In my post at the beginning of the week I looked at the difficulties consumers have when Packaging looks too similar on engine oils.
Here’s a similar example in the world of coffee. This brand has decided to take a very monolithic approach which works well to create a wall of similar looking packs but leaves the consumer scratching their head when it comes to navigating that range.
Having packs that look too similar means consumers could select the wrong thing.
Using a very robust monolithic pack architecture means that differentiation needs to work much harder so for instance here whether they’ve used a blue and green to pull a two variants apart, using hues that are further apart would make this much easier for the consumer.
When ranges become big and sprawling this challenge gets even harder as at some point, quite simply, you’ve run out of colours!
Always be the consumers friend and make things easy for them.
#Marketing, #Design, #Branding, #Packaging
