Always be clear with the consumer what you are.
If you are offering something unusual and something unique, it’s important to be clear with the consumer what their reward will be and to communicate clearly and efficiently exactly what you are offering.
For food brands this means building appetite appeal and a desire for the end dish, particularly where meal kits were involved.
This example, whilst very unique and clearly Japanese, misses out on both appetite appeal and a clear explanation of what it is.
That then creates quite a challenge in shifting products off shelves
Often budgets aren’t available to do glossy food photography, it can be quite expensive but ultimately will do a lot of the heavy lifting for you.
In this example the food shot has been replaced by a simple line drawing. I’m not sure if that is down to lack of budget or from trying to make the pack design suitable for a restricted print requirement
Either way, it’s important to make sure that the design fits the limitations of the end print method but doesn’t compromise on the fundamentals of communication.
If the consumer doesn’t know what you are, or what you offer, why would they want to invest?
#Packaging, #Branding, #Design, #Marketing
