If you have a unique offering, it’s up to you to tell the consumer what that is. that may seem a very obvious thing to say but there are many brands out there that aren’t fully clear with the consumer.
If the consumer doesn’t know the meaning or origin of something, they may tend to make something up based on their limited understanding.
Take the Pack below for example. On first inspection, because there is nothing obvious on the can you may assume that this is a statement about sustainability or the environment. It’s actually because the coffee is made from green coffee beans!
The next thing you then have to explain to the consumer is what the benefit of it being made from green coffee beans is. These are two incredibly important pieces of information.
If these aren’t presented, then the consumer is going to take the information that is there and make something up based on the assets and communication used.
The other easy error to make is that it’s a derivative of Coca-Cola. Probably because of the lines going up the side of the pack cueing the old Coca-Cola can Design.
So if you don’t explain what makes you different, the consumer may do that work for you and it may be wrong.
#Marketing, #Design, #Sustainability, #Packaging
