If you are going to spend money on retail, make sure your expenditure adds value.
In retail that means ensuring that you capture attention and get your brands message over to the consumer in a succinct and efficient way.
For most brands requiring an SRP it’s normal to utilise 2, sometimes even three colours for this. Any more than this tends rack up an unwarranted expense.
Which brings me neatly onto this Haribo example. Here they have utilised 6 colour print to replicate the pack on the lip of the SRP!
Yes 6. I know!
Now, if this adds additional colours, doesn’t improve stand out, increases print cost and makes information on the visual illegible, why do it?
The printers have now all retired and bought themselves a small Caribbean island with the profits!
This is clearly an extreme example, but it highlights an important point. You often see examples of brand logos replicated on the SRP that are much smaller than on the pack inside the SRP itself and for me this is a real waste of valuable real estate.
It’s much better to use this free space to showcase a brand statement, or break some symmetry on shelf with an eye catching graphic.
If you’ve got the budget, great, but always make sure the outcome is worth the initial investment.
#Marketing, #Design, #Packaging, #BrandDesign
