Having a robust pack architecture is hugely important, especially if you’ve got a wide and varied range. That said consideration should be given to ensure that it works in every eventuality and for every iteration of a pack, license packs included.
A robust architecture ensures that everything has its place and all the information can be accessed in the right order. That rigidity however can sometimes be at the detriment of the overall pack and things can get shoehorned in in completely the wrong place.
Sometimes, rigid rules need to be flexed in order to allow for variation, especially when you have to build in pre-existing licensed elements
Have a look at this example from Kellogg’s for a Pokémon licensed product. The consumers eye first goes to the wide open space above the logo and below the Kellogg’s logo type.
The Pokémon logo seems to be swimming around in a huge abandoned area of the pack. The rest of the communication is pushed out to the peripheries creating overcrowding and competition between important areas. The net result, that all important product shot gets covered by the character.
The character is executed in a similar hue and tone to the background so when you step back from the shelf, it disappears in to the background of the pack rather than standing out as a beacon to all of those Pokémon fans
The architecture is there to provide a framework on which to build consistency. For this reason, it’s important to look at negative space on pack and the size relationship and ratio between the elements.
Rigidity provides consistency, but that should never be at the detriment of differentiation
#Marketing, #Design, #Sustainability, #Packaging
