Mar 06

Generosity!

Posted by Wallentin in Uncategorized

I wish it were a buzzword! This term comes to my mind ever so often. I have spoken about it in my teaching since a long time. And here I come again: If you offer more than what the consumer expects, your brand or business will reflect a positive image. That’s what generosity is about.

The dictionary gives the following definition:

  • – willingness to give or to share time, money, etc.
  • – an act of unselfish giving;
  • – to be big hearted;
  • – you find also words as plentiful, free, abundant, etc.

Generosity is a quality – like honesty and patience – that we all probably wish we had more of. When you show generosity, you might give away things or money or put others before yourself. But generosity is about more than cash and stuff. When you’re forgiving and gentle to people, you show generosity of spirit. If you give others help or credit, that shows generosity. The world would certainly be a better place if more people showed generosity to others.

How can pack design develop this feeling of generosity? In fact, it concerns equally any other communication tool such as point-of-sale, advertising, word of mouth or sampling.

For me, generosity is more than ‘value for money’ which the Anglo-Saxons use for many marketing activities. Value for money is short term, while generosity, as I see it, is a long term concept. I also see it as highly emotional.

As the reader well knows, package design plays a vital roll in the promotion of a product through great design, mouth watering illustrations, perceived quantity or emotional involvement.

What pushed me to stop, sit down and write these lines as I walked through an airport the other day? It was the display in one of the many bars. Looking at the wall, you get the feeling that the bar has a lot to offer and it is here the word generosity comes in. You are not only offered countless drinks, but also a lot of flavours, tastes and atmosphere. Great package design makes you stop and purchase what was not planned!

Generosity cannot be small illustrations. In the case of food package, I think that 50% of the illustrations are too small to have a mouth watering effect on you. Generosity is also to offer something you did not expect and that is what great packaging can do:

  • – clear, suggestive, interesting verbal information;
  • – stimulating appetite or product appeal;

  • – stimulate your desire to discover something new and different (while respecting category norms);
  • – a prolonged satisfaction, as for instance easy reclosing and handling. Your pack should be your friend and not your enemy (many packages have failing opening devices or texts difficult to read).

Generosity is something which is never forgotten and therefore of vital importance to strengthen the link between the brand (or product) and the consumer.

Generosity shows you care. It means honesty, simplicity, good opening devices, etc.

I would say that the KEX (chocolate) tumble display is a great example of generosity and so is the Lindt chocolate bear display.

A transparent pack is almost always ‘generous’ if the product is appetising.

When communicating generosity on pack or POS, it can be both visual and, of course, verbal. The message “feel free to try….” is certainly an act of generosity!

So next time when you design, think GENEROSITY!

LW/February 2017

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