When you introduce narrative onto pack there are 2 main considerations, what you say and how it is presented.
Each of those has an important role. Tackle either incorrectly and you will have a challenge convincing your consumer that your product meets their needs.
Have a look at the Rustlers product below that misses the mark on both counts.
Let’s look at what they say specifically first.
The strap line on the SRP proudly states “better than you think “, Now, this comes across as an admission that your product doesn’t probably look the best and the consumer is going to take a bit of arm twisting in order to agree.
Honesty is always the best policy, but it’s always better to handle this in a positive way.
Onto the second point, how this messaging is presented. The choice of fonts is absolutely immense and with food products, it’s always good to pick fonts that communicate appetite appeal and as in this case, provenance.
Where the pack communicates “cheese “ it feels incredibly washed out on the background and its ‘chubby’ execution talks less about taste and more about artificiality.
Think of your narrative as an actor on a stage, how they are presented and how they deliver their lines cues a reaction in the audience. Always ensure they are the protagonist and not the antagonist.
#Marketing, #Design, #Branding, #Packaging
