Negative space on pack is powerful if used well, but don’t let its usage be detrimental to your communication
A little moment of calm on packaging can be a great way to own the shelf. It gives somewhere for the eye to rest and can aid in shelf blocking.
However, this should never compromise the rest of the communication on pack. Have a look at this example from Hartleys. All the communication has been squished into a small area on the front of the packaging making it impossible to read at a distance.
The net result is that the whole pack becomes unbalanced and the information inaccessible with the sugar-free communication taking more of a lead than the brand communication part.
Brands should always adapt their communication to fit whatever canvas it’s going on. What may work on a pot doesn’t necessarily work on an outer carton.
Negative space can be an incredibly useful tool but never leave the communication fighting over the remaining space.
#Marketing, #Design, #Branding, #Packaging
