If you’re going to make a bold claim, ensure it makes sense.
Stripping the pack down and focusing on a key claim is a successful way to convince consumers why they should put the product in their basket, but it’s important that claim makes sense.
Have a look at this example from Duck. I’m not fully sure what a 360° efficacy is? Is the message about cleaning? Disinfecting? Or freshening? From a consumer point of view, it is much more efficient to focus on the end consumer benefit. Especially if, as here, it is tricky to work out what exactly the product is!
Simplification of message is a great way to cut through to consumers quickly at the fixture and command attention, but always ensure the messaging is quick to decode and pushes the key benefit.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
