Jul 08

Pack Attack #1 FIFA World Cup Hospitality Kit

Posted by Packaging Sense in Pack Attack | Uncategorized

Those of you who were lucky enough to get tickets to the World Cup soccer games in South Africa recieved your tickets and accompanying information in a clever slider package. Remember? Well, here’s the rare package again.

This is the first entry to be commented by Lars Wallentin in his Pack Attack campaign. Sure it’s borderline unsporting to judge from a pack shot alone. All we aim for in the Pack Attack is Lars’ gut reaction. So what say he of this Hospitality Kit?

– The technical design by Burgopak, with opening slides and acetate window and all, looks good. But the World Cup artwork should have the potential to stand out far better than this. I don’t have World Cup tickets and I don’t know what they look like – but I have seen the FIFA logo a hundred times on TV by now and it’s difficult to recognize the small logo on this package, says Lars Wallentin.

– I expect to see a Big One, like football or logotype, and a better hierarchy. But perhaps something that communicates is added when the content shows in the window of the package? It’s hard to tell by looking at this shot, says Lars Wallentin.

– By the way, hospitality is something you want to experience. Why label it on the package to say “the content exceeds your expectations”?
There’s a good piece of advice: don’t let the designation of your work in progress become a caption on the package.

Read more (PDF): Burgopak FIFA World Cup Hospitality Pack

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