Remembering that my Dad’s birthday is creeping closer hits me like a slap in the face, surely it has come around even faster this year; to me it is one of the most testing times of the year for my creativity. “Why?” you may ask. Well the only thing my dad ever hints for, expects or wants is one large Toblerone bar.
It has become so much part of his birthday routine that it is as though it is not his birthday at all without one. Trying to wrap the bar without giving away its identity is almost impossible. No matter how many bows, ribbons or layers of wrapping paper I use, you can always tell it’s a Toblerone. The one year that I gave in and did not wrap it at all did not go down well.
But the thing is; the shape of the Toblerone and the fact that it is so recognisable is the beauty of the design; it is such a clever element. This is design and why I love it; it is every last tiny detail and perfection. The shape of a product, yet seemingly small and insignificant, can be a very important, creative aspect. The Coca-Cola bottle is one of the most widely recognised objects in the world to date, the name of the designer is still unknown.
If a consumer can recognise a product by its shape without any packaging, it shows not only loyalty to the product but success on the brands behalf for creating a shape their customers can remember.
In 2003 Gloria Linaza won ‘Outdoor: Gold Lion’ and ‘Print: Silver Lion’ at Cannes for her campaign about the importance of packaging design. The campaign showed the outline of a Chanel perfume bottle, a Coca Cola bottle, a Pringles tin and a Toblerone bar.
The campaign proved the importance of a product shape. Without the colour, content, logo or name being shown, the product was still easily recognised. This shows that customers, perhaps without even realising, take note of the shape of products and can easily relate them to the brands that they are connected with.
We live in difficult times
Tony Cullingham explains that in these competitive times if you want to land a job in creative advertising, you and your portfolio need to shine through.
Where to find ideas
Ricky Richards talks about coming up with ideas in this age of distraction and gives you the clues to finding those unique ideas.
The career path that has no path
Creative Director, Jeremy Garner, explores the exciting opportunity surrounding careers in the ever changing creative industries.
The rate of people being diagnosed with alzheimer’s is growing rapidly, with now 1 in 3 seniors dying of this incurable disease. Students from Miami Ad School has an idea to raise awareness.
8 ways to smash your last year at university
Csilla Kulcsar, ex graduate of Middlesex University writes about 8 tips for smashing your last year at university.
Book Review: The Typography Idea Book by Steven Heller & Gail Anderson
We review Stephen Heller & Gail Anderson's collaborative effort, The Typography Idea Book. A must for anyone interested in typography, art direction, and graphic design.