JDA DESIGN TRENDS

New Movie Advertisements of Note

2011-09-20T14:18:00.000-07:00

Recently a couple of movie advertisements have caught my eye for being decidedly different from the norm. The norm meaning the star's giant head emerging from a dark background with the title of the movie underneath. It's a formula that's been prevalent for about the past two decades and these new advertisements are certainly a breath of fresh air.

The first is for the movie "Drive." The first time I saw one of its posters on the side of a bus I wasn't sure what I was looking at. It was a close-up of one of the stars, Christina Hendricks (the red-headed bombshell from Mad Men), with just the word "Drive" in big pink script in the lower left quadrant. Was this an ad for a clothing store? Make-up? Upon closer inspection one can see the "In Theaters 9.16.11" and it becomes apparent that this is for a movie. I was struck by its graphic simplicity and mystery. This movie is considered an noir action thriller, something that's not too obvious by its use of a big pink scripty typeface. It's so feminine-looking, it could almost be a poster for a chick flick. When you see the other posters/billboards in the series you get a bigger picture of what this movie's about, but I really admired the boldness and cleanliness of the art direction. While searching for photos for this blog post I found an article in the LA Times that seems to echo my sentiments.

Another advertisement series that's caught my eye is for the movie "50/50," starring Seth Rogen and Joseph Gordon-Levitt as two friends who deal with cancer. I first saw the billboard for the movie while driving down the 710 freeway. Again, its simplicity and graphic approach really got my attention. Unfortunately I wasn't able to find an image of the billboard (I suppose I could have run myself off the road trying to take a picture of it while driving, but I'm not that dedicated), but here is the poster:

So clean and impactful, the billboard even more so with its use of big solid blue fields with a powerful diagonal slashing right through the middle. Is it just because I'm a graphic designer that I appreciate these ads? I'm curious to hear non-designers' reactions and see if anyone noticed or cared. I like it that the whole movie ad paradigm is shifting with some fresh new directions.

- Stephanie Han

Reinventing the Power Strip. Pivot Power.

2011-08-25T11:13:00.000-07:00

So a power strip isn't a very sexy product, but everyone has one or several in their home. There have been several innovations with the product over the years, but this one is so simple it is genius. How many people can use all of the plugs available on a strip? Try plugging in a camera battery charger next to a large plug with 3 prongs. The issue is they are all in a row. Imagine making the strip flexible. Pivot Power was born. Genius. You can use every plug. For such a simple concept, the packaging is equally innovative and simple. A formed egg crate with a plastic cover and a simple label that reveals the unique design of the product. The back shows the product in use. We at JDA love simple concepts like this. It sells the product in a simple straight forward way. It helps, of course, that the product is truly innovative.

Kraft Macaroni & Cheese Package Redesign

2011-02-23T09:23:00.000-08:00

Dieline.com recently featured the package redesign of Kraft Macaroni & Cheese and it caught my attention because it was a successful refresh of an iconic brand in the wake of so many missteps by large companies with their rebrands of late. Remember all the negative stir the Tropicana orange juice box and Gap logo redesigns caused? Why did this rebrand work and the others not? It's very important when dealing with iconic brands with so much built-in recognition not to throw the baby out with the bathwater. Keep the elements that are working and still service the brand, and update/refresh the ones that don't. Seems simple, but as we've seen, tough to execute.

You can see by the photos above that the old package is looking rather dated, but since it's been around so long consumers are used to seeing this box and a radical redesign would probably confuse and disorient them on the shelves (a la Tropicana). The designers wisely kept the blue gradient background, kept the KRAFT logo front and center, and left the centered product photo in the spoon, probably the 3 most recongnizable elements, and worked on subtle changes with the rest. The result is more fresh and modern, with a bit of a sophisticated edge on what's widely considered a very unsophisticated product. Consumers may notice that something about their favorite box has changed for the better, but not enough of it had changed to make them miss it on the shelves--the hallmark of a great package redesign.

-Stephanie Han

3D Printing! If you haven't heard about it you will!

2011-02-11T11:26:00.000-08:00

We are currently working on a project for a display and our vendor introduced us to the process of 3D printing for the prototype. The prototype process, no matter if we are working on a package with a clam shell or a rigid display, is always long and not always accurate. The old way of doing things required wax molds and a person shaping the prototype based on the cad drawing. With the 3D printing process, the cad drawings are read by the machine that creates the prototype by building up layers of material similar to paper. It really has to be seen to be believed. Check out this link: http://www.youtube.com/watch?v=u7h09dTVkdw

This is only our first project using this process, and so far it has been great. The only stumbling block is the prototype material is very different from the final manufactured piece. However, once it is painted and photographed, you can't tell the difference.

Patty Jensen

You've Gum a Long Way, Baby!

2011-01-19T13:08:00.000-08:00

Big redesigns can come in all sizes. Who would've thought that something as simple as chewing gum could benefit from an updated look? Gone are the days where we can just pick up a simple 10 or 25 pack, grab the "tear here" tab, and rip our way to foil wrapped gum. Now you'll find an array of packaging styles, varying gum sizes/flavors, and even different ways that these packages work and fold. Before, gum used to be fully exposed once opened and prone to falling out of the packages once you're at that last handful of pieces, but gum packages nowadays close and even lock shut to conceal the gum and work as a handier carrying case than in the past.

Colors and flavors have come a long way too. You used to find a lot of primarily flat colors when picking up packs of gum. But with the advent of new flavors and flavor combinations, the color and designs of these packages are more eye catching than ever. The one of most interest is the design of 5 Gum. Never before has black been used in the package design for gum, and here it's used successfully to convey the sophistication of the brand and show that gum doesn't just have to appeal to kids. There's even a flavor where the stick of gum itself is actually black.

5Gum has also taken things step further by creating a POP that's just for their flavors. You'll still find them mixed in with all the other gum at the checkout stand, but with their dedicated POP there as well, they definitely make their presence known.

Overall, these packages prove that the "If it ain't broke don't fix it" cliche definitely doesn't have to apply to package redesign. While something as forgettable as gum doesn't require all that much attention, it's refreshing to see that these updates were made. Just goes to show that something doesn't have to be "broke" to improve it.

Joel Penos

what's a LAMA?

2011-01-10T11:44:00.000-08:00

LAMA is a new trend in POP for the US. This type of display has been used in Europe for many years. Made of cardboard, rubber bands and held together by an innovative and patented design by Marins, enables it to fold out, install automatically and fold flat.

Its compact and lightweight design allows the lama to be easily transported and shipped at a low cost. Eco-friendly materials and a small retail footprint can appeal to a variety of costumers. The Lama can give a product or advertisement a short-term or permanent display with the option to customize the shape, size, and color.

JDA recently had the opportunity to create a lama for Canon. The lama was displayed in-store at a size of 11” x 30”, and was easily placed on a counter top where consumers could clearly see the visuals and interact with the lama. The lama was printed on both sides; therefore, it could be flipped to reveal new graphics with a different messaging.

Gregg Berryman Retires

2010-11-12T14:52:00.000-08:00

After 41 years of mentoring and inspiring young designers at CSU, Chico, Gregg Berryman is going to retire. He is a professor at California State University, Chico, and has won many national design awards. He is a practicing design consultant and author of several articles and books on design theory and tips on visual communication.

On October 16th all alumni and friends were invited back to Chico to share their work, their stories, and reconnect with old classmates featuring an alumni show and reception to celebrate forty years of graphic design at Chico State. It brought back all the great memories of Gregg breaking down design into his patented "matrix," his humbling but enlightening critiques and commanding your respect with his insight and witty personality. He was honored with testimonials from students from each decade he has taught at CSU, Chico. All which held Gregg responsible for their successful careers and for an unforgettable academic experience.

After the reception at the President's Mansion the guests were invited back to Gregg's new digs near campus for a dinner party. As we walked up, there was no mistaking which house was Gregg's house. Like his design, his house has impact and stands out from the crowd. A modern masterpiece for the Chico area. A Gehry-esque exterior in textiles and colors on the outside and streamlined simplicity on the inside. Beautiful living spaces with attention to detail in fixtures, etc.

One of my favorite things was the collection of iconic toy mascots from the old commercial brands all tightly nestled into the shelves of his towering arced bookcase.

It was a great occasion to reminisce and honor a man that had been so instrumental in my design career. I owe a lot to him and wish him the best in his retirement. Something tells me there's still more to come from this iconic Chico Professor...

Springmaid at Target — Fresh!

2010-08-20T11:25:00.001-07:00

I was on just another mundane shopping trip to Target when the new packaging/environment designs for the new Springmaid bedding collection totally bowled me over. The whole aisle was so well-coordinated and appealing that I probably spent a good 15 minutes looking at stuff I didn't need! The packaging's simple and elegant design allows you to see and feel the fabric and really lets the product be the star. The photo of the flower they use on the packaging connotes "freshness" and the "Spring-ness" of the Springmaid brand and serves it well. Even though these are very reasonably-priced products they feel much more high-end. Tasteful environmental photos that give shoppers some helpful inspirational ideas on which pieces look good together are the capper to this very well-thought out display. Kudos to Target and Springmaid on a great collaboration.

Stephanie Han Windham

Choose Your Own Dadventure

2010-07-26T09:23:00.001-07:00

Our inboxes are certainly seeing an increasing number of email blasts these days, and like everything else, familiarity breeds contempt. Most get a click of the "Delete" button with nary a glance. It takes ingenuity to get noticed, and that's what the folks at Uncommongoods.com have done with their Father's Day promo email. From the fun title to the engaging game format, they've turned what could've been a typical sales pitch into something fun and memorable. Click on the image to see it larger.

Stephanie Han Windham

Bring On-Line Content to the Shopper

2010-07-12T11:57:00.001-07:00

Since we work primarily in consumer electronics, the idea of delivering content and information about a complex product to a customer’s smart phone was a great option. Since most POP never makes it on or near the product, and videos in-store can be cost prohibitive, the idea of being able to fine-tune and control the message in-store was very appealing. The Tag can be placed on packaging, in a brochure or on a sticker.

The Microsoft Tag requires the user to download an app to their smart phone. Once they have the app they use the camera function on their phone to scan the tag and they are taken directly to on-line content. We are suggesting to our clients that they put video content on a customized YouTube channel. This also opens up the possibility of having customers sign up for promotions and special offers while in-store. The relationship with the customer becomes more defined since there are built in tracking, metrics and analysis tools. The one drawback is that flash files can’t be played on an iPhone.

The QR Code works in much the same was as the MS Tag with a few differences:

  1) The QR Code is larger than the MS Tag
  2) The MS Tag can be customized so it can directly relate to the brand
  3) The MS Tag has a more reliable solution for most smart phones
  4) The MS Tag has more advanced analytics

SEO, Analytics and Tweets, Oh My!

2009-06-23T15:19:00.000-07:00

I just went to an on-line marketing seminar and most of the day was spent absorbing new vocabulary. What it all boiled down to is there are more ways to reach out to customers and it is more measurable. All great things when you are in marketing. In addition, I picked up some valuable nuggets of information:

1) 29% of our time is spent on line however only 8% of most marketing budgets are spent toward on-line marketing initiatives. (Something to ponder, or at least have my clients ponder)

2) 37% of our time is spent consuming TV and 35% of most marketing budgets are spent on TV marketing efforts. (Not very logical but hey, Super Bowl commercials are expensive)

3) One billion people are using social media on a daily basis. (Can you say Tweet!)

4) 93% of people trust product reviews from people they have never met. (We can find our future mate on line, so why not trust a stranger's opinion on products?)

5) Of over 250 million mobile phone users, 90% can accept a text message. (Hopefully not while driving.)

One fact kept bubbling to the surface; the selling process is changing rapidly. It is more important for a marketer to know the buying process, or as Steven Woods coined the phrase the "Digital Body Language", of your customer. Companies have the capability of knowing who is looking at their site, what they are looking at and when. Emails can be targeted more effectively and sellers can close a deal more often. This is great, but it kind of reminds me of trying on clothes while a really annoying sales person hovers outside the dressing room to see if I need another size or color. We may run the risk of over saturating the customer with email, facebook pages, mobile texts and tweets.

So who is in the driver seat now? Can the customer tune you out while he gathers reviews from bloggers and other strangers and makes up his own mind? Or can he be cyber stalked and convinced to purchase when the time is right? I think it is up to the marketers to strike a balance of all the on-line marketing tools. Not all of them are right for every product. (I mean really, does Charmin Toilet Paper need a Facebook page?)

But here was the final bit of information I picked up: When creating a micro site, use different key words from the corporate site so it doesn't erode the traffic to the corporate site. (Duh. But I never thought of that.)

Patty Jensen

¡Design Libre!

2009-04-27T11:15:00.000-07:00

While browsing through the multitude of offerings at the Festival of Books at UCLA this past weekend, I came across an item that I had to have the second I saw it. I didn't even check to see how much it was before I bought it. See picture below.

It was placed strategically by the cash register--the ultimate impulse item. From a design standpoint, it's a very well thought-out and executed piece. The concept is great, and the packaging is way fun but high-end.

Notice you can take the masks off the die-cut thumbs. The back offers tips on maneuvers and alternative gameplay:

As for the construction, the package is a cleverly cut and folded single sheet, with tabs and one wafer seal holding the whole thing together.

The epitome of well thought-out fun.

- Steph Windham

New and Not Necessarily Improved

2009-03-09T10:56:00.000-07:00

A story in the March 3, 2009 issue of the LA Times regarding the unfavorably received new Pepsi brand redesign reminded me of another recent unsuccessful redesign—the one for Tropicana orange juice.

A few months ago, I was in a Target store buying some orange juice. I usually get the Tropicana brand, and was disappointed when I didn't see any in the cases. I just saw a bunch of unfamiliar cartons that I immediately wrote off as "not Tropicana" and kept looking around. It was only during a second pass that I realized that these new cartons were indeed Tropicana. Wow, I thought, that's a pretty radical new look. Gone were any vestiges of familiarity--the funky old-style logo, and especially the orange with the straw stuck in it. The new carton is dominated by a large shot of a tasteful-looking (not necessarily tasty-looking) glass of orange juice, with the word "Tropicana" in an unfamiliar sans serif font and green color turned 90º clockwise along the side. They didn't keep ANY of the elements of the old package and I think this was its downfall. When you're dealing with such a familiar and iconic product, I think you have to be extra-cautious introducing a new design. The new design isn't hideous; it's actually very tasteful, but perhaps too much so. It's so tasteful it's really quite generic and inexpensive-looking, which I'm sure wasn't their intent. Indeed, when I first saw it in the cases I thought they were a new Target generic brand in the style of their "Market Pantry" products. Apparently I wasn't the only one who was discombobulated by this new package; due to the overwhelming negative response to the redesign, Tropicana's actually going back to the old packaging (but retaining the family photo-oriented ads, which I think are nice). I'm not sure if that's the right solution, either, and I'm afraid things will be muddled for the Tropicana brand for a while. here are just a couple of articles I found on how the new redesign has failed: From the Daily Heller blog, entitled "Orange You Sad…", and a reaction from the packaging blog Dieline.

So this brings us back to Pepsi. I think the same mistakes were made—not retaining the successful elements of a product's brand equity. It's the very definition of throwing the baby out with the bathwater. And I didn't realize it wasn't just for the colas; apparently they'd also redesigned the labels for Sierra Mist and Mountain Dew, the latter also having undergone a name change to "Mtn Dew." Hm, this just smacked of the time when everyone would just slap the word "extreme" or the letter "X" on everything to instantly give something a cachet of cool. Pretty soon it became anything but. I'm thinking this pandering to the txt speak generation will most likely have a very short shelf life.

Strangely enough (or not), these redesigns were done by the same company: Arnell Group. I just visited their site and found it very curious. It's EXTREMELY minimal with absolutely no pictures of anything, even their work. Upon doing some minor internet searching, I came across this interesting article on the Package Design Magazine site. There was no date on it so I'm not exactly sure when it was posted, but it must have been a few years ago, when Arnell was tapped to do the last redesign for Pepsi. In it, there's a rather prescient paragraph that reads, "Pepsi actually asked their loyal consumers what brand elements would have to remain so that they would be intuitively reassured that their favorite drinks were not changing and the brand they trusted was still essentially the same. Their answer was direct and consistent. Pepsi-lovers needed to see three elements for sure—the Pepsi "globe," the iconic Pepsi blue, and the familiar tilted Pepsi capital letters." I realize some time has passed between these two redesigns, but so much that users (loyal or otherwise) wouldn't still be looking for these familiar elements on the store shelves?

Steph Windham

UPDATE 4/27/09: After encountering this article in Newsweek about Peter Arnell, some of the mystery about this firm and its founder has lifted. It prompted me to revisit the Arnell Group website and noticed that it's very different from what I saw a few months ago. Now there are actual pictures, and there is bio of its founder, looking very casual and approachable--very different from the impression I got about him from the Newsweek article. Then again, he is supposed to be the master of reinvention.

Can We Still Judge a Book By Its Cover?

2009-01-29T11:16:00.000-08:00

My neice told me she is now getting her text books on-line. I don't mean she is ordering her books on-line, she is reading them on line. She had mixed feelings about this. Even my 14 year old son, who is an avid user of everything in the digital age, was luke warm to the idea. The site is called CourseSmart. You basically "rent" the book for 180 days and then it expires and you have no more access to the content. There are some great features like being about to highlight and bookmark content and the student can print out only the pages they require. But this also means you must have a laptop or computer to access the content.

Of course, there is always Kindle, the wireless reading device--the future of book reading they say. The screen is high-resolution and reads like paper and you can literally carry your library of books on one device. Of course, I can see benefits for this with text books. I remember carrying my books around campus and getting a backache. Either that, or I would forget the one book I needed.

Call me old fashioned but I'm going to miss books if this is their future. I would miss cracking the spine of a new book and the crisp fresh pages. I also love sharing a well worn book with friends. In fact, I still have some of my college text books. When I was a kid, my mom would take us to the library to stroll the shelves for a new book. I can't imagine scrolling through a series of names on line and having the same excitement. Could I still judge the book by its cover?

Patty Jensen

Knock/Shock Offs For A Young Audience

2009-01-16T10:27:00.000-08:00

On a recent research/reconnaissance mission for packaging design in the Action Sports industry, I came across some really cool packaging, environmental/display structures and graphics/imagery at a local ACTIVE RIDE SHOP. For example, Vestal watches created a display case that resembled a touring rock bands' sound gear. Another interesting find was a large framed poster (approximately 4' x 8') for Obey clothing. It's bold use of red and black solids with overlapping layers of torn paper, spoke wartime propaganda poster with a hip and modern twist.

What really caught my attention however, were the cleverly goofy (and some, perhaps borderline controversial) packaging ideas for skateboard parts and accessories. Although not the most interesting nor innovative in terms of graphics and structure, what drew my attention to these packages were the silly mimicking and poking fun at everyday products and objects, yet making them functional and practical for the target consumer. Another attention grabber is the use of slight shock value with reference towards drug use. I was a bit surprised when I realized what I was looking at, considering the young target audience. The silly imitation approach reminded me of Wacky Packages from my childhood which made sense, considering a vast majority of the skateboarding industries audience are silly and care-free teens and pre-teens. As for the drug references, I found them clever but considered how they may serve as a deterrent to conservative parents who may oversee their young skaters purchases. To date, I am not aware of any parental uproar concerning the risky concepts so I assume they remain on the shelves.

Wacky Packages from the 1970's

Speaking of parents, those who skateboard are convinced in their minds that they are still teenagers so they may fall into this juvenile marketing plan as well. Proof of this are the cast and thinking behind the T.V. show and movie, "Jackass", featuring 20-30 something year old skateboarders who's over the top antics and pranks demonstrate this silly and care-free attitude and how it can entertain and sell to a broad audience.

Among the notable or questionable ideas are Bakers ball bearings sets called "Tweakers" packaged like prescription pills in a yellow pop top container with pharmaceutical style label.

Ninja upped the ante with the drug reference in the form of a syringe to package ball bearings lubricant called Ultra Speed.

Ninja also packaged skate wax like a deodorant stick with a choice of scents. Other notables are skate hardware packed in small zip lock bags resembling nickel bags and skate wax molded and dyed to resemble dog poop.

The skateboarding industries packaging trend of imitating unrelated industries, combined with shock value, while maintaining product functionality and practicality, has proven to be successful in turning heads and selling product. JDA's application of this concept (sans shock value) when appropriate has also proven to be effective and successful for our clients.

--Jerome Calleja

Packaging: Frankly Fun

2009-01-12T13:53:00.000-08:00

Paul Frank is a simple but fun brand. You can tell that their designers have a good time with the unique products, characters and colors. When I was browsing the mall I went into their store and saw the branding with the monkey and friends on cool retro watches, sunglasses, etc., one would expect to see. But then I was drawn to these striped squares on the wall. They just looked like pieces of foam. And because they were so awkward and seemingly out of place, I moved in for a closer look.

At first, I thought it was some kind of seat pad but then saw the familiar sandal straps popping out the middle. As I examined closer, I finally saw the dieline of the flip flops. They were held in place by a simple belly band and had a diecut handle, out of the foam, for retail purposes. I thought it was a great packaging solution because the designers considered how their product was made and designed around that. They also gained graphic impact from having more surface area to apply branding. The only downside to this was if someone was looking for flip flops, they might have a more difficult time finding them. Flip flops are easy to spot because of their unique shape. Now that the shape is disguised, a consumer might have to ask a employee where they might find them. Overall, I would have to give this a thumbs up.

Web Advertising Takes Over

2009-01-12T11:27:00.000-08:00

I was getting my regular music fix from Pandora Internet Radio and realized a different look in there web page design. They had started to expand the presence of their advertising from banner ads on the side of the page to, in some cases, the whole website. Almost as if the site had been re-branded with the advertisers branding. The only constant was the lightly branded music player in the center.

But if you think about it, that's all a Pandora user needs. They can still get the same music and information they want but now Pandora can increase their advertising sales opportunities. Good call. Personally, I could care less how big an advertisement is as long as I can find what I want. The North Face, especially, has really taken liberties with their advertising where the music player is rising out of the mountain. That's actually the ad that really made me notice what they were trying to accomplish. How much farther can they go?

GOOD at Starbucks

2008-11-17T09:39:00.000-08:00

I was at a Starbucks recently and saw this display at the pick-up counter. The huge "GOOD" really caught my eye and I was intrigued by the well-designed display. "Get in on the conversation" and "Fresh topics each Thursday" were the second reads. Obivously this had something to do with getting involved with larger global/community issues. So I picked one up and decided to check it out.

As with all things that must pass over the Starbucks threshold, it was very nicely designed. An approximately 6" x 6" quarter-folded leaflet on newsprint--definitely on a budget, but stylishly so. Issue No. 1, even--made me feel like I'd discovered something.

The first spread, with an introduction about what this was about. A weekly leaflet designed to make you think about various topical issues. And most intriguing of all, "Pay whatever you want" for a year's subscription. When the leaflet is fully open, there is a large graphic that gives you a visual representation of the issue being discussed. I didn't scan in the full spread from this first issue, but I picked up another issue later; this one about the first 100 days in office of some of the most recent presidents:

This time also visited their website, at www.good.is:

Also very nicely branded, and seamlessly integrated with the look of the printed piece. Lots of interesting info. I think this is a very good example of a well-executed concept, from print to web, and I'll be following the further adventures of "GOOD."

-- Stephanie Han Windham

Designed Money Sells

2008-11-12T16:30:00.000-08:00

We all collect stuff, some fabulous and arty/special; some pop-culture/trendy, some pedantic/everyday American -- like coins.

Compared with currency and coins in other countries, American money has had limited popular interest, that is until the state quarter project was introduced in 1999, with Delaware.

The series inspired an unprecedented collecting craze that has brought more than $3.8 billion profit to the U.S. Mint and has made the state quarters the most successful coins in U.S. history.

We have had very few interesting pieces since the re-issuance of $2 bills and the coining of the Susan B. Anthony and Sacagawea dollars -- now we're looking forward finding to the 50th state quarter, Hawaii, in our change at the grocery store, toll booth or laundrymat.

I collect other stuff, and am not really a coin enthusiast, but I was drawn to the state quarters because of their diversity and because of the innovative, audience-participation design process.

As in the workflow at JDA, the U.S. Mint set up design criteria and development and review process. Each state established a committee to gather designs, evaluate them, put the favorites out for popular vote, and propose the chosen version to the U.S. Mint

In California, more than 8,000 concepts were submitted. The winning design was created by Garrett Burke (45), an honors graduate of Pratt Institute School of Art and Design in New York, who has been working in the Los Angeles entertainment industry since 1985.

Involvement in iconifying their state on a chunk of change and anticipating what other states will do became a popular activity for school kids, coin collectors and accidental appreciators. It is a good lesson in cooperation and getting down with bureaucracy in a good way. And if you go to the U.S. Mint's Web site, you can learn the story of each state's coin and find out who engraved it. That artist gets credit.

The final results are enduring representations of what each state is known for, or for acknowledging obscure but significant heroism or accomplishment. They impart the rich diversity of our country and its natural history, leaders and historic events.

The state quarter series concludes this year, with the final five coins representing Oklahoma, New Mexico, Arziona, Alaska and Hawaii, the last states to join the union.

You can go to a numismatic store and buy them all, or send money to one of several companies advertising in your Sunday newspaper, but it is more fun to watch your change and capture them "in the wild", then trade them with your kids, friends and co-workers. Join me in the search. --Elyse Barrett

Packaging: 10 Steps to a Better Process

2008-10-29T11:35:00.000-07:00

1. Prioritize. Prioritize. Prioritize. When three people are talking to you, you can’t hear them all. The same is true for design. Visual priority must be established from the very beginning of the design process. If every item is given primary importance, nothing becomes important. The visual priorities are what drive how all creative will be judged. The design firm should include as part of their creative brief, a hierarchy of 5 communication points for the front of the package. This includes 1) brand 2) product name 3) why-to-buy statement 4) feature points 5) product image.

2. Come together. Everyone has an opinion, so clear project objectives are vital to any job. Consensus regarding the creative brief must be obtained from the people expected to judge the package design from within your corporation. Without this consensus, the design process will fall apart. Without clearly stated, agreed-upon objectives, you are not able to provide constructive feedback. As soon as you start to tell your design firm to “move this here” or make this bigger” the design process has fallen apart. The creative brief is there to dictate and drive the creative direction. If everyone signs off on the creative brief at the start of the project, you will provide better input.

3. Go shopping. Pretend you are your customer, and go shopping at the beginning of the design process. Go to as many different retailers as possible, and take pictures of your product and the competitors’. Talk to the salespeople. Ask them what they know about the products. Notice whether they use the box as a sales tool or a crutch. Notice which products have maximum shelf impact inside and outside of your product category.

4. Remember your roots. How many times have you gotten lost without a map? Your creative brief should be your map to completing your design project. Review the creative brief before the initial presentation. This will keep the meeting focused. If possible, invite everyone that has input into the design to the first meeting. Have the design firm present their directions personally. If everyone isn’t present at the first meeting, use the creative brief to present the directions to your colleagues. Once a creative direction is signed-off on, focus groups can be very helpful to confirm that the original 5 communication points are receiving the right priority for the audience.

5. Less is more—when it comes to copy. It is a common myth among clients that they can write their own copy. If you are the person coordinating the project, don’t let product managers write their own copy. They tend to be too close to the project and too wordy to be effective. The packaging message should do the following: increase product recognition, stimulate impulse purchases, sway purchase decisions, and stand in for the salesperson. It needs to do this quickly and concisely. The why-to-buy statement is the most important element of copy on the package. It should be succinct, catchy, competitive, and compelling.

6. Maintain a solid consistency. When you walk through a store where a company’s package is consistent between products, notice that a billboard for the brand is created in the retail environment. Consistency on packaging is twofold. First, the brand and the message should be consistent with the corporate brand strategy. Second, if there are multiple products in a line, the packages should be consistent with each other. This will make the strongest shelf impact. If your design firm has developed a packaging guideline document, ask for a copy. You can also help ensure graphic elements are consistent between products regardless of package size or format differences.

7. Make a list. Check it twice. Do you use to-do lists? Grocery lists? Make a packaging content checklist for yourself and your design firm, and it will make both of you more successful in the long run. This list can also be used as a job start for future projects. Items to include are all of the tracking numbers (i.e.: UPC codes, internal numbers, product codes, etc.), legal, and stacking codes. Each genre of packaging has different requirements. For example, food packaging and pharmaceutical have very specific design issues. Regardless of the type of package you are designing, there are multiple production items that are critical to its ultimate success.

8. Work closely with your printer. Packaging manufacturers are very different from sheet fed printers. There are different substrates and file requirements. Once a creative direction has been approved, have your design firm talk directly to the printer, if possible. He or she may have suggestions upfront that could save you time and money. Another issue to consider is if the package is being printed overseas. Find out what type of files they can receive. Many overseas printers won’t take the latest software versions. Also, find out how they would like to receive the files. Posting files on an FTP site or sending print-ready PDFs can save time and errors.

9. Hot Potato should be left to the kids. After all of your hard work, don’t rush the file out the door. Build 24 hours into the end of process to allow adequate time to preflight the file. Remind the internal partners as the deadline approaches that you will need this time. If a file is being sent via PDF, your design firm should send mark-ups. Finally, if it is a 3-dimensional box, always request that your design firm build a comp to make sure the artwork is aligned correctly on the die line. Finally, check and recheck the UPC code. Imagine all of your hard work and having your product rung up as a pack of gum.

10. Your job is never done. In school, you were always told to check your work. Once your package is in the store, check it out. Take pictures, and make sure that it has the impact you desired. Share your success with your internal team so that they can see that the process worked. Gather feedback from retailers regarding the success of the packaging and share your findings with your design firm.

Target Does It Again

2008-09-11T13:59:00.000-07:00

Target's been famous for their highwire act of mixing the high and low for years, and a new catalog for fall seems to take it up yet another notch. They clearly seem to be emulating such higher-end retailers as Crate and Barrel and CB2, with its minimal and modern elegance. While drawing that comparison, they are bold with their own bullseye mark and "fabuless" tagline so you never forget whose catalog you're looking at.

The cover is eye-catching, and they follow through on every subsequent page of this catalog:

Wonderfully color-coordinated spreads with great photography and styling that makes these affordable items look aspirational. It's this kind of continual reinforcement and elevation of their brand that keeps Target relevant to discerning shoppers year after year.

The Politics of Fonts

2008-05-14T09:28:00.000-07:00

Could a candidate's font choice influence your vote? Maybe. This interesting article in the LA Times looks at the psychology of fonts and what each candidate is trying to say (or not) with their font choices. Click on the picture to view the article larger.

Patty Jensen & Steph Windham

Expressjet - Stylish!

2008-02-13T11:37:00.000-08:00

While driving down the 405 one evening, I saw a billboard that caught my interest:

The modern and punchy design was arresting and I got the point right away that this airline was all about nonstop, even without seeing the company logo on the lower left. I thought their url xjet.com made the company sound a lot cooler than their actual name, ExpressJet, which made me think of a courier or delivery company (i.e., FedEx, DHL, etc). Plus, it's super-easy to remember and prompted a visit:

The website ties in well to the billboard graphics and it's apparent that there is a good design team behind this effort--everything is well-executed and consistent. I found more signs/graphics that support this impression:

I just love the red-on-black look, accented by a sophisticated muted green color. It feels very fresh right now and I was really impressed with the whole package.

Steph Windham

Interesting Ad

2008-01-10T09:48:00.000-08:00

Whilst flipping through the Jan 08 issue of Wallpaper, I came across this ad:

No one can resist a little package--one must open it!

I recognized Lavazza as a coffee-related company--will this be a little packet of coffee?!

No--just a card, it looked to be at first.

Then you see that it folds out to reveal interesting images of "queens." I think they're all real women.

You flip it over to see that it's a yearly calendar on the other side. Well, it's not something I'd hold on to, but it was fun while it lasted. Maybe if they'd made it smell like coffee, that would've been extra-special.

Stephanie Han Windham
1/10/08

Cool Christmas Promo

2007-12-18T12:55:00.000-08:00

Got this in from Dana Maione, a photographer in Torrance, CA--A for effort!

Very nicely designed and color-coordinated. You know you're looking to wow when your packing material matches your stuff!

You open up the box to reveal a mini-portfolio of her photographs.

And then you see a little box in the box...

It says "yummy", and the "M" is punched out

When you open the card, you see it's from Dana Maione Photography, personally signed.

And the prize: chocolates! Personally printed with her logo and stuff--too cool.

Box For an $18 Eyelash Curler

2007-12-13T15:42:00.001-08:00

Been meaning to get a Shu Uemura eyelash curler for years, and finally my sister picked one up for me at Barney's New York. So this is what kind of packaging an $18 eyelash curler gets. Simple. Minimal. Classy. I like it. Wish I could say the curler changed my life, but it didn't really.

Steph Han Windham

Terminology never sleeps.

2007-11-06T09:21:00.000-08:00

As a day-to-day manager of design and print projects, being able to use the right vocabulary as I shuttle among customers, artists, vendors and production managers is key to our mutual success.

Like slang, the latest words make the design world go ‘round.

Not long ago, International Paper Company’s Pocket Pal was the reference tool used to confirm the differences between impositions and impressions; moiré and make-ready; tracking and trapping. I would jot new terms down in the back of the book -- words from the trade like easel-back and carton convenient, or words adapted among my vendors for communications purposes such as smidge, smoosh and the real definition of “ASAP”.

Today, the book is in its 19th edition, and I’m confirming the difference between GIF and TIFF (or is it TIF?); matchprint and match color; recycled and recyclable; cross-platform and cross-media; line-screen and stochastic.

With so much change coming to design, production and traffic, sources of new terminology are worth keeping as reference. For instance:
• A local staffing company, The Creative Group, has issued a QuarkXPress-to-InDesign glossary as a stand-up card to aid those working with both layout programs. We are starting to cross over here at JDA, so this is helpful.
• Paper manufacturer Sappi publishes The Standard, a spiral-bound guide to design for print that carries a glossary specific to that issue’s topic.
• Orange County-based printer, Main Graphics publishes a newsletter, Print Tips, and the one I kept was April’s “Modern Typography” edition containing a vocabulary of terms. They credited Webopedia, an online computer dictionary for computer and Internet terms for their definitions.
• I went to Webopedia, and while it is heavy going (mostly computer terms for programmers and code writers), it is an interesting wholesome, work-related online excursion.

In our offices, there is a little bit of local slang (and satire) going around; we’ve even done a “Bush-ism” or two, such as verbing of nouns.
• “PDF me, please.” means the job is OK to show the customer
• “OMG! Now!” means it’s a surprise rush.
• “Make the Logo BIGGER!” means there’s been a request to redesign the piece.
• “Excellent!”, “Awesome!”, and “Good Times!” mean the art directors and designers are primed to perform miracles.

Words are a fun, ever-evolving part of our lives, and very colorful here at JDA.

--Elyse Barrett

20 Outstanding L.A. Designers

2007-10-30T09:03:00.001-07:00

Back in school, one of my design professors urged that when we finished school to make sure we "give back" to the school in some way. This post isn't necessarily giving back to my alma mater per se, but is more about sharing valuable info with my peers in the design community.

In 1986, Archie Boston videotaped interviews with 20 L.A. designers, which are now finally available on DVD and better yet— YouTube. Designers like Saul Bass, April Greiman, Louis Danziger, and many other can be seen in all their old-school glory. The series of interviews shows that despite how long time has passed, their design philosophies are still relevant today. This time capsule of design history is helpful in influencing where design goes by reminding us where design has been.

Check out the videos here

Does this count as my 1%, Archie?

10/30/07
Joel Penos

White is the New Black

2007-10-25T14:39:00.000-07:00

Because of what I do for a living, I am hyper aware of different package designs. I am most intrigued if a package catches my eye when I'm not shopping to do research. This was the case the other day in the toothpaste section of the grocery store. There, in a sea of blue, green, and red boxes, sat a white box for Rembrandt toothpaste. It popped off of the shelf because of its simplicity. There were no bursts or "new and improved statements". Just a clean package that offered two different flavors. I can remember when Crest and Colgate were pretty much the only choices of toothpaste and Crest came in a white box and Colgate was in red. (These pictures don't illustrate my point as well as observing this in the store.)

I decided to pay more attention to other areas of the store and I didn't have to look far---the mouthwash area had two white bottles and they hit my eye as I scanned the shelves. It only makes sense--blue and green may represent the minty flavors these products offer, but what we really want is white teeth. Ingenious. (I think Crest had that idea a long time ago.)

I didn't have to leave the aisle for the next example. As I stood back from the shelf on the opposite side of the aisle, the white Kotex boxes made a diagonal stripe. Kotex made a big statement next to the predominately blue and pink boxes. (The red flower helped too.)

I saw several more examples, but the best one was in the oatmeal section of the cereal aisle. It had a simple design, a white box and a clear window to show off the product. I bought it because I liked the design. I ate it the next morning but it was too sweet. So I guess that getting a customer to take the product home is only half the battle. A great package design can only do so much if the customer doesn't want to buy the product again.

Plain Brown Package

2007-10-19T15:33:00.000-07:00

I have belonged to a wine club for quite some time. My wine always came in a plain brown box and inside was a beautiful, well constructed, green litho-labeled box. I always thought the box inside was nice but a waste because I would promptly throw it away. When I opened the box this month I was surprised. The inside of the plain brown box had a litho-label of a winery and a nice cover sheet. Below the cover sheet was vacuum-formed egg crate that protected the wine. I thought this was an ingenious way to save materials and still give the customer the feeling they were receiving a superior product.

Interesting things spotted over the weekend

2007-10-09T08:39:00.000-07:00

A Family Guy bus wrap, with each family member in a window--cute! I'm amazed the Simpsons didn't do this during their movie blitz; I really would've loved that. I'm not a big fan of Family Guy, but I love this bus wrap.

And the coolest wine bottle label ever spotted at Trader Joe's. I was going to a wine and cheese party and had to pick out some bottles. I don't know anything about wine, but I know interesting graphic design when I see it. And I learned that the wine's not too bad, from those who claim to know these things.

Steph Han Windham
10/9/07

Getty Images Mailer

2007-10-02T14:51:00.000-07:00

We get a lot of mailers from stock photo companies, and usually they're pretty interesting. I was arrested by the photo on the cover, with the creepily enlarged eyes--a rather deplorable trend, in my opinion, but it did get my attention. So you're supposed to pull the orange tab out, but the force required to pull it out makes it easily ripped, which is what happened here.

Some blah blah blah about their images

You open the pullouts to reveal more sort of related images.

My favorite's the bunny ears. I guess the mailer did its job in not getting thrown immediately into the trash, er, recycling bin, but these days I'm paying a lot more attention to stuff anyway because I'm on the lookout for blog-worthy materials.
10/01/07
Steph Han Windham