You all saw the adverts, heard the controversy, probably talked about it at a barbecue with a few mates and might have even tried one just for fun. The Hungry Jacks stacker burger sure had people talking – health nuts all over Australia literally went nuts – it was promoting a heart attack in a packet, with fries and coke on the side. There’s the old adage: ‘any publicity is good publicity’, which I don’t believe in at all, however in this case, Hungry Jacks sure hit a winner. Why?
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Nothing can ruin a headline or a logo design more than bad kearning, well okay maybe a spelling mistake. But this fundamental element of design is often neglected by the designer and unseen by the client, so read on and see if you can spot the glaring mistake in the following example.
In times of economic uncertainty, such as those which we are currently experiencing, it is vital for businesses to understand the role and function of marketing. While it is perhaps a natural reaction to tighten the marketing purse strings when times are tough, this approach will only serve to take you out of the game and perhaps take your brand/business/product/service out of the equation for any potential customers in the market. In a tight economic climate where budgets are restricted, what is needed is a greater level of accountability for the marketing dollars being spent…and if figures published by Interactive Advertising Bureau (IAB) Australia are anything to go by, online marketing may be the key.
Target is the quintessential department store – around since the 60’s with one of the most iconic logos in the world. The problem with being a massive department store competing with many others trying to tap into a growing market, is that price becomes the only differential. Target, up until the late 90’s and early 00’s, attracted a very different type of customer. With the other department store retailers such as Myer and David Jones muscling them out of the higher positioned category, where was Target’s niche? Where did they belong?
We’ve examined literally hundreds of campaigns and strategic marketing ideas over the years and what strikes me as odd is that almost all of those which fail, do so due to a consistent omission.
To 99% of the population type is simply a font like Arial typed on the computer and printed out, end of story!
To the designer it is a whole new world where we type geeks get excited by the ascenders and descenders on letters or the slant of the cross stroke. At first my wife found it quite interesting that I could walk past a sign or pick up a magazine and tell her the name of the fonts used, now I don’t say a thing.
Some television advertisements can be watched over and over again. For other adverts, only once or twice is enough. For the majority, however, the magic number lies somewhere in between. So how much is too much? How many times should your advert be seen for it to remain effective and entertaining?