Stripping back the clutter on pack is a great way to focus on a core benefit, but can this go too far?
Have a look at this pack from HG that could never be accused of bombarding the consumer with too much information.
The question is, is it too stripped back? Would a consumer know exactly what the main benefit of the product is? Is it clear to a consumer why this is better than the competition?
Arguably all of the relevant information is on the front face of the pack but because it is so small becomes inaccessible.
This is accentuated somewhat through the illustration. If the illustration can take up so much of a pack, then it’s much better to show a bit more detail so that your core messages is less ambiguous.
The simplistic style utilised here is more often seen in iconography were lots of information has to be conveyed in a very small area.
It also renders the style a little bit cartoon like which can undermine professionalism and efficacy of the product.
Stripping back the amount of visual clutter on a pack always helps, but this should never be at the expense of the products core message.
#Packaging, #Marketing, #Branding, #Design
