It’s very easy to overwhelm consumers at the fixture.
If you have lots of information that you need to convey, it’s good to separate it into bite-size chunks and if possible, be single-minded.
Creating elements on pack at a similar weight or size causes them to compete for attention and mean that the consumers skim over it without ever actually taking anything in.
Take this example from Floradix. The brand name, descriptor and benefits are all executed in a font with a similar weight and look.
You wouldn’t actually realise it at first glance but there are also two variants here, Floradix and Floravital. However, because of the overwhelming visual clutter and similarity in both communication and illustration they merge into one.
Overwhelm the consumer and you will invariably create confusion.
Brands are there to solve needs and problems. Not create more.
#BrandDesign, #PackagingDesign, #Packaging, #health
