Branding / Identities

Branding is the practice of adding a consistent vision to overall business practices and visual graphics to build a recognition.


Mar 16, 2016 | William Levins | 0 Comments

Designers know things - such as the difference between CMYK and Spot color

Designers know things - such as the difference between CMYK and Spot color
While stock art, stock layouts, templates, and impressively good starter layouts in consumer applications have sped along the democratization of design, I was recently reminded, as a designer, I still have some special knowledge and experience. I’m not pompous, I’m merely acknowledging that, as a professional, I have specific knowledge within my field and industry. »

Dec 21, 2015 | William Levins | 0 Comments

What flavor is your business?

What flavor is your business?
Are you a plain vanilla type business? Or are you chocolate? Or something more muddled like Neapolitan? It might seem strange to conceive of your business having a flavor… but it can help you visualize or mentally taste how you stack up against the competition. »

Aug 07, 2015 | Elaine Levins | 0 Comments

“Slack fill laws” and their effect on packaging

“Slack fill laws” and their effect on packaging
One of the most recent – and high profile – cases involving a product that “misinforms” consumers by using oversized packaging that makes the product appear larger, ended with Proctor and Gamble (P&G) settling for $850,000, and committing to changing the packaging for many of its Olay skin care products. It was interesting to read the comments and opinions online in response to this case. Some readers were outraged at many companies who seem to employ such tactics, while many others (correctly) pointed out that the packaging in question clearly stated the number of ounces of product, and that the size of the packaging is only a part of the overall picture. »

Jul 31, 2015 | William Levins | 0 Comments

Why branding is important for businesses big and small

Why branding is important for businesses big and small
In life – for people and businesses – first impressions are crucial. Studies repeatedly show people form positive or negative perceptions in mere milliseconds. So how your brand looks translates into how it’s perceived. Done well, your branding can give you a leg up; but done poorly and you’re doomed before you even start. »

Jun 11, 2015 | William Levins | 2 Comments

Is your business ready for liquid branding?

Is your business ready for liquid branding?
The expansion of media choices is accelerating the need for branding to be more flexible. The old ways of crafting a brand identity and rigidly controlling it are ending. Similarly, the quickening pace of consumer fatigue requires brands to be constantly interesting. This leads to brands needing to continually “reinvent” themselves - which is the antithesis of classical branding. »

May 07, 2015 | William Levins | 0 Comments

Our recent challenge of printing packaging globally that included hot foil stamping

Our recent challenge of printing packaging globally that included hot foil stamping
There are several challenges you’ll encounter when printing packaging across the U.S. and overseas. Time zones, language barriers, and the inability to go on press quickly or consistently are some of the most obvious. But recently, we encountered a new issue – our package design involved some unique hot stamp foil colors. »

Apr 17, 2015 | William Levins | 0 Comments

Marketing is like building a house; start with a good foundation

Marketing is like building a house; start with a good foundation
Good marketing is built upon a strong foundation. A belief in your product or service. A desire to build something durable and lasting. And of course, the motivation to make a profit. »

Mar 12, 2015 | William Levins | 0 Comments

Good design will help you sell more

Good design will help you sell more
That may read like a self-serving bit of advice, but it’s actually simply a retailing axiom. If your product packaging, ecommerce website, or retail store is attractive there’s a very good chance you’ll be more successful. »

Jan 29, 2015 | William Levins | 0 Comments

What to do when you’re adding a product to your product line

What to do when you’re adding a product to your product line
​Line extension or the addition of a completely new but related product to your product mix is a common occurrence. But it’s something you want to plan for and manage well so you get the most bang for your bucks. »

Nov 13, 2014 | William Levins | 0 Comments

The future of marketing: be truthful and be interesting

The future of marketing: be truthful and be interesting
Marketing has always been about making things interesting - to pique the curiosity; to foster desire; or to cajole coveting. But sadly, at some point marketing was corrupted by hucksters selling underwhelming crap to under informed consumers. But then things changed and consumers became connected and crap was instantly outed as crap - leaving the hucksters pining for the good ol’ days. »

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