What do you see here?
Is it a cleaning product for hi-fi equipment?
Is it lubricant for a bicycle?
When I first saw it, I actually thought it was suncream. The bold graphic on the black background and the prominent 30 which I miss took as 30 SPF!
It is in fact an energy gel for sports.
The truth is we have a habit of decoding things very quickly. It’s in our nature as we want to make sense of the world around us
In order to do this, we base our assumptions on what we’ve seen previously in order to back up these assumptions and draw a conclusion.
We draw these conclusions based on either intuition or reason, what is our gut feel or how do we decode this?
It’s fine to stand out by doing something completely earthshattering and category breaking but you run the risk, especially as here if you borrowed heavily from another category, that neither intuition or reason takes you in the direction of what the product is.
That has two main pitfalls firstly if it doesn’t immediately cue the thing you need you’re going to ignore it and secondly it means you won’t tend to remember the distinctive brand assets associated with that product.
Having a successful pack is a fine line between breaking category rules to be distinct whilst playing other others to back up credibility.
#Marketing, #Design, #BrandDesign, #Packaging
