Saturday, February 23, 2008

Ben & Jerry's by Parra

I love these yummy ads for Ben & Jerry's. THe lines are superb, but the typography is by on of my favourite artists - Parra. The man is a typographical genius.

Thursday, February 21, 2008

How Fangio created planning

Great post from the blog of Australian media shop Bellamy Hayden.

In the Monaco GP in 1957 (or 1950, depending whom you ask, but I’m more confident in 1957), Juan Manuel Fangio was leading with a few laps to go. He was coming up to a blind 140kph bend around where today’s swimming pool complex would be.
There was a pile up of cars around the bend that was blocking the track. In those days, ploughing into stationary cars at 140kph was very bad news. Remarkably, just before the bend, and for no obvious reason, Fangio braked sharply and crawled round the corner, avoiding the cars and continuing on to win.
He was asked by a reporter after the race how he could have possibly known to brake. His (paraphrased) reply? “The crowd was the wrong colour. I could tell they weren’t looking at me and that meant something around the corner was more interesting than the leader of the race. So I braked.”
So basically, Fangio …
Spotted something that was there for anyone to see but most would not have noticed.
He realised its significance.
He had the courage to act, even though slowing compromised his lead.
His actions had a positive effect.
Sounds to me a lot like good planning.

Friday, February 15, 2008

Price is Perception ... REALLY!

The Economist recently posted this article claiming that eople do not just say they enjoy expensive things more than cheap ones. They actually do enjoy them more. THis give an interesting scientific point of view on the old adage that price is perception.

EVERYONE loves a bargain. But retailers know that people will sometimes turn their noses up at a cheap version of a more expensive item, even if the two are essentially the same. That suggests something is at work in the mind of the consumer beyond simple appreciation of a product's intrinsic qualities.

The something in question is expectation, according to research published this week in the Proceedings of the National Academy of Sciences by Antonio Rangel of the California Institute of Technology. Dr Rangel and his colleagues found that if people are told a wine is expensive while they are drinking it, they really do think it tastes nicer than a cheap one, rather than merely saying that they do.

Dr Rangel came to this conclusion by scanning the brains of 20 volunteers while giving them sips of wine. He used a trick called functional magnetic-resonance imaging, which can detect changes in the blood flow in parts of the brain that correspond to increased mental activity.
Dr Rangel's research also has implications for retailers, marketing firms and luxury-goods producers. It suggests that a successful marketing campaign can not only make people more interested in a product, but also, truly, make them enjoy it more.