There is no denying that the Sainsbury’s Taste the Difference range features an amazing lineup of products across all sectors in the food aisles.
In fact, many of the packs are nicer than some of the big label competition. However one thing that started creeping into some of these packs, particularly the ones with the most awkward canvas is the Introduction of a long narrative onto the front face.
It’s a great opportunity to use the language of the menu and evoke appetite appeal but in some instances such as the tins in the image attached it can create a bit of a barrier.
The fantastic food shot tends to get a little overwhelmed by the amount of copy. As consumers only have around seven seconds to make an impression, it’s asking a lot of the consumer to read through all of these narratives across all variants in order to make a purchase decision.
The text is clearly legible and accessible but tends to overwhelm the packs. Were you only have a limited amount of time to impress, it’s much better to focus on more immediate visual shortcuts to draw the consumer in and use the copy to seal the deal once they picked it up and explored the pack.
#Marketing, #Design, #Packaging, #Branding
