He is a great example of how if you don’t get your pack architecture and communication right, you can easily disappear on shelf.
Slimfast has two fundamental problems. Firstly, for a functional food it lacks a huge amount of appetite appeal and desire.
Secondly, as this example shows, there is a huge amount of dead space on the pack which is somewhat accentuated when the design is on an awkward shrink sleeve.
The first point is probably due to the background colour being too similar to the product so that there is no contrast. Colour combinations and variations can be a great way to introduce appetite appeal. In this instance it becomes quite monotone and bland.
The second point can be addressed, by reworking the pack architecture so that the logo creates much more punch. As you can see in this image, when the pack is placed on the middle shelf below ticket strip much of the logo is thrown into shade.
The other big issue here is that it doesn’t highlight what the main benefit is for the consumer.
Clearly people know the Slimfast brand, however why should I buy this product above and beyond a supermarket own brand equivalent?
That is a tricky question to answer and if we mere mortals, that have been staring at this for the last two or three minutes don’t know the answer, then you can be sure your consumer won’t know either.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
