Oct 11

The killing of 7 myths

Posted by Packaging Sense in Advertising | Design | Uncategorized

First: you have to show your pack in your ad…

No! It’s not necessary, as most consumers are not interested in what your pack looks like. An ad has to show your brand identity and tell what you are selling; all additional elements are just overloading the message. Advertising is about convincing who you are, what you do and where to find you.

Second: There is only one way to show the GDA…

No! First of all, there is no legislation about GDA, so you do not necessarily have to show it either on the front or the back. This being said, I am positive to the GDA for certain products. The illustration shows how Jordans do it on their cereal pack.

Three: Recycle whenever you can!

We have only one Earth, so we better take care of it. Recycling material is one of many disciplines we should all learn at school as early as possible. However, recycling for instance small coffee capsules or plastic bags/tubs in a country like Switzerland does not really make sense as we have a very efficient incineration system which, in addition, produces energy.

Ecology is mostly about energy and here the coin has many sides, depending upon where you live. It’s about transport which is energy consuming and about the separation or different materials.

Fourth: The corporate (or product) brand must be in the upper left hand corner, on the front of a pack.

I don’t know who first stated this. Yes, we start reading a book up left, but a pack is something different. It’s about selling, convincing and interest. Here the rules are different. If you have a so-called corporate brand, it must be in close proximity to the product brand and as disturbing as possible, so it can be below, above, on top, etc.

Fifth: People do not read back panels or people do read back panels.

Both statements are basically wrong! Pretending that nearly all consumers read the nutritional information is, in my opinion, based on market research where most likely the consumers, when questioned whether they read this information, will answer yes, they do. But they will most certainly only read what they understand, like for instance calories or ‘gluten free’.

The fact is that most people do not read back panels because they are boring! It is a pity that most designers and  brand managers are satisfied with the designing of the front and little attention is given to the other sides.

Sixth: You need the logotype and the product name on the back.

Why? When you have picked up the pack, you know what you have in your hands and, during my regular store checks, I see no packs that are placed the wrong way round.

Seventh: There is a standard size for the barcode.

Yes and no. There is a minimal size in relation to print quality, contrast, etc. but the code, if it answers the above criteria, can be as big as you like. I personally like the Kellogg’s barcode that can be read on several sides of the pack, or the Mackmyra Whisky from Sweden made from barley.

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