The Archive - Upp B2B

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The archive

The writers here at Upp B2B have been busy reporting, writing and educating since we began in 2016.

To emoji or not to emoji

  • 23rd Dec 2015
  • Brand Growth, Branding, Creative

There are those amongst us who have spurned either the entire use or the over use of emojis. Either out of wishing to avoid what may be a ‘kids thing’ or out of some secret sense of linguistic superiority that we keep to ourselves. The uncomfortable fact, at least for these people, is that emojis…

The Gestalt law of closure

  • 12th Dec 2015
  • Brand Building, Creative

Following on in this series of understanding the Gestalt principles of visual perception and comprehension we look at: CLOSURE “When seeing a complex arrangement of elements, we tend to look for a single, recognizable pattern.” Closure seeks simplicity. Closure can occur when a series of visual elements suggest a connection between one another, when, in…

The Gestalt law of figure and ground

  • 11th Dec 2015
  • Brand Building, Creative

Following on in this series of understanding the Gestalt principles of visual perception and comprehension we look at: FIGURE & GROUND “Elements are perceived as either figure (the element in focus) or ground (the background on which the figure rests).” Everything in a piece of visual communication will be seen as either figure (object) or…

The Gestalt law of similarity

  • 10th Dec 2015
  • Brand Building, Creative

Gestalt psychology was founded in 1910 by three German psychologists, Max Wertheimer, Kurt Koffka and Wolfgang Köhler. “The central principle of gestalt psychology is that the mind forms a global whole with self-organizing tendencies. This principle maintains that the human mind considers objects in their entirety before, or in parallel with, perception of their individual…

Six ways to make your b2b marketing work in a mobile world

  • 8th Oct 2015
  • Brand Growth, Strategy, Web and Digital

Technology is evolving at such a pace, that customers can be reached anywhere, at any time. Acknowledging that the majority of ‘first experiences’ of a brand now take place on a smart phone or tablet (and often without your knowledge), gives us the insight to seize an advantage and take a digital first initiative. According to…