Too much visual clutter means your pack disappears on shelf.
Standing out in the coffee aisle can be quite tricky as packs have small canvases on which to work and tell your story.
Standout is gained from contrast. This is either the contrast of adjacent elements on pack, say a light logo on a dark background, or contrast against the competition, such as by using unique colour.
Stuffing lots of things into gaps in the background tends to reduce this contrast and create excessive noise
Creating a busy pack where it’s difficult to distinguish elements such as brand logo or communication, as here on these Nescafé packs, sacrifices that all importance standout.
The net result is that the pack simply disappears into the background.
#Marketing, #Design, #Branding, #Packaging
