Thursday, September 23, 2010

What You See Is What You Get

To create instant visual recognition, depict the interior product on the outside of the packaging.  It sounds like a no-brainer, but you'd be surprised how many people sacrifice that click of recognition in the service of a pithy concept that ultimately falls flat if the packaging is unclear.

I talked in my last post about how desire got lost in the abstract design of the Terra Kunza packaging, and then, as a counterpoint, how the Naga bar persuaded the customer to give an avant-garde food a try by including a well-styled photo of the ingredients.

Another approach to creating product recognition is using illustration.  Take a look at this quail egg packaging:




It's clean, functional, modern, and pretty cute.  Quail's eggs aren't a weird food, especially in the Czech Republic (which is where this originates), but they're speckled and a bit ungainly. The illustration connects us with the edibility of the egg—it makes it familiar, comfortable.  (via Lovely Package)

Obviously, this works better with conventional foods (have you ever tried to draw Chicken Paprikash?), but this concept actually performs ingeniously when you're going for visual recognition with an indistinguishable food.

This is Pearlfisher for the Jamie Oliver line.  I have a whole post of love coming about that line and the J Me brand.  In this particular example, spreads are given a very simple but effective treatment.  Each label shows the primary ingredient of each spread as an iconic stamp, creating visual connection.

This is especially important with products like sauces and spreads because it's difficult if not impossible to figure out what they are without some kind of call out.  Because this packaging is so visually effective, you don't really even need words (though the typography is awesome).

Keep it simple, keep it clean.  Visual recognition is vital.

1 comment:

  1. Our favorite jam is a good example. Just looking at it makes me want to eat it.

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