If you are promising perfection, then you need to be clear with your consumer how they’re going to achieve that.
Accessibility and clarity of information are incredibly important, particularly if you’re going to make big bold sweeping claims such as ‘perfection’.
In-store lighting can be quite unforgiving on reflective surfaces. Combine that with very small claims hidden in the bottom corner of a pack and it is never going to help support your case.
Have a look at this example from Seven Seas which suffers from both of these issues. The cartons are printed on a highly reflective metallic substrate, rendering much of the information hard to access under the in-store lights.
All the information you need is on there. It’s just incredibly difficult to read.
It is much more effective to use a varnish to mute the metallic substrate so that it is not quite so reflective.
Locking the claims to the ‘7’ icon so that the consumer makes a clear link between the two would also have the advantage of making them more accessible, transferable and an integral part of the brand story.
Perfection is impossible, but you can always get closer.
#Packaging, #Marketing, #Design, #Branding
