Here’s another great example of something I’ve mentioned before.
What is the most important part of your pack? Is it the product that you’re selling? Is it the descriptor? Or is it the brand?
In a world of own brand, it’s important for big name brands to stand out and explain to the consumer why they cost more than their own brand equivalent.
If, as in the example attached, the brand and descriptor are cramped towards the top of the pack and so collapse only exposing a photo of the product inside, then you’re not really explaining to a consumer why they should pay the extra for your product. Especially as due to the reduced visibility of your key brand components it’s going to be looking like one of the own brand equivalents that it’s trying to differentiate from.
The best place for primary communication on these sort of packs, especially in the freezer sector is front and centre so that it avoids this type of crumpling.
#Marketing, #Design, #Branding, #Packaging
