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4. Brand identity (Letter): It’s good to own a word (e.g. Absolut), but to own a letter is extremely better. Kelloggs is one of the examples, having a success story with its low-cal cereal “Special K”. My favorite is, the Norwegian Brewery Hansa who uses the letter “H” in a very powerful manner.

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In packaging design, there is always a question of whether typography communicates or whether it is just letters placed together. Here are 10 types of using letters and typography style to communicate:

1. Quality: This is when the letters express their product quality, be it low (Migros Budget), high (calligraphy Grand Cru) or another style. For products such as wine, spirits or chocolate there many more examples.

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At this time last year, Hershey sued Mars over their packaging designs. The designers of Hershey’s and Reese’s chocolate candies says their opponents at Snickers, M&Ms and Dove candies had copied their packaging.

The lawsuit, filed Monday in Harrisburg, contends that Mars’ packaging of its Dove peanut butter chocolate Promise squares is trying to have the same patented orange, brown and tan wrappings of the Reese’s peanut butter chocolate products that Hershey has marketed for decades.

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The more colors you use for your packaging colors, the less serious the product – a simple combination of two colors can look more elegant and classy, depending on the type of decoration of course.

White Packaging: it is safe, basic, unadventurous and conservative, but a good choice where you want to create the impression of cleanliness, purity, efficiency or simplicity.

Black Packaging: Black is the color of power, authority and control. It makes products appear heavier and more expensive and transmits a higher perceived value. Black adds a degree of mystery and intimidation on one hand and elegance and class on the other.

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1- Take advantage of early ideas: You can draft some initial ideas to get a whole visual of your product in the end. Compare your rough draft to some of the competitors’ packaging to identify the current trend.

2- Think of “Less is more”: Make sure the packaging performs what is necessary, nothing more. Custom packaging can be expensive and if it serves no purpose, a waste of marketing budget.

3- Know your audience: Knowing the target market for your product, including identifying their expectations for it. Investigating the end users will help determine the most effective and eye-catching packaging.

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Bottle Design

Branding companies always do thorough researches about their client’s packaging and hire talented designers for making the concepts. They know that many consumers are impressed by the product’s appearance. I’ve learned that creative packaging has become a type of advertising for a product to stay in customers’ minds quickly.

Beverage sales are not any exception.

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Charles  Chocolate

Customers will definitely be happy to put their hands in their pockets for something that looks simple and artistic as opposed to confused and overly designed. This purchase-for-appearance thing only works the first time around, though, because the second purchase will be based on taste – this is quality that matters.

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