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Internet Advertising Bureau launches tape-cassette design for feature report

The Internet Advertising Bureau (IAB) has released a white paper called “Advertising in an Online Audio Environment – The Consumer’s View”, focusing on consumer perceptions of advertising in an audio context, for example through radio or streaming services such as Spotify. The report itself provides case studies, advice and creative tips from advertising specialists.

The design is one of our favourites this week, bringing back a decidedly retro style, with the added benefit that the plastic casing and familiar shape will make it far more durable and long-lasting – Stuart Aitken, IAB’s editorial manager, commented: “The idea behind the cassette was to bring the research to life and create a visually memorable piece of work which people would want to keep and refer to regularly,” adding that the design was conceived to evoke the analogue past of music while pointing forward to a new, digital future.

Similar projects can be achieved even with small businesses, thanks to readily available personalised stationery and business cards. Producing a physical piece of branding can have a huge impact on the way people feel about your business – as Founding Partner of the IAB’s partner design agency O Street David Freer says on the final product: “…to tap into that feeling of cherishing and coveting music, like when someone handed you a compilation tape. Using this lost medium to illustrate some of the most contemporary and inventive examples of digital music seemed even more appropriate”.

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