The Packaging should always convey what the end benefit is to the user.
If you promise a sparkly clean, as good as new finish, then your Packaging should portray this promise to the consumer.
Have a look at this example from Spontex. The Packaging feels like it’s been untouched for decades. Compared to some of the more benefit lead competitors, it lacks that newness and sparkle that isso important in this sector.
Rather than communicate as good as new this locks the benefit into standards from a different era
Now, that can be okay if a particular area is noted for cleanliness but it doesn’t fit modern lifestyle and expectations.
What the consumer takes in subconsciously can dramatically affect their interaction with a brand and how it is perceived.
Always make sure you are on the right side of the benefit.
#Marketing, #Design, #BrandDesign, #Packaging
