If you are a brand with lots to say it’s often a challenge to work out how to fit this on pack.
Lots of brands out there offer a variety of benefits or have a variety of different accolades that they are keen to showcase to potential new consumers.
One of the biggest challenges is then, how do I fit all of that in without it looking like a ‘poundshop window’?
There are two things to bear in mind here, is it better to put everything on or be single minded and focus on one or two of these benefits AND how do you create a robust architecture which permits pride of place without interfering with any of the main communication?
Have a look at this example from Rakusen’s. All of the benefits and accolades are crammed up in the top part of the pack and so tend to saturate the main brand logo and product communication.
In fact, it’s hard to know where to look first.
Imagine taking a step back and looking at this on shelf, from around 2m away it tends to just look like a jumbled mess. This is because you have multiple components, all at the same size annd all competing for attention.
It’s much better to think about creating a foreground, a mid ground and a background in order to control how and when a consumer can access this abundance of information.
Confuse a consumer and they’ll struggle take everything in.
#Marketing, #Packaging, #Design, #Branding
