Something I’ve mentioned before one here is the brands need to explain to the consumer what consumer need they are meeting. However, that shouldn’t be at the expense of communicating what the product is in the first place.
Take this product from Hartley’s for example. ‘More fruit less sugar’ takes centre stage at the expense of poor old ‘jam’ which is buried away in tiny copy at the bottom of the label.
Another factor not helping the consumer decode what the product is that rather than be in a format more recognisable in the sector it’s in a squeezy bottle
There is a balance to be struck between what the product is and why a consumer needs it. Elevating one shouldn’t be at the expense of the other.
#Marketing, #Design, #BrandDesign, #Packaging
