As one can learn as much from good as from bad examples, I passed by our local Nestlé shop with the idea of selecting one example each of these categories.
Starting with the timeless, I have chosen the S. Pellegrino label, i.e. a design that has found its final form. This is a design that cannot be improved upon, except temporarily modifying it for a promotional purpose or using it in a more dynamic manner as on the 6-pack.
If I now jump to the bad pack, I have selected a KitKat design for the following reasons:
- • too much, too much, just too much – 13 messages on the front!!
- • too busy, i.e. too complicated layout with too many design elements;
- • no appetite appeal – yoghurt floating on a red background is not very appetising;
- • wrongly presented “PopChoc” balls. In reality they are twice as big!
If you add to this that the same overcharged layout is repeated twice more, the reader may well understand that this design is what the British call “a dog’s dinner”!
Furthermore, this should in my opinion not be a KitKat product as KitKat chocolate falls into the confectionery range, while yoghurt is a nutritious product. I also believe that the basic “break” idea should never be forgotten! Here I can only say “good luck to this brand extension!”
As an example of a good, or even very good design, I could choose almost any PURINA design, as they are always emotional, understandable, informative and contemporary.
Today, I choose PURINA Pro Plan Optirenal for house cats, a product that helps cats to have healthy kidneys. It has the QR-code it says on the front “nutrition, science for health”, i.e. 3 loaded words. The grey design gives it a trustworthy scientific image, most likely what the positioning of this brand is all about, but please never white text on a yellow background (front and back)!
What I like most is the back panel where all the legal text appears in 9 languages enabling the product to be sold in 14 countries! The key information, i.e.
- • dosage (weight of cat);
- • promotes a healthy digestive transit;
- • controls hairball formation and safely & gently moves hair through the digestive tract;
- • contains vitamins, fatty acids, dietary fibers and a natural prebiotic, etc.
is very legible and translated into 4 main languages. Well done! You got the hierarchy right.
So what is then excellent? Well, one of the latest Buitoni pizzas, La Toscana. It has excellent food photography and good typography; it has the brand in the middle which, in my opinion, is a better place than on top. It has maximal appetite appeal and it highlights that it is “extra crusty”.
Unfortunately, there are still too many Buitoni logotypes on the service panel, the hierarchy is not the best, too much repetition and still, Buitoni made this panel interesting and I read it!
Once again there is a superfluous GDA (with wrong text!) on the front where it does not belong. In my opinion, consumers eat pizzas for taste and pleasure, not counting calories! Moreover, the calories are clearly indicated on the back among the nutritive data. Nonetheless, it is an excellent design that helps to sell a lot of pizzas I am sure!
I leave it to the reader to make his own judgement.