughter of the former presidential advisor and of course, high-level critiques of the site’s privacy and security.

As for more typical examples of popular videos:

  • One piece played upbeat music as the presenter sprayed shaving cream into a Croc and then stuck her foot inside to splatter the shaving cream through the holes.
  • Another video started with suspenseful music as a hand drew back a curtain to reveal a wide-eyed cat.

Even though the videos sound silly when described, they were both worth a watch for a quick grin. To gain a better feel for this kind of short, amusing video content, watch this compilation of popular Tik Tok videos on YouTube.

Can social media services benefit from TikTok in 2021?

Look at some eMarketer predictions for TikTok in 2021:

  • After 95-percent growth in 2019, eMarketer predicted growth of over 21 percent this year.
  • By 2021, the platform should have over 50 million users.
  • Young people make up most of the audience, with slower growth among older users.
  • At least one out of five social media users will login to TikTok at least once a month by 2021.

Right now, the platform lacks the penetration of such established social sites as Facebook and Twitter. Still, it’s the only large social media site with growing penetration. In fact, eMarketer compared TikTok’s position to that of Facebook in the first decade of the 21st Century. A savvy social media agency might view this new, growing platform as a good place to test creative marketing ideas and a chance to get in on the ground floor before it grows saturated with ads.

How to plan TikTok social media content development

Mostly, marketers look at TikTok as more of a place to build brand recognition than to generate direct sales or leads. Now and probably into 2021, the most popular kind of marketing campaign on the site is called a Hash Tag Challenge. These challenges can rapidly increase visibility and also encourage popular influencers to join in.

To understand how a hash tag challenge works, look at a couple of examples: 

  • Guess ran a challenge to build their audience and launch a new line of denim jeans. They ran the campaign under the hashtag of #inMyDenimChallenge and motivated users to produce music videos while wearing the new denim pants.
  • Burger King called their challenge the #WhopperDance. They offered coupons for $1 Whoppers to encourage users to produce their own dances. 

TikTok offers hosted challenges. These include increased visibility and a special page where the promoter can list their terms and display the challenge videos. These hosted challenges cost quite a bit, but smaller businesses can still succeed by creating and promoting their own challenges.

For one thing, TikTok offers other kinds of ads that businesses can begin with a budget as low as $50. A small business could use these cheaper ads to test their strategies and to promote an independent challenge.

Will TikTok remain fresh in 2021 and beyond?

According to HubSpot, some other social sites have tried to provide features that recreate the TikTok experience, but their efforts haven’t successfully pulled users away from the original. Because the site is still fairly new and growing, it can provide a fantastic opportunity to get noticed by engaging in creative marketing. Plenty of marketers would love a chance to revisit Facebook marketing back in its early days. Experimenting with TikTok may give them that chance.

Read More

Spooky Marketing Mistakes: Tales from the 2020 Advertising Crypt

Three scary marketing case studies to help marketers avoid marketing fails by remaining sensitive to your audience and learning to adapt your message fast.

Plenty of people will always associate 2020 with dire health concerns and economic uncertainty. Marketers may not need to wait for Halloween to evoke feelings of fear and dread. Still, in the spirit of the spooky season, take a look at some marketing case studies that can help businesses avoid future pitfalls and perform fearlessly in the future.

The 2020 marketing case study hall of horrors

This year provided plenty of opportunities for businesses to rise above their circumstances. You may have read about pizza shops that used their ovens to mold personal protective equipment and distilleries that produced hand sanitizer. Of course, those positive marketing stories do not belong here. Instead, take a quick look at some of 2020’s most visible marketing missteps.

1. Unlucky Corona

Founded in the 1920s, Corona beer has become one of the world’s most popular beer brands. Fantastic marketing ensures people think of their brand when they picture a cool bottle of beer with a lime stuck in the top. Sadly, the brewer launched a new drink called Corona Spritzer in February of 2020, just about the time that people started associating Corona with coronavirus.

Sadly, the product introduction did not perform well. Search Engine Journal said that even though it’s tough to delay a launch, that’s exactly what they should have done. Even though most people realize that Corona beer has nothing to do with coronavirus, studies found that purchase intent had dropped to its lowest level in two years. Introducing an anti-coronavirus hand sanitizer would probably have yielded better results for their brand.

2. Poor-timing Progressive

By March of 2020, a lot of states and cities had already closed bars and restaurants to help encourage social distancing. During that same month, Progressive Insurance used the backdrop of a karaoke bar to promote their online insurance site. Of course, nobody inside of the crowded bar even had a mask on, which lots of people find frightening these days.

Just about a month later, Sharablee, a market intelligence company, asked consumers what they wanted out of advertising during COVID-19. Well over half said they preferred ads that reflected the new normal. Progressive probably should have changed that advertisement to a karaoke Zoom party to avoid getting singled out for bad taste in a digital advertising case study.

3. Tone-deaf McDonald’s

Corona’s and Progressive’s worst offenses might include poor timing and an inability to pivot their marketing campaigns fast enough. They probably did not do any serious damage to their brands. At the same time, any advertising case study of some of McDonald’s messaging might draw more criticism that their attempt to sound sympathetic to people’s plight during the pandemic came off as insincere.

McDonald’s posted an image on social media with their famous golden arches separated from each other. They paired the image with the idea that it represented solidarity with social distancing measures to help curb the virus. The company’s critics, including politicians with large audiences, responded that the company could better demonstrate solidarity by improving employee benefits, like paid sick leave.

Like other hospitality companies, McDonald’s suffered too during the pandemic. According to CNN, revenues fell 30 percent in the second quarter when compared with the same quarter of 2019. Still, the message may sound hollow to employees without paid sick leave and people who sympathize with them.

How to avoid the coronavirus marketing crypt of horror

The coronavirus pandemic caused a very abrupt and unexpected business disruption. Even such good marketers as Progressive, Corona, and McDonald’s made mistakes. Still, successful marketers know they need to adapt to changes, even when those changes emerge rapidly.

Businesses like Progressive and Corona simply failed to pivot fast enough in response to changing consumer sentiment. Even unconsciously, the sight of happy crowds sharing beer or performing like their favorite rockstar can turn people off during these socially-distanced times. McDonald’s might have been better served by promoting any positive actions they were taking to protect their employees and not a fist bump that some interpreted as insincere. Brands need to reflect their audiences, which can include customers, employees, and sometimes even politicians.

Read More

5 Reasons Pumpkin Spice Became a Cultural Phenom

Pumpkin spice marketing and the success it’s seen over the years can be explained by nostalgia, broad cultural appeal, and even the way human brains work.

Anybody can visit a local grocery store to buy a jar of pumpkin spice for a few dollars. Generally, the blend contains a mix of cloves, nutmeg, and cinnamon, and sometimes, ginger and allspice. Stores have sold these traditional spice mixes for generations. For most of that time, shoppers would pick up a jar as a convenient way to season pumpkin pie, a traditional autumn treat.

How did pumpkin spice become incredibly popular as a fancy coffee flavor? Obviously, anybody could have added a pinch of this blend, milk, and sweetener to their coffee mug for a few cents a serving. Until about a decade ago, few people thought of it.

According to a recent estimate from Forbes, Starbucks has managed to turn this common mix of seasonal spices into a popular phenom that helps them sell about 20 million cups of pumpkin spice latte each year. Even more, they reserve their pumpkin spice for the holiday season, so it’s not even available all year. Later, plenty of other businesses caught on and flavored or scented their products in an effort to profit from the trend.

Obviously, lots of marketers would like to understand how Starbucks managed to turn a seasonal drink into extra revenue and even a cultural phenomenon. Consider the popularity of pumpkin spice from the perspective of consumer insight marketing to understand why it grew so wildly popular and how to apply these lessons to other marketing efforts.

Five pumpkin spice consumer insights marketing perspectives

To spark some ideas for other potential products, start by understanding what makes pumpkin spice latte so great.

1. Pumpkin spice smells like nostalgia 

People may actually derive more satisfaction from the fragrance of a pumpkin spice latte than the flavor. According to Scientific American, the brain processes olfactory information differently from other senses. Scents travel more directly to centers of the brain associated with memory and emotion.

Thus, people may actually remember scent-associated memories faster than they can even recall the name of the scent. If somebody says that pumpkin spice smells like Christmas, they’re probably describing their first reaction to the smell pretty well. Very often, people lend weight to this idea by saying they enjoy pumpkin spice because it reminds them of holiday gatherings and other pleasant memories.

Anyway, a hot brew provides the perfect carrier for the scent of a fragrant blend of spices. If some people talk about needing their pumpkin spice fix, they’re offering clues to the appeal of this holiday drink. For a little while, just letting the scent waft into the air can help evoke the holiday spirit

2. People connect with others around their love of pumpkin spice

Of course, plenty of competitors and other companies have jumped onto the pumpkin spice bandwagon. Besides coffee, consumers can find everything from recipes for pumpkin spice granola to spice-scented soap. Lots of these products generate social groups and energetic follower bases.

As an example, Starbucks has a Facebook page dedicated to its pumpkin spice latte and thousands of followers. Yes, people join a Facebook group to show their support for this drink and ensure they stay updated with news about the coffee drink. On a related note, the Facebook Pumpkin Spice Festival group also has thousands of followers. That’s dedicated to all things pumpkin spiced and not just coffee. By picking up on a popular trend, plenty of marketers can find a thirsty market.

3. Pumpkin spice stirs up light-hearted controversy

Brands generally like to minimize controversy; however, measured differences of opinion can also attract attention. Reddit, for example, has multiple threads devoted to discussions of the relative merits or demerits of pumpkin spice.

Judging by some of these Reddit threads:

  • Some contributors admitted they loved the Starbucks latte but considered it a guilty pleasure.
  • Others argued that the flavor had grown so pervasive that the whole uproar ruined their enjoyment of a seasonal treat.
  • Of course, the purists objected to the fact that it tasted nothing like pumpkins. Pumpkin spice products only contain the spices used to flavor pumpkin pie and sweetener but not pumpkins.

Most posters just appeared to be having fun discussing a fairly harmless topic, and the thing is, nobody really said they disliked the flavor. In any case, lively discussions like that engage viewers. It’s fair to assume that more than a few readers stumbled on the discussion and decided they needed to try the drink to form their own opinion.

The idea of pumpkin spice has even generated memes. Funny, supportive, or even mildly disparaging, they get shared on social media and bring more attention.

4. Seasonality can generate a sense of scarcity

Some businesses only want to invest in products they can sell 12 months a year. At the same time, marketers should recognize the value of having seasonal items. According to Unamo, a provider of SEO and market research services, the seasonality of pumpkin spice products provides two powerful benefits:

  • A sense of scarcity: With some products, scarcity creates extra value value. Anybody can buy the spice blend in a grocery store 12 months a year. However, Starbucks and other companies tend to reserve their products for the holiday season, so customers have to wait to buy them.
  • Association with seasonal marketing: The product’s seasonality also makes it easy to incorporate pumpkin spice marketing with seasonal marketing. People tend to spend more during holidays, so they’re likely to indulge in fancy coffee when they’re out shopping, meeting friends, traveling, or even commuting.

5. Pumpkin spices span most U.S. cultures

A pumpkin spice latte serves as a new twist on something traditional for many people. Today, Thanksgiving feasts from Maine to California often include this traditional dessert. Similar scents emanated from George and Martha Washington’s kitchen hundreds of years ago. At the same time, such ethnic cuisines as Chinese, Middle Eastern, and African often use one or more of the spices in the blend.

Adding the spices to a coffee drink provides some novelty; however, the brand doesn’t need to introduce a totally new flavor to reach a wide base of potential customers. Even though pumpkin spice latte may have seemed novel when first introduced, people could already associate the scent and flavor with things they already liked.

How a consumer insights company can help other businesses spice up their marketing

Some businesses may want to include pumpkin spice in their own products to improve engagement and revenues by riding on a popular trend. Even though it’s already pervasive, the seasonality of pumpkin spice gives marketers a chance to make a fresh start every year.

A few companies may want to come up with their own ideas for a novel twist on something that’s already very familiar to their market. Bacon-flavored toothpaste checks some of the boxes but doesn’t appear to have quite the same appeal. Prudent businesses will want to engage market research services to test their ideas before releasing new items to the public.

Read More

How a CPG Marketing Agency Makes Products Stand Out

Three ways the best CPG marketing agency can design packaging to reduce waste, improve brand reputation, and drive attention and sales. 

Of course, a CPG marketing agency frequently has to help promote products that people might think of as fairly interchangeable. Choosing between some jars of mayo, bottles of ketchup, or boxes of laundry detergent might not seem like a big decision for most consumers. Thus, people may tend to choose the brand they’ve always bought or maybe, what’s on sale. Find out how a good CPG advertising agency can make products stand out on the shelves, so customers will consider them anything but ordinary.

Three Ways a CPG marketing agency can differentiate products

First, it might help to work with a consumer package goods design agency. Besides having experience with developing outstanding packaging, these professionals can provide a different perspective to help come up with novel solutions that are sometimes easy to overlook by people who manage these products every day. Consider three tested suggestions that packaging professionals might offer.

1. Make packaging more useful

Making packaging more useful can provide a great way to differentiate a product from competitors. As just one example, Heinz simply flipped their bottle upside down in 2002, so it could rest on the lid instead of the base. Of course, most people find thick, rich ketchup challenging to get out of a typical bottle, especially when the container’s almost empty.

After 170 years of producing ketchup, the company — or their packaging design agency — came up with the genius idea of flipping the bottle to let gravity lend some assistance. Apparently, this change caught the eye of consumers. According to CNN Money, sales increased by six percent in a year when overall ketchup sales only rose by two percent.

2. Ensure customers know how to use the product to its best advantage

Is there something different about using a product that customers should know? Obviously, if consumers know how to make the best use of their purchase, they’re likely to return for more. As an example, Trader Joe’s sells a spice blend called, “Everything But the Elote.” Elote means corn in English, and the word suggests boiled, roasted, or steamed corn prepared in a particular way. Some people have figured out on their own that this blend can also spice up popcorn, all sorts of green vegetables, dips, French fries, and lots of other kinds of food.

If Trader Joe’s would include these tips on their packaging, they might sell even more of this popular product. Besides promoting the versatility of a product, marketers might also consider including directions to get the best results for its primary use. Not only will these suggestions help entice customers, they’ll also ensure customer satisfaction and repeat sales.

3. Consider seasonal packaging

Consumers tend to spend a bit more during certain times of the year, and a seasonally themed package can help get them to add certain kinds of products to their shopping cart.

According to Brand Experience: Packaging, shoppers tend to loosen up their pocketbooks at these times, ranked in order of how much spending increases:

  • Back-to-school, especially back-to-college
  • Winter holidays
  • Mother’s Day
  • Easter
  • Valentine’s Day
  • Father’s Day

As an example, let’s say Mom loves coffee. Loved ones may be more likely to add a bag or jar of coffee to a gift basket if it has attractive, themed packaging. Even better, add in a nice “World’s Greatest Mom” mug to provide extra value that can justify a higher price.

Touches like this can also encourage retailers to include the products in a special display that will give them more visibility. For online sales, it gives distributors a chance to tag the product with seasonal keywords.

Think about product and package size

Sometimes, companies think that offering a jumbo package for a cheaper price will encourage sales. With perishable products, this can backfire. For example, pet owners may not care to buy 30 pounds of dog food for their seven-pound Maltese. They would rather pay somewhat more for a smaller package to avoid the waste of having to dispose of stale products.

Also, some companies tend to package relatively large things in oversized packaging. Too much packaging wastes materials, generates excessive shipping charges, and may even annoy purchasers. These days, consumers have grown more concerned about the environment and frugality.  To promote the best brand image, a why a CPG advertising agency may advise their clients to right-size packages in order to save money and appeal to buyers.

Choose colors to create a quick, emotional impression

The University of California at Irvine published a fascinating paper on the ability of colors to effect human emotional responses. Nature may have coded some of this response in people’s genes, as humanity evolved to associate certain colors with their natural environment. Beyond that, people have their own specific responses to various color schemes, based upon culture or even personality.

As an example, many Americans might associate red and green with holidays. People don’t tend to react just to one color either. Instead, contrasting colors, image clarity, and even shades can make a big difference. Also, sometimes colors can even go out of style for a time. For instance, the 70s favored more earthy shades; however, brighter colors took over in the 80s.

The importance of packaging for product differentiation

Businesses invest a lot in developing their products. The right packaging can reduce costs, promote a positive brand image, and of course, increase sales. In contrast, poor packaging can waste money, hurts reputations, and turn off buyers.

Read More