Jan 16

Key visuals give you freedom

Posted by Packaging Sense in Advertising | Design | Logotypes | Uncategorized

… for better communication and stronger branding!

To have a colour (or colour scheme) as key visual is good. To have a colour and a shape or icon is even better. To have a colour, a shape/icon and a type style, preferably in the logotype, is the best of all! Why? Because it gives you more freedom to be creative around the visuals, still amplifying your identity and not watering it down.

There are a few good examples as for example Toblerone (triangle, orange/yellow colour, typography) or Nesquik (yellow, Quiky and typography), but the one I’ve decided to analyse today is Beiersdorf’s NIVEA.

When I did my last weekly store-check, I saw a special Winter promotion called “SWEET moments” which reminded me of last year’s promotion “WINTER Dreams”, in both cases a big tin containing various NIVEA products.

I had a great collection of NIVEA creams (which hascrumbled down since I have the habit to leave behind great designs when I teach) with hearts, landscapes, people, etc. These designs don’t go as far as the new “WINTER Dreams” or the “SWEET moments”, but I have my favourites such as the brilliant heart in the snow or the highly emotional ‘mother and son’ dressed in blue.

As may be seen from these examples which all amplify the basic blue NIVEA identity, the freedom does not only come from the different backgrounds, but also from different words as WINTER, SWEET or LOVE.

I have no examples here, but I am sure that Beiersdorf use other words with “NIVEA typography” for POS material as for instance “NEW”, “FREE”, “OFFER”.

In today’s crowded market place, the winners are those brands that reduce words to a minimum (which can be done when the words are in a logotype style), stick to their house colour(s) and use the icon/shape in a creative manner. This will strengthen the brand identity at the same time as it will communicate something that can lead to SALES!

P.S.: Even NIVEA is today the victim of young brand managers who want to change package design when not necessary. The two NIVEA Soft designs are a good example. Believe it or not, the one to the right is the new design!

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