Sometimes, all the information is there, it’s not presented in an engaging way.
Branding is all about storytelling. It’s capturing the imagination of the consumer and communicating how you meet a specific need.
Remember, the consumer decides emotionally and justifies logically. They have to be attracted and invested in what you have to offer.
Take this example from the cooking oil aisle. Arguably all the information is there to sell the product to a consumer, however the story is missing.
It immediately feels very worthy, almost like popping into Holland and Barrat’s to buy some multivitamins rather than a staple for the food cupboard. That tends to communicate hard work and compromise rather than benefit.
A great way to think about this is how would somebody described this pack and brand to me if I wasn’t there?
How is this going to make me feel?
How does it benefit me?
Why should I use this instead of my normal brand?
What visual sign post and triggers would they describe?
What tone of voice is it using?
Apologies for all the questions but it’s important to understand this. If the pack leaves you asking more questions than it answers, the chances of you picking it up and putting it in your basket are very slim.
#Marketing, #Design, #Packaging, #Branding
