Always make sure your architecture works with your pack.
If you have a wide and varied product range, it’s important to create a packaging architecture that allows for consistent and optimised placement of every element.
Your brand logo, product descriptor, key messaging and imagery should each have their own space and be allowed to breathe.
No element should be fighting with another. And the placement of one element shouldn’t compromise everything else around it.
This Birds Eye pack is a good example of exactly that issue.
The food photography feels cramped into the bottom of the pack, while a large amount of empty space sits around the logo at the top. The result is an architecture that feels uncomfortable and slightly forced.
The issue seems to come from the need for the brand icon to sit above the wave containing the product information. That wave also creates a very confined space were longer product descriptors need to opt for a much smaller font
While this might work in principle, across different pack formats and products it can create areas of dead space.
And that’s valuable space.
Space that could be used to better showcase the product, communicate its benefits and, ultimately, make the pack work harder on shelf.
A strong packaging architecture isn’t just about consistency. It’s about creating a flexible system that can adapt across your entire range without forcing individual packs into a layout that doesn’t suit them.
#Marketing, #Design, #BrandDesign, #Packaging
