Page 103 - Visual Marketing
P. 103
Why It Works Success Metrics Takeaway Tip
Consumers are looking for safe • Help Remedies has moved from Straight talk with a straightforward visual
and trusted solutions to address selling products in high-end presentation can establish your product as a
common discomforts. Each Help design stores (Virgin America, breakout leader in a cluttered marketplace.
Remedies product features only W Hotels & Resorts) into main- Avoid using lingo on your packaging. Instead,
one all-natural active ingredient— stream retailers such as Duane use words customers would use to describe the
no additives or coloring—and Reade and Target stores, result- problem they want solved.
comes with straightforward ing in a 1,000 percent increase
directions. Packaging is bio- in distribution in about two
degradable, made of molded years.
paper pulp and a bioplastic.
The main idea behind Help • The unique Help products
Remedies is to make simple story has had 80 million media
health issues simple. In doing impressions in a very traditional
so, they have created a visual category.
format that supports the mission
of the products they sell. The • Help Remedies started with two
packaging and the language prototypes. A year later they
disdain marketing lingo and launched six products (head-
even avoid descriptions such as ache, cut, blister, sleep, aching
“extra strength,” which the com- body, and allergy) and are now
pany thinks is superfluous. introducing two new categories.
IMAGES ARE EVERYWHERE IN THE PHY SI C A L W O R L D 82
