News/Blog Category: Client Question

Client Question: Are brand guidelines important?

posted on 22nd Aug 2018

Brand guidelines define how a brand exists and communicates. Yes, they are important! And there are a few reasons why: Clarity Firstly, brand guidelines provide an understanding of your business. What your brand represents – from its purpose to its visual identity – should be meticulously constructed. Brand guidelines are the... Gimme More »

Client Question: What is tone of voice?

posted on 16th Aug 2018

What is tone of voice? Behind the veil of branding mystique, tone of voice is exactly what it says on the tin. It’s an understanding that it’s not what you say, rather the way in which you say it that matters the most. Tone of voice is the difference between brilliant and boring, comprehensible and enjoyable, smart sarcasm and tasteless... Gimme More »

Client Question: How do you assess category cues and how important are they?

posted on 10th Aug 2018

Firstly let’s break this down into layman’s terms - what is a category cue, I hear you ask? Category cues are the expected design elements and information or colours that allow a product to sit in a category and visually be “one of the gang.” Your customers are subconsciously aware of category cues in any given category. For example, in... Gimme More »

Client Question: What makes a brilliant packaging design brief?

posted on 7th Aug 2018

Putting together a packaging brief can seem like an overwhelming task. Clients often ask us where they should start - what are the most important elements to consider and how do they feed into the overall development process? Neworld’s Brand and Packaging Account Manager Marie McGrath shares her thoughts on the best way to develop a brief... Gimme More »