Alex W. White defines 7 elements of design in his book The Elements of Graphic Design. The author emphasizes that mastering these elements can help create eye-catching and noteworthy results regardless of what your ultimate communication objective is. One of these elements, intuitive to many, is color. Color (or absence of color) is part of …
Color: Don’t Underestimate the “Basic” Element of Design Read More
Our society has developed so that consumers are constantly bombarded with information. There is always a new product or service out there and new information to absorb. Consumers cannot pay attention to all of the stimuli they are presented, as such, marketers must rely on storytelling to create compelling narratives that connect with the consumers …
The Upsides of Storytelling in a Content Saturated Market Read More
In a world where data is king, data visualization has become increasingly important. Data visualization is a way of making something complex simple, telling a story and removing noise while highlighting useful information and facilitating the creation of new knowledge. According to Scott Berinato, there are four types of visualizations that “really work”. In order …
People use the term “personality” to describe the amalgamation of qualities and traits that make up the character of a person. Although we normally associate the term with a living being, the concept of personality can be used to describe brands as well. Although brands are not human, they are very much alive and undergo …
Design is key when designing a proper communication piece. Design allows us to properly connect with our audience and adequately convey our message. We may segment our audience, establish our target market appropriately, write a compelling message with the correct tone; however, if the design is badly executed it can undermine all aforementioned efforts. But …
The people in my life have an amazing capacity of influencing my purchase decisions. If my aunt mentions the “amazing new tea” she recently purchased, I would be much more inclined to try it compared to if I just saw the ad online. Similarly, if my best friend were to describe the terrible meal she …
If Your Friends Jump Off a Digital Bridge, Would You? Probably… Read More
So many brands that were once seen as unstoppable have now disappeared (Blockbuster, Kodak, Borders, to name a few). But what happened? Although individual details diverge, it is arguable that these brands failed to adapt to the changing environment and stopped connecting and providing value to their customers. Staying alive in the modern marketplace …
Successful Marketing: We must be all in this together. Read More
I have always been intrigued by viral content. Although the term “viral” may be ridden with negative connotations in times of COVID-19, when applied to social media and marketing it is something that we may all dream of achieving. Viral content is material that is rapidly spread online through various platforms. However, how to best …
Virality is not always the goal (not just in regard to COVID-19) Read More
As marketers, we often think about influencing the behavior of consumers and get them to do what we want. After all, the ultimate goal is to get them to engage in a certain behavior (buy this, yes? Click on this, pretty please?). The disproportionate focus on behavior makes us forget the driving forces behind consumer …
Consumer Behavior: Irrational? Perhaps. Measurable and Malleable? Most Definitely. Read More
