These are a big favourite in our house. It’s a fantastic product but incredibly difficult to find in store.
That’s not as you may think because of availability, it’s more down to the camouflage.
Some brands, particularly those in flow wraps can have very awkward surfaces with areas towards the peripheries of the pack disappearing due to the crinkling of the pack. This is something you often get around the crimp zones at the top and the sides and you see a lot with products in freezer cabinets.
They get round this by putting the most important bit of information right in the centre of the canvas.
This pack however doesn’t have that technical issue, as the inside product is held pretty flat so there is a nice big canvas on which to present all the product information and the brand logo. And herein lies the problem.
The brand logo rather than be placed in the centre of the pack, is squished right to the very top going over the crimp zone. Because this crimp tends to bend over as here it’s only legible in around one in every four packs.
The other problem is the classic yellow on white print. Now, whilst yellow may be a fantastic colour for butter popcorn is not a particularly good colour to let the popcorn stand out so when you take a few steps back from the shelf, all you see is a light yellow haze.
And that’s exactly what I mean about camouflage. Whilst the product may be mighty, its on shelf presence definitely isn’t. Addressing those very minor concerns can be the difference between a consumer putting you in the basket or missing you altogether.
#Marketing, #Design, #BrandDesign, #Packaging
