".. if you sell a bunch of black notebooks that all look the same, how do you
announce a diverse product line? You could start with color. Moleskine uses
brightly colored paper strips to package each product. And who knew there were
so many types of people taking notes? There is a unique color for music
notebooks, Japanese notebooks, lined, blank, squared, sketch, address, diary,
reporter and storyboard notebooks. A lot of colors, yes. But if you are buying
one for your brother the music student, you know to go straight for the
This makes the display simultaneously lively and clean. No crazy
retail devices are needed – just a solid white stand. I know color-coding is an
in-store trend, and that there’s always this backlash reaction of, "It adds to
the clutter." But Moleskine has managed to use up to 10 colors at retail, and I
see no cause for alarm…"
" Reinvention through retail"
By Sara Cantor
The Curious Shopper
© 2006 SC