Feb 09

Want to be noticed…? Amplify! Exaggerate!

Posted by Packaging Sense in Trends | Uncategorized

My advice “simplify, amplify and repeat” has never been more actual than today when young marketeers believe that everything has to appear on the front of the pack.

To help these young marketeers, here are examples of great communicating packages which show that in order to stand out and be seen, we have to exaggerate something in the design. This can obviously only be done if we at the same time reduce or simplify other messages by relegating them to the back panel.

There are basically 6 ways of doing this. Here they are:

  1. Dare to be different!
  2. Optical size impression
  3. Make it big!
  4. Real exaggeration
  5. lots/much/many
  6. Use more than one side

Let us for once start with the sixth advice and look at the outstanding, brilliant corrugated banana box from Chiquita. Can it be done better? Please also notice that the product denomination is only PREMIUM as it is superfluous to say bananas.

The 5th category shows packages with lots/much/many… this can either be done by enlarging considerably the illustration as on the Kleenex tissues (a Pentaward winner) and the wheat on Tesco’s Biscuits pack, or by reducing texts to allow lots of product which is translated into lots of taste. This is the case for the two Marks & Spencer orange and clementines packages.

Package design is about SELLING PRODUCTS and can it be done better than shouting out “HALF PRICE” (Yoplait) or “NEW” (Nescafé)… I don’t think so! Unfortunately, we see very little of this approach in today’s supermarkets.

A very similar approach is to make the pack look optically big by enlarging something. The Fazer brand in Finland has gone very far. To explain what I mean, I have, for my own pleasure, re-designed the Special K bar pack, but I doubt a brand manager would go as far, although this design

  • looks bigger (i.e. more product);
  • has more taste (bigger fruits);
  • doesn’t have GDA on the front;
  • has only a small corporate brand Kellogg’s at the bottom.

You can also just ‘play it big’ as the Finnish “Bear Beer” or the 6 pack for one-and-a half litre S. Pellegrino. Personally, I like the quality stamp as a branding device which you can see on Stroeget in Copenhagen if you pass the Royal Danish shop.

Last, but not least, you achieve impact and interest if you dare to be different! Here are a few great examples for inspiration:

Tango handle with care

REAL handcooked crisps

Tyrrell’s black pepper crisps

and two designs that use a person’s head: Barilla pasta promotion a few years ago with those wonderful children’s faces and the take home Pizza Pronto with outstanding drawings by the artist Thomas Ott. This article is about thinking outside the box and the pizza cartons from Pizza Pronto certainly do this!

LW/January 2016

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