The classical research carried out by Robert Zajonc proved that lack of consideration does not exclude emotional relation with the item, that is built automatically. Experiments conducted by Bock and von Rath, relating to efficiency of advertisements, brought conclusions that we give top grades to the products from the ads we have barely focused on. It means that we have noticed them, yet we do not have enough room to analyze their content thoroughly – informs Dominika Sikora, Brand Strategy Director, 4/4 Brand Design.
According to the expert, when referring this particular knowledge to the packagings, the fact that we don’t memorize, don’t pay attention to information about the rear part and sides of the packaging, does not clearly mean that they don’t affect our perception of brand and product quality. Therefore, a well-designed whole, in terms of functionality and aesthetics, is likely to contribute to the positive image and build up an emotional commitment – claims Dominika Sikora.
See some examples:
VITAGURT –the packaging inspired with the yoghurt’s consistency
Tiny clouds in the back of the packaging were placed to emphasize yoghurt’s nutritional values, a kite to mark the fat content, whilst pieces of “the sky”, going through the cloud patches, have turned into a spot, where composition details and technical comments were put in. A transparent idea, consequently run through the entire surface of the packaging, makes it comprehensible, distinct in its simplicity, and simultaneously unique as compared to other items placed on the shelf.
A craft cider coming from San Diego. Its image has been based upon the „novel adventure” concept and corresponds to the West Coast scenery. The whole design remains in compliance with this very idea: the text code in a shape of a mountain, with the tourist climbing it up, the pre-print in the form of levels, smartly using line and knot motives. The whole thing has been kept in ground-like colors, in order to highlight the craft, natural manufacturing process of cider. Master cartons develop the story and not only repeat elements from the unit packagings.
An infographic style is a future of information presented on leaflets, posters and the packagings. Due to its clear, understandable, and, at the same time, visually attractive character, it has been smoothly incorporated for the communications of the content related to ecology and environmental protection. To stress the “traditional” way of manufacturing of curdled milk and natural profile of the product, the back of the packaging has been dedicated to illustrate the process. The picture has been made using a monochrome line, referring to the engravings enclosed in books from 100 years ago.
The expert adds up that hand-made pictures are the motive, that has become popular in the brand communications: with no pretentiousness, no irrelevant words, it is possible to deliver a net of associations with the brand and product. Playing with finding the historical traces and right connections could spur consumer’s involvement.
Emily Fruit Chips is a start-up, based on love of Emily and Alex, and their common passion: travelling, fruit and crisps. The reverse of the packaging tells this story in an interesting manner: it contains a hand-written letter from Alex to Emily, which cleverly matches the love thing with fruit-oriented metaphors. It is a full of warmth, female design, emphasizing an opportunity of healthy snacking, without feeling guilty.
Fronts of the packaging constitute a richly illustrated story, inspired with a beauty of the Peru nature, the place, where magic Magia Piura chocolates come from. A multicolor, multi-component fronts have been contrasted against a thorough design of the packaging’s rear part. The product features a pure, simple composition and not much of a content highlights it in a best possible way.
Dominika Sikora points out that the packagings are increasingly replacing cook books: semi-finished products could be used in many ways, yet we don’t always know, how to apply them. Thus, the packagings provide inspirations and recipes, that present, how to make up new dishes, putting not so much of effort. The buying lists give additional hints. An arrangement of a photograph, showing the countertop from above, shot in the cooking process, delivers authenticity and is a promise of fine eating.
A bar code, that constitutes the key element of the rear label. It strengthens the feeling of natural character, taste (well-seasoned with herbs).