Archive for February, 2010
Liquid Agency’s industrial design work is honored by IDEA 2009.
We’ve definitely won our share of design awards over the years: Our work has been honored in many design competitions for projects that have included identity, packaging, publications, environments, retail merchandising, and interactive design. That said, we’re particularly proud of the recognition we received at the IDEA 2009 competition…and in this one we only achieved “finalist” status.
The IDEA awards program. For those of you who don’t know, the IDEA (International Design Excellence Awards) program has been honoring design excellence since 1980 – and is considered one of the most prestigious design competitions in the world – recognizing design excellence in product design, ecodesign, interaction design, packaging, and concepts. Out of 1631 entries from countries all over the world, this year’s jury, an international cross-section of design leaders led by Andrew Hartman, Philips Design’s design director, selected 349 finalists.Liquid’s work was entered in the competition by our client – Olive – with whom we collaborated in the designed of two products, the Opus 4 and the Melody 2. Although we did not walk away with the top honors, we’re super excited about making the finalist list. After all, this is the very first time we’ve entered an industrial design competition…and the IDEA program is probably the toughest one in the world – so, being a finalist is something to brag about, especially when you consider that we were competing with companies like Samsung, Apple and HP – and that other finalists included Intel, NVIDIA, and Pioneer!
Liquid Agency has worked closely with Oliver Bergmann, Olive’s founder and CEO, to develop his company’s brand from the very beginning. Our involvement started with the design of the brand identity, the website, the packaging and the marketing materials…and has grown to include the industrial design and the user interface. With Liquid’s help, Olive has created products that achieve a harmonious balance between sound clarity and aesthetically striking design. As a consequence, Olive has developed a cult following among music enthusiasts and has earned the “Editor’s Choice” title from numerous national and international publications including Sound & Vision, Digital Trends, and PC Magazine. Olive’s products are frequently featured in magazines that range from Forbes to Wired, from RollingStone to Business Week.
“We’re proud to have played a part in Olive’s success,” said Alfredo Muccino, Chief Creative Officer and co-founder of Liquid Agency. “Olive’s role in the music industry has been to champion the quality of the music experience, and that has included paying attention to details in the form and function of the products, as well as the sound. We’ve appreciated being part of the design teams that have developed such amazing products. Being a finalist in IDEA 2009 is a great honor, and an affirmation that our dedication to excellent design is recognized at the very highest levels.”The Opus 4 can store up to 6,000 CDs worth of music – which you can enjoy in true hi-fi quality – a far cry from the compromised sound of MP3s. Essentially, Olive is committed to offering all the convenience of digital technology without compromising any of the sound quality – therefore delivering the best possible music experience. Made with heavy gauge aluminum that eliminates vibration and operating noise, the design of the Opus 4 includes a color touch screen located in a unique angled front which allows for better access and visibility. The top of the system features a distinctive silkscreened typographic pattern made of words representing a variety of musical genres, which adds an elegant detail to the already sophisticated form factor. The Melody 2 is a player that connects to the Opus 4 wirelessly extending the music experience to any room in the house, and its design language echoes that of the Opus 4. To take a peek at the winners of the IDEA competition and the other finalists, click here.
No commentsCan Neuromarketing Improve Campbell’s Soup?
By Marty Neumeier
In today’s Wall Street Journal (February 17, 2010), reporter Ilan Brat describes how Campbell’s is employing “neuromarketing” techniques to peel back the mysteries of label design. Using biometric tools such as eye-tracking, videotaping, and special vests that capture skin-moisture levels, heart rates, breathing patterns, and posture, researchers were able to compare the emotional responses of various consumers to the existing package line.
Among other things, they found that the Campbell’s logo, positioned against a red background on every package, made the varieties look so much alike that customers’ eyes glazed over when they scanned the offerings. They also found that the standard photo of a spoon lifting the soup from the bowl provoked zero emotional response. Finally, they heard from customers that the soup didn’t look warm enough.
The design response? Add color-coded bands at the top of each package to break the monotony; move the logo to the bottom; ditch the spoon; and add steam to the photo. Totally logical. Totally beautiful. Totally defensible. And totally inadequate. People don’t buy soup for the steam.
A 2005 analysis by Campbell’s showed that the usual techniques for testing advertising did little or nothing to improve sales, largely because they were asking people what they thought. Neuromarketing techniques, by contrast, are designed to measure what people feel. While this gets the company closer to understanding the actual drivers of shelf appeal, there’s only the tiniest of problems: it ignores the real reason people buy Campbell’s.
People buy Campbell’s not because of the steam but because they feel comfortable in the Campbell’s “tribe.” They simply believe that Campbell’s is the “right” product for them. And no amount of package tweaking will move the needle on that belief.
So what can Campbell’s do to improve sales? Improve the reasons to believe. Refocus the brand from the vision on out, then let the package designers express that vision with the skills they already have. When you find yourself using biometrics to test the emotional value of steam, you’ve already lost.
6 commentsSteal This Idea: Culture Quiz
Culture Quiz
By Marty Neumeier, author of The Designful Company
Transformation is in the air. Business leaders across industries are recognizing that “old school” management isn’t up to the task of nonstop innovation. As a result, companies that were once run from the top down are steadily shifting to a more networked style of management in which employees and customers play a greater role in driving innovation. Networked cultures tend to be more creative, more agile, and better able to anticipate the needs of customers.
How do you create a culture of innovation? By recognizing one simple fact: If you want to innovate, you’ve got to design. Design and design thinking are the tools that create new products, new services, new business models, new markets, and new industries. The best way to leverage innovation—as outlined in my latest book—is to build a “designful company”. (Buy the book.)
To find out where you are on the culture curve, take this simple test: Share a total of 10 points across each of the 10 pairs below. For example, if your company is more siloed than collaborative, you might score it 6 and 4. When you’ve finished, add up the two columns to measure your progress. If your totals come out to 60 and 40, for example, you could say that you’re 40% along the path to an innovative culture.
The Plastiki Expedition: An amazing adventure for a great cause.
During a meeting with HP we learned that they were involved with The Plastiki Expedition – and we hoped very much that we’d have an opportunity to work on the initiative. After all, this is about a nautical adventure and our name is Liquid! Lucky for us, a few weeks later we got the call, and we’ve not been able to get it off our minds since. In fact, I have been personally more excited about this project than anything else I’ve done in the last 20 years….and I’m not alone – our staff thinks this is a super cool project. It is really nice to have the whole studio inspired and energized.
What is the Plastiki Expedition?
Inspired by the famed 1947 Kon-tiki expedition, The Plastiki Expedition is a journey that will cross the Pacific to create awareness about the plastic mess that is polluting our oceans. The adventure is the brainchild of David de Rothschild, a dashing, easy-going Brit who has made it his life’s ambition to bring environmental issues to the surface, and inspire people to get involved and make a difference. David (and a small crew of adventurers, scientists and creatives) will sail from San Francisco to Sydney in a journey that will take around three months. By the way….David told us that he’s not ultimately interested in villifying plastics – instead, he’d rather inspire people to think about how we use, dispose, and reuse plastics – and develop positive solutions.
Sustainability floats this boat.
The Plastiki is a boat made out of reclaimed plastic bottles. The 60 ft. Catamaran was designed in collaboration with Architecture for Humanity and it’s made of a new material: srPET – which is essentially, ground-up plastics melted down and remade into a woven fabric, similar to carbon fiber (except that it can be melted down and re-made into the material again). The boat also features 12,500 actual soda bottles that are used for buoyancy. The masts are made out of reclaimed aluminum irrigation pipes. Even the ropes are made from recycled plastics.
Cool technology on board.
On board The Plastiki one finds lots of amazing technology: Our client – HP – is the official technology partner, and has provided all of the computer equipment that will be used for navigation, communication and scientific data collection and processing. And that’s just the start: There is a bird’s eye view camera capturing the activity on deck; a trailing turbine generating energy; solar panels harvesting the sun’s rays; wind turbines generating energy through wind power; a hydroponic garden where the crew can grow some of its food; and much more. The boat is a perfect example of the cross-section of technology and sustainability.
What’s Liquid’s role?
We’ve been asked to help evolve the current site in order to create a more dynamic and more valuable experience for site visitors. We’re exploring how to include dynamically updated content that will provide updates on all sorts of data collected during the voyage. Once the boat sets sail, visitors will be able to track its progress through Google Maps; take a look through the WebCam; check out the crew’s vital stats; and potentially experience the weather conditions through an augmented reality application. We’re also thinking about tracking energy generation though the built-in solar power units and the trailing turbine…and all sorts of other geeky stuff. Additionally, we’re exploring ways to leverage social media and allow people who are interested in the Plastiki’s adventures to chat with the crew, ask David some questions, and participate in on-going dialogues about how to make a difference.
What’s next?
We’ll share the work as soon as it gets launched…and in the case of The Plastiki, launch is meant quite literally. The boat currently set to launch from San Francisco towards the end of February 2010. We’ll keep you posted. In the meanwhile check out the site: www.theplastiki.com and follow the crew’s adventures. Also, if you want to get a closer look, you may want to visit the Plastiki Mission Control at Pier 45 in Fisherman’s Wharf in San Francisco (next to the Musee Mecanique) …but, most importantly, remember to do your part and think about ways to reduce the amount of plastics that you and your family use, recycle as much as you can, and do not contribute to plastic garbage!
