The packaging provides clues to how the product works.
Strong colours cue dynamism, action, effectiveness and vibrancy whereas muted tones cue the opposite.
That’s never more true than in the laundry detergent aisle.
We are preconditioned to certain colours representing certain actions or certain end uses. if you introduce new colours into this arena, they had better be working for you rather than against you.
Have a look at this pack from Persil. Now, on first impression the washed out muddy colours cue fading. Not something you want from a wash.
Consumers need reassurance that the clothes they put into the washing machine are still going to look as good as new once they come out.
Faded colours work negatively here for two reasons. Firstly it looks as though colours may bleed or run whilst the muddy tones cue dirt and smudging. Completely the opposite of what you want from a laundry product!
That’s the semiotic part, there is also a practical part in-store to also consider. The white logo on this faded and muddy background tends to make the pack incredibly recessive and somewhat apologetic.
Remember the visual shortcuts provided by the pack are a window to the product benefit.
#Marketing, #Design, #BrandDesign, #Packaging
