Getting the composition right on pack can be the difference between making sense to the consumer or not .
Composition is different to pack architecture. Packaging architecture is about the underlying rules and ratios that define how key elements are proportioned and consistently arranged across a portfolio, while composition is about the specific layout of those elements on an individual piece of packaging.
Have a look at this example from Tony’s. It’s actually a great product idea, a bag full of little chunky bars. The thing is, I only realised that once I’d picked it up wondering what it was.
The composition of the illustration creates a very low angle meaning there is very little aperture at the top of the bag showing the product but a huge expense of nothingness at the bottom.
Changing the composition so that the camera looks down into the bag gives a lot more opportunity to showcase the individual bars without sacrificing any readability.
Maybe the illustration was created by elves who are far too short to see into the bag?
#Marketing, #Design, #BrandDesign, #Packaging
