Sweet cookies from IKEA

IKEA's cookbook 2010 "Homemade is best"

IKEA is doing it again and this time by baking up some real sweet treats. Whether you’re a fan of minimalism or not, check out the article and video. From my point of view, this is a good example of added value in marketing by simply introducing new perspectives to your customer. In other words, if you sell a map try to introduce a couple of visionary destinations to the traveler, and if done correctly you might be asked to provide more tools.

The article praise the creation and innovation of the new campaign but does not address how this in practical terms will impact the IKEA customer. What is the effects?  If you as an IKEA customer have received this gift (which is a positive thing in the first place) and you really enjoy the cookbook and you start using it, it is repeated exposure to the IKEA brand over a long period of time. Every time you use it it will work as a reminder to where you should go next time when you need something new for your kitchen!

Is your favorite color determined by experience ?

A favorite subject of mine! It is widely known that colors can have different meaning from culture to culture and the influence this have on our choices of colors in design, marketing materials and product development all over the world.

Through studies and research scientist have even found that our perception of colors can be linked to physical factors. For example: Do you know there is no other color the human eye can distinguish more hues and nuances of than green ? Scientist believe this is a direct result of our evolution as humans. Linked back to a time where the ability to distinguish different green nuances in the nature was a matter of survival.

But there is of course a clear and overwhelming amount of psychological aspects and reasons to our  perception of colors. This article adds some interesting perspectives:

Color preferences determined by experiences ?

Imperfect is the new perfect in packaging trends

This is an article I read earlier this autumn and I have kept it because I think it has relevance not only to the use of packaging materials but to graphic design in general. If it is pointing towards a trend it means we will see less picture perfect packaging and images/messages related to marketing.

"'By using naturally made - or naturally looking materials, you separate yourself from the pack. More importantly, consumers connect to the imperfect. It reminds us we're human."

In regards to graphic design  we have seen for a long time, let's say the last 10 years, a polished look on everything from websites to packaging. Some of it of course generated by new software programs and expanding possibilities in regards to digital design. From my point of view it has sometimes looked like a massive migration down the alley of web 2.0 style; the clean  polished corporate look and  I think many have adapted to it simply because it has been a trend and everybody else is wearing it. I miss more integrity and diversity in the way companies and individuals think about how to visualize their branding. But let that be said: for huge market areas and many companies this is definitely the design galaxy to be in because the clean corporate style visualizes in a strong and positive way their corporate being. But it doesn't mean it is right for everyone and that every logo for every business should look like a website gadget. If this article is onto something this might be changing: