Look at it. Seriously, look. Drink it in. Let it's concept wash over you. Let the simplistic genius overtake you. We did; we talked about it for 30 minutes. We picked apart the concept and what made it work so well. We writhed in envy as to why we didn't think of it previously. We even tried to come up with our own wrapping paper ideas (to no avail).
Imagine seeing a stack of presents like this under your family's Christmas tree. You can't help but smile. It's beyond brilliant. One of the reasons that makes this work so well is that the concept is so far removed from Christmas (no one remotely automatically thinks "Christmas" when you see a cheeseburger). Think of the new Kia commercials that have giant Guinea Pigs or Hamsters driving around town. Those commercials stick in your head because the general thought is so absurd, your mind can't help but to remember it. The same idea works here with the cheeseburger wrapping paper.
Another reason why this works rather well is due to it's overly simplistic nature. Simplicity and minimalism is the name of the game in the design world today, and this is no different. Meat, cheese, lettuce, tomato, and two buns. Not too busy of a pattern for the eyes to take in. Instantly recognizable as to what it's supposed to be portraying. A common food item most people are familiar with (a sandwich might've worked, but not as well). In the famous words of Steve Jobs - "It just works."
The point here being that sometimes the phrase "Think Outside the Box" is just the start. You have to think yourself out of the box as a start, but it's not enough. Leave the room, walk out of the building, and drive far away from the box. Good ideas and great ideas are what separates the memorable from the hardly notable.
With the outbreak of yesterday's terribly tragedy that unfolded on the campus of Virginia Tech, it wasn't the regular news outlets that broke the story - it was the internet. The Twitter-verse was all ablaze, constantly firing off latest happenings, image updates from students and faculty on campus, and hoards of people weighing in with their thoughts and prayers. Facebook was buzzing with people's reactions and people sharing as much information as they could. It was really stunning to see such an event unfold. Mashable had a wonderful compendium of what the reactions were like across Twitter and other social networking sites.
I had to actually think really hard about what it was like before the advent of the internet and instantaneous information. You'd have to turn on the television and actually watch a news report. If the story was huge enough, you'd see that same anchors on for hours on end, just to keep you up-to-date. Or if you think back further, you'd crowd around a radio to hear the newscaster's reports on what was going on at that moment in time.
In these increasingly digital and social days, everyone is essentially a news reporter - to a certain extent. While most people weigh in with their opinions and simple observations, there are few who are actually reporting what's going on. Whether it's people who are within close-range of the event taking place, or someone who dug up a hidden document online and decided to share it, these people are getting the stories out to hundreds, perhaps thousands of people way faster than any news outlet can. The magic lies in the sheer size of the social networks. As everyone can probably imagine, words travels fast on the internet; it's like a wildfire. On several occasions I've meandered onto a traditional website (we'll call it "Yipee!") and looked at their news stories for the day. Majority of the time, half of the stories they have featured on the front page I've already heard or read about it; sometimes up to a day or two prior.
The point is, modern news outlets should embrace social media more-so than they already are to accompany people's expectations of faster and more concise results. I, for one, couldn't imagine picking up a newspaper to read yesterday's news when I'm already familiar with most of what they're featuring. Instant gratification is the name of the game, and that's where we're headed.
Well it seems the QR code phenomenon has died just as quickly as it rose to popularity this year. It seemed that everywhere you turned on the web over the course of 2011, you'd be hard pressed not to easily find an article or stat or random finding about the ever-ambiguous QR code. For a while there, those little buggers seemed to be all the rage. It looked as though they were poised to be the next big marketing thing. Even I imagined that they would be almost everywhere soon earlier this year. It appears as though I was wrong. The QR code has fallen in popularity so fast it's making my head spin.
This infographic I found via PSI's Twitter feed this morning solidified that even the most technologically savvy people on the planet, young people (18-25) really don't give a crap about QR codes. If you look at past trends and other various fads of the past, this group was the driving force behind them. So when a solid chunk of the young society thinks scanning a QR code is a waste of time, you'd better believe that it's going to die off sooner than you think.
It's a shame really, because I honestly thought that the QR code was going to explode onto the masses. it's a novel concept and lends itself well to various marketing campaigns, but that certain "magic" or "spark" just was not there to get the ball rolling. The QR scanner apps were also great in theory, just too bulky and just plain got in the way and took too much time to scan a so called "Quick-Response" barcode. I mean seriously, it takes about 15-20 seconds just to complete the task, which while it may not seem like a long time, it's just not quick enough. Unlock the phone. Navigate to the app. Launch said app. Wait for it load. Focus and steady camera. Snap picture. Wait for network to load content. That's an eternity. Shame.
Maybe someday they'll make a comeback. Apps could develop further to be faster. Or phone manufacturers would implement the technology inherently into the phone's camera system to automatically recognize a QR code. Or even maybe the youth will stand behind it and make it explode like marketing folks thought it would. Who knows? But most likely you'll never even remember what a QR code was by the end of next year. Augmented Reality has come a long way, but that still has a ways to go. The point is that technology is always moving ahead, ever-changing, and ever-evolving. You gotta crack a few eggs if you wanna make an omelet.
I must say, the social media department (me) here at Printed Specialties has sure been slacking lately. Only one post in the past two months?! Time to get it together.
Admittedly, Printed Specialties has been abuzz recently. We've seen an incredible amount of work come through the doors this past quarter. Giant jobs with multiple forms and quantities in the hundreds of thousands, new equipment rolling in, old equipment rolling out, and just good old-fashioned American hard work going on. With all this going on, everyone has had to help pick up the slack with the added workload, and with that our social media presence has suffered, and for that I apologize. But no more, I say!
This machine is amazing. Period.
Yes, we have two platesetters...for now.
In our prepress department, we have been acting like giddy children getting a shiny new toy, because frankly, we just got a shiny new toy - a new Kodak platesetting device. We are mighty stoked about it, and have been learning a lot. We've updated our workflows, maximized our available space, and have soaked up as much knowledge we could with this new machine to make it run it's best. It's greatest advantage? Speed. This thing easily pumps out twice as many plates per hour as we were with our previous device. Our platemaking guy is struggling to keep up with the thing! Definitely a great investment for PSI!
So for now we have two machines in there, but the old one will soon make it's departure because it needs to make room for our new digital press! We'll tackle all those details once that bad boy gets in there! Sure to be a great remainder of the year for us.
I promise you, 2 months will not go by again without hearing from us!
Yesterday's iPhone 4S reveal has seen a blow-back in terms of positive feedback in the internet world and blogosphere. Turns out coming out with a new phone packed to the gills with upgrades is a bad thing. Is this what kind of society we live in? Is this the legacy we want to leave for future generations? That once a year has passed, that new "thing" you spent hundreds of dollars on is old hat? Honestly, how spoiled does that sound?
Nowadays, people expect anticipate too much, invest all their eggs in one rumor basket, and expect these tech companies to cater to their every demand: "Faster! Smaller! Bigger! Cheaper!" Have we as a collective society become overly materialistic? I'm afraid to say that we have. It no longer matters that we're taking huge strides in technology and can bask in it for a while. No, new technology is more or less already irrelevant as soon as it's announced. Could you imagine is this state of mind existed during the moon landing? Once Buzz Aldrin's foot lifted off the moon's surface for the first time, we'd already be calling it old news, and wish they would've shot him to Jupiter instead.
What we should be taking away from yesterday's iNouncement is pure awe. Just because it doesn't look different does not make it something to casually pass over. This is Apple we're talking about; they rarely make stuff that falls short. Faster CPU & GPU. More storage. A far more superior camera. Heaps of new and innovative features with the new iOS5. And not to mention an enormously impressive voice controlled personal assistant called Siri. Yes, all this is packed into the same old casing as last year, but really who cares? Apple's not stupid, so stop acting as such.
Be well,
Image: Ian Kahn / FreeDigitalPhotos.net
EDIT (10/7): This post couldn't have been more ironically posted, seeing as how Steve Jobs passed away in the evening following the original post. His brilliance and utter genius will be genuinely missed throughout the entire technology industry, as well as here at Printed Specialties. May his legacy live on through his numerous contributions to the modern world and his general creative and 'magical' attitude. In his immortal words, "Stay hungry, stay foolish."
Last week I saw a commercial for the Kindle, which is now touting a hot and fresh reduced price tag of $99. Now I don't have anything against the Kindle; if I read more I myself would probably own one. I do however own an iPad, but I don't use it for reading. I also do not believe the Kindle is killing publishing. People still enjoy the tangible nature of a book or a magazine over digital flipping for the time being. My only beef with this commercial is the way in which they seemed to degrade the greatness of a common bookstore. Advert to follow...
While not an outright slam on bookstores, the suggestive nature of the brick and mortar warehouse of books being unimportant and eventually becoming irrelevant is what comes through to me.
Such a shame.
This past weekend I drove past a Border's bookstore in my hometown that had been there for the past 15+ years. This time, there was a huge "STORE CLOSING FOREVER" sign across the front of the building with several other "EVERYTHING MUST GO" signs strewn about. This was a gigantic store on the corner of a very busy intersection, and who knows what's going to replace it now. I remember hanging out at the bookstore in high school for no particular reason. Sitting around at the in-store coffee shop, relaxing in an over-stuffed chair reading various magazines and books. And now this store will be gone forever quite soon.
Is this generation pushing out the classic bound book? I certainly hope not, and don't necessarily think so. If you look at any IKEA advertisement or catalog spread of a living room or bedroom, there's always bookshelves abound that are positively filled to the brim with books (whether they are real or not is questionable.) I have always wanted a massive bookshelf stuffed with books, and not just for show or decorative flair or for using one inconspicuous book as a switch-lever for entrance to a secret room, but to actually read them and use them for reference! While I understand that places going out of business and liquidating assets is a common occurrence these days, it is still a shame to see a landmark of my youth disappear.
Ahh, a classic.
I hope the seemingly dying appeal of books, which single-handedly propelled human civilization from the caves to the 'burbs, will recoil and bounce back. Not simply because I myself am in the publishing and printing industry, but because books hold a special place in the formation of modern society, and seeing that vanish would be a terrible (however unlikely) sight. If Hollywood needs to do a reboot, they should do The Pagemaster (remember that one?!), to make books seems somewhat exciting again!
Now go sit in the corner and think about what you've done!
Fresh off of reading an interesting news article, slamming social media mega-site Mashable for posting a news story on the recent passing of British jazz-core musician Amy Winehouse, I have developed a defending position for the 'Mash. In the article, it claims Mashable posted the hot story on it's site simply to gain more clicks and traffic to their site. While this may or may not be the case, (either way I don't really care), the article brings up an interesting point - Mashable, and social media sites in general for that matter, should redefine who they are. Mashable touts itself as a social media news and technology blog. Last I checked social media is designed for and justly used for social engagement between friends, professionals and businesses alike to share and trade media, news, entertainment, etc. Let that digest for a bit. Feel it wash over you.
Social media in and of itself is made to spread ideas, likes and dislikes, news, and whatever else tickles your fancy. Slamming a social media site for posting news is just mind-blowing to me. Granted it may be out of their particular realm of normal postings, however them being a social site, I can see it's place. Mashable has posted several stories prior to this one that could be labeled as "not social media site worthy", but the 'Mash does tend to look at it from a social perspective. For example they posted a story about the recent Oslo bombing, but focused more on how the story unfolded on the social front - namely Twitter and YouTube. Earlier today, Mashable made another post about Ms. Winehouse, but this time how the Microsoft made a distasteful tweet, and how other sites are feeding off her death to increase sales and traffic - more on that in a second.
RIP to an artist gone too soon.
Truth be told, I found out about Amy Winehouse's untimely demise via a post from Mashable founder Pete Cashmore on Google+. Granted I probably would've found out a few minutes later on one of my other social accounts, or the old school way on the television, or even (GASP!) through a phone call with a friend who heard about it. Point being, I got the news first through a non traditional news source. But let's think about how the news is getting spread around these days - through social media! Tides are shifting towards a new era of news discovery.
How Not to Tweet: 101
Back to how other sites are "taking advantage" of celebrity deaths to turn a profit. Is it so wrong for Apple to post on the iTunes front page "Remembering Amy Winehouse" with a link to her life's work? I think it's a wonderful homage, and seeing that iTunes sells music why not? Sales have spiked for other famous musicians who've passed away, and it did not bother me one bit. Think of how much Michael Jackson's discography jumped off the shelves when he passed away 2 years ago. The same can be said for Amazon and Microsoft's music sites, I don't think it makes them careless or crass to do what they've done. There IS however a wrong way to post about tragic news on your social media sites - just ask Kenneth Cole and their now infamous "Egypt" tweet. What Kenneth Cole's social team did and what Mashable, iTunes, and other have done are two completely different situations. The former was indeed in bad taste, while the latter was simply not.
So to reiterate, social media is an outlet and should not have to be sectored and filtered off to news-only avenues. Take this blog you're reading for example. Printed Specialties is a packaging printer, but I'm still writing about this, because it's a social media outlet. Social media is what I do, and seeing as how this pertains to my job title, I see it as appropriate. People are going to get their news wherever they frequent, and that's a tough pill for news channels to swallow. It's a new day and generation - and her name is Social.
Previous design. No call to action or easily
accessible information.
It's a tale as old as time itself: evolution. Things change, tastes adapt, designs tweak, images shift. Such was the case for one of our great customers, BlueWater Ropes. Months ago, they came to Printed Specialties seeking help. They desperately needed to update their product packaging. Their previous design (pictured right) offered no immediate information to the customer and they were looking to revamp their product lines.
Luckily, Printed Specialties' Innovative Design Center stepped up and took this local business under their wing. Deconstructing the entire essence of the original packaging and what the company itself stood for, PSI worked closely with the company to figure out just what they were wanting. After multiple revisions and trial and error, the two arrived at a creative compromise.
The same general idea stayed within the new design, and did not stray too far from what they wanted to accomplish. With the new packaging, the customer can easily see the weight and type of rope they may be searching for, while still have a nice eye-pleasing style.
New design. Clean and concise makes everything nice.
Another look at previous designs.
Different angle for the newest design.
All in all this was a successful venture for Printed Specialties' new Innovative Design Center, and a great experience for our customer BlueWater Ropes. While not a standard box that PSI is used to producing, this proved to be a welcoming challenge. Ultimately, BlueWater Ropes couldn't have been more satisfied with the work that was done, and it was fulfilled just before their big trade show in Salt Lake City.
So if you or someone you know is looking for a package printer who does more than a standard 4-corner box, look no further than Printed Specialties Inc.
Being someone who is selectively OCD (I like straight lines and symmetry when I place my groceries on the conveyor, but my closet is a force to be reckoned with) and a person who just loves great design and typography, I have a bone to pick with certain advertisers and designers when it comes to their recent design choices.
For one, I am a nitpicker for items and text to be centered. Take this new Volkswagen commercial for example.
While inherently hilarious, I mean honestly how can you not laugh at the kid's determined face, the ending is what bothers me to no end (roughly the last 2-3 seconds). My hands clench and I wince in slight discomfort looking at the somewhat off-center "That's Das Auto" tagline. And once the word "That's" disappears, we're left with just "Das Auto" that still looks a little wonky. I have to look away each time the commercial nears it's end to save from screaming in uneasiness.
Now I can forgive certain designs that are meant to be off-the-cuff and cutting edge, but when I think of Volkswagen I think of sleek, sophisticated German engineering.While that off-center tagline might have been on purpose, it still felt out of place to me.
The other day I passed a good old fashioned billboard that rattled my practical designer's nerves. This was a combination of unnecessary usage of extra billboard material (add ons) and just poor planning and design layout, in my opinion. While I could not get a shot of said offending billboard seeing as how I was zipping down the interstate at 70 MPH, I decided to make a mock-up.
Instead of the traditional rectangle shape, you will see that there is an added "hump" on the top left. Surely they did this on purpose; but for what reason? I see no added value to the advertisement, nor does it add anything exciting to look at for the advertisee. Now, before I slammed them too much for wasting time and money, I figured the other side of the billboard used that hump in a more resourceful way, and the advert above was simply piggy-backing on just using the extra space. I slowed down once I passed the sign and used my mirrors to look behind me to see. But alas, it was not true, and the advertisers really did add an extra hump for no good reason. Shame.
There is a lot of bad design out there, especially when it comes to advertisements. Let's try and shape it up people. Or risk being ridiculed by a bevy of your peers (i.e. Me).
Bob Dylan said it best: "The times they are a-changin'." That no doubt is the simple truth these days. America, and for that matter the world, is embarking on a dramatic cultural shift. Take a look around you. Listen to the sounds you're hearing. Really taste the foods you are ingesting. Who's behind it? None other than Generation Y - the millennials, generation next, the echo boomers. But what does this shift say about the generation who is seemingly taking over? Are we a batch of misfits with short attention who are saturating the media channels with our randomness? Or are these difficult times spawning change for simplicity's sake and in turn rallys the people to come together? I say yes to both.
With looks like these, you'll buy anything from them.
Isaiah Mustafa, AKA "The Old Spice Guy." Everybody knows these commercials, and for the most part loves them. Following the Old Spice success, Dairy Queen and more recently Edge Shave Gel (which incidentally uses the same actor, with the latter sans-moustache) use the same type of odd-ball, unique humor. The main speaker's debonair stance and soothing baritone in both commercials put the viewer at ease, readying them for the comical bombardment that's headed their way. These adverts without a doubt get a room full of chuckles, but I wouldn't they also get a few scratching heads. This type of humor is pandering more towards the younger crowd. Those perhaps raised on Ritalin, and who are currently living in the "Give It To Me Now" society, but more on that in a bit.
The newest Starbucks Frappaccino commercials follow the same sort of quick, 2-second visual burst formulas as the aforementioned videos, but without an anchored spokesperson. This time around, the focus is more on close-up macro shots and brightly portraiture styled actors sprinkled with simple and modern graphics. The same can be said for the York Peppermint Patty commercials. Macro short-burst video has been popular for a while now, and I attribute a lot to Showtime's Dexter, which came out the stunning and award-winning opening title sequence back in 2006. Be sure to watch in 720p if possible.
The television and cinema comedy world has also taken a turn. To this I attribute Steve Carrell as the leading forerunner. His movie "The 40-year Old Virgin" ushered in a new twist on comedy, making it more accessible. As opposed to simpleton farce and Stooges-era slapstick, this brand of comedy is more of the situational type, albeit sometimes a little extreme, but nonetheless. Also his show "The Office" beckons a more loosely based reality show, but heavy on the jokes and one-liners. Audiences perhaps tired of laugh-tracks and easy to follow plot lines, and upgraded to improvisational less predictable shows. "Parks and Recreation" also follows the same sort of style as "The Office" and both are tremendous hits.
Au naturale baby!
Now shifting to a more tangible area. The food world is also seeing a movement. While it might not be directed to a younger generation, the holistic and all natural organic food scene is designed more or less to make you "younger" (read: not old and crusty and unhealthy). It seems everyone is jumping on the natural train from big restaurants to fast food chains offering "healthier" food items. Farmer's markets are popping up everywhere, and supporting the local farmer has never been more popular. Over-processed and quick & easy foods are out the window. These days people want to know what's going in their food, and actually know what it is; no more guessing what dehydrated oxyriboflavinoid color #17 really is and how it's affecting your health. The simpler, and tastier, the better.
Like it or not, it's hard to ignore these changes. A new era is upon us. The younger generation is making their way into the corporate offices slowly but surely and they are making changes. Call it weird or different, or even a fad, but these new tendencies are just the tip of the iceberg. America is on a new track, and it's for the better. Simplicity and humor make for a lighter atmosphere and can lift spirits. Embrace the changes surrounding you, and take it all in, because we know it's going to change again sooner or later, but hopefully building on the foundation of new-found clarity of consciousness and the vividness of dreaming bigger for a brighter future.
Our Quality & Continuous Improvement Manager, Barbara Wester, recently undertook a new project within the Printed Specialties walls. Her main goals with the company is exactly stated in her title: to monitor the overall quality of how this business is ran, and to continually improve the structure and methods for optimal performance. About a month ago she set out to take every employee's picture at their workstation, print them out, have them laminated, then post those pictures back at the employee's station. The idea behind this project is simple, and makes perfect sense for any business with several shifts and has a manufacturing-type environment.
Sample shot of employee photos on equipment.
First, it is designed to boost employee and overall company morale. Something about seeing people's faces around the shop even when they're not physically there adds a sense of personality as well as a human touch to the atmosphere and machinery. It also helps with name recognition and association to newer employees, people in a different department, or maybe even visitors, but more on that in a second.
Secondly, it increases the understanding of each employee's personal responsibility. Their face is on that piece of equipment over the duration of their shift. They know that is their area, but now with the pictures in place, so does everyone else. Reliability and duties are justly assigned. And no one wants their work area to look bad, right? By placing direct responsibility on the employees, the entire shop area will be more clean and kept up, leading to a more sustainable and efficient work environment.
Our own superhero pressman, Dean Couch.
Lastly, these pictures do not only benefit us internally as a company, they are also there for our customers. When customers or potential clients come into our plant for a press check or to take a tour, they'll easily be able to see that we take pride in what we do. "Those are our machines; they are our responsibility; and this is our best work." Putting the customer's mind at ease, allowing them to trust us to do their job at the utmost highest quality is one of our main goals.
While some may scoff and wonder why or how this could even benefit such a small company such as Printed Specialties Inc., I leave them with this thought: Small changes gives way to larger changes.
Have any thoughts or suggestions on how to better a business' morale or continuous improvement ideas? Feel free to sound off in the comments section.
During a discussion yesterday with the CAD department guy here at PSI, we were discussing a study regarding consumer eye tracking in a grocery environment. We were debating what exactly draws a consumer's eye in the first place. While the study shows the raw data of where the eye moves and how long it stares at a particular section, it does not capture how the consumer feels about the products they're looking at. Sure the bright and shiny packaging with blinking lights may draw their attention first, but only because as humans, we like - nay - LOVE shiny sparkly things. They may actually in fact have a strong dislike for that product upon further inspection, but their focus was indeed on that package for a while.
Merely an example, but nonetheless cool looking.
The image to the right shows the gazing pattern of a tested consumer. The darker the color (red) demonstrates a longer stare, while the lighter green shows a quicker gaze or a glance. The purpose of this study is to get an overall idea as to where the consumer's eye travels when walking down the aisle. Do they mainly look at the bottom, where the cheaper items usually reside? Do they stay more eye-level, where the premium name-brand products are stationed? Or are they merely looking at the price tags and shopping for the cheapest option? Obviously everyone is different, and every shopper is in the market for one reason or another. So it's obvious that wherever the majority are looking, that's where you'd want your product to be situated.
Pure packaging genius.
But that's not what we were discussing. We were talking about the individual. Charles (our CAD guy) says it's his understanding that a window in a box is what will ultimately drive him to at least pick up and look at a package. And granted, when done right, a window is probably the smartest thing you can do for your product. It gives the consumer a look inside, like you're giving them a sneak peak. For food packaging, you're letting them see what it actually looks like, as opposed to the glamour shot which probably isn't really edible on the front of the box. If it's any other type of product, one that doesn't need secondary packaging like a plastic bag, you're giving the consumer the added sensation of touch. People are tactile creatures, and thrive on touch, making this an added benefit.
The simpler the better.
Now to me, being a creative and design enthusiast, I am typically more drawn to simplicity and elegance with superb typography. This seems to be a cultural shift in modern society. People like simple. People are yearning for simpler times, so they are drawn to a design that may remind them of yester-year or their youth. Maybe people are tired of having advertising shoved down their throats and are just wanting to be left alone. Soft muted colors, no more bright in your face screaming cartoons. A lot of the big names are following suit - the "throwback" designs of cereal boxes and soda packaging are just a couple examples.
So what draws you to a certain package in the store? Are you the typical A.D.D. American who goes for the flash and glitz? Are you the refined and humble local and organic shopper? Do you lust after whatever is on sale that week? Regardless of what you're after, everyone has their own method to their madness.
The video below has little to do with this article, I just like it. However it is placed in a grocery store, so it has some relevance...
This was indeed the week for conferences. Earlier this week, I attended the Digital Summit, a conference aimed to social media marketers and digital strategists. Yesterday, my supervisor and I went to the Coca-Cola Company World Headquarters in downtown Atlanta to take part in the Summit on the Future of Packaging, otherwise known as "NextPack." Presented by the Institute of Packaging Professionals (Southeastern Chapter), the 5 1/2 hours event consisted of exhibits, a few professional speakers, and a student design competition.
The above video demonstrates what Coke did to celebrate it's 125th anniversary. I wish the conference was in the evening, just so we could see this in action. But I digress...
We first went to the exhibition to check out 20 different companies who were showing off their latest technologies in packaging. There were a few big boys we recognized, and a few we never heard of. Most were local (or at least had a local Atlanta branch), but there were a few that were out of state. There were some interesting things we saw and met some great folks. We used this as an opportunity to network and to get our name out there.
Peter Clarke
If only it were this easy
Following the exhibits we went down to the main lecture room to hear the keynote speaker, Peter Clarke. His main topic of discussion was innovation, and how it pertains to packaging. To sum it up, packaging and packaging professionals need to change. Historically, packaging has been thought of as an expense, and not as an investment. Companies have too much of a focus on short term goals, and not on the big picture (cliche, yes, but true). In order to "package for success" there needs to be definitive and dedicated teams, and strong support from upper management.
The bulk of his presentation went to his thoughts of what today's packaging themes are, which I'll flesh out here briefly:
Simplicity - less is more, purity of design, memorable and simple
Transparency - honesty and candidness, product visibility
Authenticity - genuineness, local food movement, handmade and homemade
Wellness - physical well being, natural, light and white
Sustainability - light-weighting, distribution efficiency
Control - ease of use, convenience, universal design
Affordability - right size, don't compromise experience
Responsibility - cause marketing, buying into meaning
His overall message was to invest in the smart change. You stay static, you die, more or less. His presentation was great and kept me captivated. It was a joy listening to Peter speak.
Student Design Competition
A little this, a little that, and viola!
Following Mr. Clarke was the Student Design Competition. A few months back, a group of packaging students from different schools were given to task to re-design the packaging of one of the following items: lightbulbs, milk, beer or honey. There were 3 teams in the final round who presented their projects during the summit. These kids were doing amazing things, and here's the kicker - they had 48 hours to do it. The winner was a group who redesigned the traditional milk carton. With superb design, lasting sustainability, a wonderful presentation, and a funny video to boot, these kids easily deserved to win. It was a pleasure to see the up-and-comers doing greatly innovative stuff.
Pat Reynolds
After the crowning of the student competition winners, there followed Pat Reynolds with his presentation on What's Coming Down the Packaging Pike? To be blatantly honest, I felt his presentation, while thorough and well thought out, didn't quite pertain to me and my packaging interests as much as Peter Clarke's did. Mainly talking about robotics and automation, and speaking in more of technical and back-line terms, he did not captivate me much. Not many notes were taken.
Christine Mau
So many guitars. So awesome.
Rounding out the NextPack summit was Christine Mau, talking about Unlikely Inspiration. Her presentation was also a delight to watch. The main idea was to end the "sea of sameness". I felt her presentation was along the same lines as Peter Clarke's in it's message. Now, I did not take down many notes during her presentation either, but that was because I was quite enthralled and paid a lot of attention to her speak. She even ended with a great video of Jimmy Page, Jack White, and The Edge jamming to express the importance of collaboration and building a strong team. It was awesome!
All in all I really enjoyed attending the NextPack conference, and I highly look forward to going back next year. I wish there were more exhibitors and that the conference lasted a little longer, but overall I had a great time and a met some equally great people.
Day 2 After I left the first day of the Digital Summit 2011, I was feeling uber-inspired and ready for more! I promptly arrived around 7:30am for a free breakfast and a chance to further network and market myself. I could tell early on that while this day would be a long day filled with lectures and grand amount of information, I was mentally and physically prepared. Notebook and iPad in hand, I walked into the first series of the day, Search Marketing.
Search Marketing
This first great panel discussed the current state of search marketing, how to best embrace universal search, and how the time for mobile is now. They were awesome speakers and gave a wealth of information that I am anxious to put to good use. A main theme I noted was they each mention the importance of making a mobile site, and how it needs to be ultimately searchable. The popularity of mobile computing is staggering, and the percentage of mobile clicks has increased 230% in the past year! Another interesting tidbit I got was that 3 times more smartphones are being activated every minute than babies being born. Unreal.
Advanced SEO Now, while I'm no professional SEO strategist, or even fully comprehend all that goes into website SEO, I decided to go to this seminar pretty much just for kicks and to learn more about an unfamiliar subject. basically what I got from it is how much of a science SEO really is, and how underinvested it is. Again the mobile issue came up, and how more people prefer using mobile sites than apps (which is weird IMO). Most of this information was way over my head, I'll admit, however it did open my eyes to other things I should probably start looking into to better manage PSI's site.
Social Media Trends
Next, I journeyed over to Social Media Trends, a topic I was looking forward to hearing about. One main thing I got from these speakers was how social budget spending is on the rise, which is good! It is expected to triple in spending over the next 5 years, also good! Mobile popped up again, stating that a lot of the "deal" sites are driving commerce. As mentioned in day 1, "like" buttons are becoming the new links; 10,000 websites are adding the "like" functionality to their sites daily.
After this session came lunch, with the keynote lunch panel discussing the Future of Media. From what I gathered, each person had a differing opinion on where media was headed, and it got a bit intense and admittedly uncomfortable. Enriching experience nonetheless.
Usability & Design
Test. Test. And test once more.
The second to last session I attended was something more up my alley. What I got from these speakers was simplicity is key. Design for needs, not for more features. Cleaner is better. The proverbial "less is more" rings true. The usability discussion was nice to hear, because it opened my mind up to new ideas to better our website. Usability testing is watching people interact with your website so you can make it easier to use was the main message, and I can't wait to implement it!
Leveraging Social Media
There is no spoon...or milk; are poptarts ok?
The last and final session of Digital Summit 2011 was how to best leverage social media. This was a great panel and a fine way to end the whole conference. What I got from them was how important customer intimacy is; you're building relationships, people, not a mere contacts list. Short term traffic gains are fools' gold, it's all about the marathon, not the sprint. Also a great reference was how the customer is the Oracle (The Matrix), and they have the answers. Creating a personal experience is also a key factor.
On the Whole...
This was a WONDERFUL conference and I suggest any social media marketer or digital strategist to attend next year. I have a notebook and iPad filled to the brim with notes and contacts. The past 2 days Printed Specialties' Twitter page has even added roughly 30 followers! I got a lot out of this conference and I greatly look forward to going again next year!
Upon returning from the Digital Summit '11 at the Cobb Galleria, my head was still brimming with heaps of information. Presented by the folks over at Tech Media, the day and half event in and of itself was bursting with facts & figures, leaving it for us (the attendees) to soak up like a sponge. Seeing as how this was a long event with lots of speakers and data, I will be splitting this into two parts.
Day 1
Gotta love free stuff.
Aside from getting a little lost (even though the event was 5 minutes from my house), finding the gig was fairly simple. After a quick check-in, I was given some instant schwag: name tag with lanyard, a wire-bound booklet with all the relevant info, a really nice notebook made from 100% recycled paper and cardboard, and a copy of Gary Vaynerchuk's new book "The Thank You Economy" (not pictured). One complaint I kept reading across Twitter using the designated Digital Summit hashtag of #DSum11, was that our name tags should've included our Twitter handles, which would've been nice. Or perhaps a QR code on the back that brought the scan-ee to our Twitter page even? Maybe next year...
Social Media Marketing
Anyway, the first session I attended was Social Media Marketing. This was a great general overview of social media (SM) and was a great way to start the conference. I really enjoyed taking in all the info from each presenter. The main ideas I took away from this section were lasting ones: •Fish where the fish are, •change how you market and how your brand (or company) is thought of & •'likes' are the new links. SM is an ever-changing medium, so as long as we know where our audience is, we can mold ourselves to meet their needs easier to ultimately drive more traffic to our sites and make more sales.
Analytics & Measurement
The second session I went to immediately following the first was Analytics & Measurement. This one delved a little deeper than SM Marketing, but it was still interesting to hear nonetheless. What I got from these presenters is how difficult it is to sift through all the data to get to the meat of what you want to find out if what you're doing socially is working. There are many different means of getting various analytics of your sites, but it's the filtering that's the challenge. And once you do eventually boil down the info, how can you determine the over ROI? All you can give them (corporate level) is the cold hard facts. An interesting phrase I took from the last presenter was that social marketing is a business tool, not a marketing channel.
Keynote Presentation w/ Gary Vaynerchuk
This was easily the highlight of the evening. If you or anyone near you right now has not hear of Gary Vaynerchuk, Google him this second. The proclaimed "King of Social Media" was the right person to kick off the opening night. Filled with energy, candor, and a little adult language this man captivated the audience in the first 5-10 seconds (or at the very least, me).
He started by giving his life story and how he leveraged SM to launch his wine business to cosmic proportions. This guy gets it, without a doubt. Once this presentation is available, all social marketers must watch because he will floor you with his methodology and thoughts.
Gary definitely set the night on fire and concluded a great first day of the Digital Summit 2011.
What followed that rousing speech was 2 hours filled with networking, talking business, and lots and lots of bottles and cans (which we won't discuss details here.)
Stayed tuned for the second day of Digital Summit coming soon!
Apple recently upheaved the mega web-giant Google in being named the world's Most Valuable Brand. Obviously there is something more to this $153 billion company that meets the eye, but what is it about Apple that is so dang fascinating?
He won't stop iBelievin'
Mr. Jobs and Co.
Take their fearless leader - Mr. Steve Jobs. Despite having deteriorating health over the last several years, he's managed to steer this company in the right direction even when he can't physically be there. Just watch a video of one of Apple's product releases, and listen to the crowd. It's like being at a rock show and Steve Jobs has turned into Steve Perry. Apple fanboys no doubt put Mr. Jobs on a high pedestal, and with good reason. Apple has skyrocketed their way from college teen's backpacks with the original iPod, to making their way into corporate offices with the iPad.
A great box and design only fitting
for a great product.
Package and Style
Now we'll take a look at them from a packaging/marketing standpoint (I'll be referencing an iMac box). Their boxes alone are walking advertisements. The front could easily be seen in any number of magazines. But what makes it sexy? Simplicity is the name of the game here. The product shots are phenomenal to say the least. Sharp and focused, color balanced and well printed. Even the font choice is a superb; a crisp and clean sans-serif. The physical layout of the designs are very modern and fit the identity that is undoubtedly Apple. A stark white background with a single product in the forefront. The product name is large and is pleasing to the eye. Overall, a brilliant box to look at.
Beauty. Wonder. iMazing.
The same style then translates over to their physical brick-and-mortar stores. It's like Chuck E. Cheese for grown ups (at least for me). I literally feel slightly overwhelmed every time I set foot in one of these stores. The way they set up the various products is to allow greater flow of traffic, and for good cause - there is always a ton of people there. I recall practically having to wait in line to just play with a new iPad 2 several weeks after it's initial launch date. Also the staff is quite fitting with the tone that is Apple - cutting edge and full of energy. While some may view them as snarky hipsters, I find them to be quite helpful and knowledgeable (granted I am part of their generation, so it sort of works for me).
The computer/phone/music/technology extraordinare definitely knows what they are doing. I just love that everything is streamlined from the stores, to the website, to their presentations. Black and whites. High contrast. High resolution photographs. Sharp and modern design work. More companies, technology based and beyond should try to emulate and follow suit. Apple's business plan works for them, and it shows in everything they do.
Most things I read, see or hear about lately seems to all be stemming from the same rooted idea: modern computing and technology is moving to "the cloud." From Windows 7's clever "To The Cloud" catchphrase commercials (one of them features April O'Neil!!), to Amazon's newest cloud service, Amazon Cloud Drive, it seems that the rooted idea is starting to germinate.
Now, I like the idea of being able to access ALL of my information, data, music and videos from anywhere I want to. Having a solid 16GB in your pocket is nice, but for audiophiles like me, that's hardly a quarter of my music collection, not to mention having to save room for apps! It would make storage a non-issue. It would make have a smartphone, in a sense smarter. Also having the ability to bring up all the documents you've collected over the years, from resumes to tax information, is great.
Yeah, something like that.
However, this is where I kick the train off the tracks. I simply don't believe the world is ready for cloud-computing. Today's internet is not fast enough to handle that kind of traffic, especially mobile-wise. We are at the whim of the cell towers and satellites. Yes, with the promise of true 4G coming, upload and download speeds will increase heftily, but how long will it take for that to roll out and get fully implemented? Years? Most likely.
Putting you on lock-down.
And let's briefly touch on security issues (because it's a hot one!). In a society where safety and privacy is at the top of most people's list, this seems to be a pretty important subject. How safe will every one's information really be? Can we trust our sensitive information, family pictures and videos to be out on remote servers? I have a feeling most folks won't go for it like most of these companies are pressing for. At least not to the extreme extent as having your whole life in the cloud. Movies and music - most likely. Photos - perhaps. Personal data and information - probably not. They can boast the words "Safe & Secure" all they want, I'm not buying it. Have you ever heard of hackers???
But I won't knock 'em for trying. It's a novel concept, just not quite ready for the masses. Society is living life on their phones and tablets and laptops in huge fashion already. It's a matter of time before we're all cut free from wires and limited storage....mmm, Utopia.
These things are literally everywhere. Seriously. You'd be hard-pressed to not be able to find one out in the real world. But to people not into the technology realm, who read techno blogs everyday and stay on the cusp of developing reality, QR codes are still unfamiliar territory.
Housed in a nifty-looking square, a QR code is basically a glorified barcode. Inside said barcode, there holds lots of information. When scanned via a mobile device's camera, the information which lies in the code will react in one of several ways. They can open the device's internet browser, directing the user to specific web page that the company wants them to see. Or it could direct them to an embedded YouTube video. It could also provide a custom message to be displayed on the user's screen. Maybe even place a phone call. There's a wealth of variations of what the QR code can do.
But most folks still aren't clear on what the code's main purpose or goal is. Sure they see the sign near the 2-D barcode that says "Scan here for more information!", but they're ultimately not sure what the incentive or end game is. When people are confused in the first 3 seconds, they push it aside and move onto something else. The bad part is, these codes can be quite powerful and useful - if used correctly.
In a world where majority of it's citizens are carrying a smart phone in their pocket, the reach to potential customers is great. The idea of über-customization and personalization runs rampant with QR codes. Being able to point a potential customer in a specified direction and forcing them to stare at what you want them to is the whole point.
Currently, Printed Specialties is in the process of making our own coating booklet all in house. This is designed as a promotional piece to show how well our presses and finishing equipment can handle different coating to give different printed parts a different feel. In the marketing department, we got the idea to have a QR code put into our logo (similar to the one above) that would bring the user to our YouTube page which would automatically load a video of how the booklet was printed and came together. In this way, we get the user to watch a neat video of the process, and then they're given links to our other social sites.
It will no doubt be interesting to see where the QR code world will head in the future. With the technology inside smart phones accelerating a rapid pace and network speeds (such as 4G) ramping up, people will be able to access all sorts of materials and data QR codes can throw at them. This is bound to be a fun ride to watch pan out.
