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What Energy Emanates From Your Business?

I have spent a lot of time on social media over the past few years and am often amazed at how many people ask for advice from the masses on the most fundamental aspects of their business. The problem with asking for advice on an open forum on subjects like – what do I call my business, what colour should my website be and which logo should I use, is that it can appear that you either don’t have a strong connection to your own business, or you can’t or don’t want to pay a professional to help you.

I’m not for one moment suggesting that you don’t get advice on these things if you genuinely can’t make up your mind – not everyone is born with the decisive gene, and often an outside opinion can be invaluable. However, I think people need to be discerning as to where they ask for this advice. If you can’t afford to employ a professional, ask your questions in a safe and suitable environment of people who understand your predicament and can give relevant, solid and practical advice.

Are you emotionally connected?

When you get any advice always make sure you run it past your emotional sensors – does it connect with you, does it truly reflect your business? When I was starting my business I didn’t have a clue about the logo. I let professionals have a go at presenting me with options, but the results just didn’t feel right. They hadn’t captured the essence of my business, but rather tried to fit my business into their own format. They seemed unable to think outside of the box, put themselves in my shoes and relate to my business. I am fortunate to have a brother who is an artist and extremely creative, so I asked him if he could come up with something for me. He sent me through his first idea and it had such an impact on me that I burst into tears. My logo was born!

Do you identify with your business?

I think it’s very important to completely identify yourself with your business and think of it as an extension of yourself, and not as a separate entity. For example, if we have a reputation for not being reliable in our personal lives, why would people think we were going to be any different in our professional lives? By living true to our standards, and by being authentic, people will know who they are dealing with, and can make the choice whether they want to do business with us or not. It is also really important to remember that not everyone will like us, resonate with us, or want to do business with us. Don’t let rejection take you off course. For every rejection you could have two acceptances if you just keep going. So, do what you do with passion, shine your light brightly and other passionate and shining people will find you.

5 Do’s and Dont’s While Designing a Food Package

The food retail industry accounts for nearly $600 billion in the US alone. If we account for the market sizes in countries like India and China, the numbers will increase by at least 3-5 times. Getting the packaging right for the products is critical for every business. After all, it is the packaging that serves as the best form of in-store visual communication for the consumers that can help retain old customers and convert new ones. So what are the do’s and dont’s of food package designing that can make all the difference for a brand? Let’s find out.

Simplicity is never overrated

The average shopper has an attention span of about 4-seconds while browsing through products on the store shelf. Can your product packaging capture their attention in that short span of time? If you get it right, yes, it can.

In a store, when your consumer is likely to be bombarded with multiple choices from your competitors, using a label that offers both form and function, and delivers the right amount of product details to the consumers for them to make an informed choice in favor of your product becomes critical for your product’s success.

Don’t go overboard with graphics, fonts or even minimalism in your packaging. Remember, the primary objective is to attract consumers to your product and help them make an informed decision, and not make a style statement on the store shelf.

Honesty and dependability

When you’re selling processed fruit juices loaded with preservatives, sugar and some percentage of fruit pulp, and your product packaging says that it is fresh fruit juice, that’s misleading the consumers into thinking they’re buying something that they really aren’t.

While this is an extreme case, staying honest with the consumers can go a long way in earning their respect and brand loyalty. Your product packaging is the medium that communicates this honesty to them. Honest product packaging lends a dependability to the product and works as a key differentiator on the store shelves.

Visual impact

The in-store experience is all about visual communications with the consumers. However, inside a store, your product will not be alone on the shelves. It has to compete with other products for consumer’s attention. The products on the store shelves are always arranged in rows and columns, add to that the distance from the shelves and the relevance of package design become clear.

Test your product packaging by placing it on a shelf with other similar products to check for the visual impact it has on the consumers. The results will surprise you. It is often seen that the most intricate designs get lost on the shelf while the most simple ones pop-out. This simple test can help you get past this hurdle and ensure that your product registers the sales as per your expectations.


Always keep one eye on the future. You may not have any immediate plans to introduce a new variation in your product line, but that doesn’t mean that your plans won’t change sometime in the future.

Product packaging design should leave future options open and allow you to scale your product line without having to invest heavily in new packaging design. If you sell jams and you decide to add a few more flavors to your product line, you shouldn’t have to reinvent your brand all over again. Moreover, this will allow you to retain consistency in your brand presence across your product line and add to the visual impact on the store shelves for your brand.

Practicality and sustainability in packaging

In the race to look distinctive with design elements like patterns, graphics and fonts in product packaging, don’t forget that the most critical function of the packaging is to preserve the food. Perishable items, in particular, need to be shipped and stored in packaging that allows longer shelf life of the product. The tried and tested design elements are always the safest bet for any product category. However, ‘tried and tested’ leaves no room for innovation, and the fact is that there is plenty of room for innovation while keeping practicality of the product packaging in mind.

Milk, for example, has been distributed to consumers in glass bottles for many decades with limited shelf life and preservation capacity. But tetra packs changed that, giving milk producers a chance to preserve their product for longer and distribute it to consumers in a wider market.

Moreover, advances in packaging materials mean that you have more choices than ever in selecting the right components for use in package design other than the traditional plastics, glass, aluminum, and cardboard. Sustainable packaging materials are no longer just buzzwords for the industry. Not only do they offer an improved shelf life of products, but also ensure better returns on investment, eliminate the possibility of toxicity, and help reduce your carbon footprint.

What You Need to Know about White Balance In Your Photos

White Balance is one of the most critical settings that we have to get our colors right, it is a core concept for every photographer to learn. Right up there with Exposure Theory and how to get swamp smell out of your truck upholstery (that might just be a “me” issue…). But, it is an often misunderstood concept, used incorrectly it can make your colors look strange, dull, or unreal. Fortunately, it is a setting we can easily adjust in camera and in the digital darkroom.

If you are unfamiliar with the White Balance setting on your camera, now is a good time to grab it and its manual. Make sure you know how to change this setting, it’s usually indicated by a WB button. Don’t worry, I’ll wait for you to get back…

So, What is White Balance in Photography?
The short answer is: “the white balance setting helps get the colors in your images as accurate as possible by removing color casts in your photos”.

Photographers take photos at all times of day, in all types of light. In different lighting and conditions, white light can seem more reddish/yellowish or sometimes more bluish/greenish. This is called “color cast”. In bright unfiltered daylight, white looks white to your eyes and in your photos. But, depending on what is creating the light and what that light has interacted with before it hits your subject, these color casts will skew the colors in your photos.

Normally, we don’t really notice these color casts, as our eyes and brain are constantly adjusting to them. When we see something that is white, we don’t notice if the white is a little yellowish or a little bluish in different lighting. We just think, “Hey, that’s white”. But, our camera’s sensor doesn’t have the same capabilities that our eyes do to compensate for shifts in color. It is just capturing information from its sensor, recording the proportions of red, blue, and green of the light that strikes each pixel. We really don’t notice the warmth or coolness of light unless we train our eyes to do so. However, these color shifts become pretty obvious when viewed later in our images.