Traditionally, packaging for food product needs to have “appetite appeal” – something which takes it from the shelf and into the trolley. Some design companies like the “sketch” approach to pack design, indicating a “homemade” quality to the product. While this can work in some niche premium categories, I have watched it fail in manyContinue reading “Food Packaging – Appetite Appeal”
Category Archives: Packaging
Colours and Culture
Certain colours have strong associations within cultures. In many Western cultures, black is associated with death. Traditionally, it was seen as an inappropriate colour for packaging food – “Eat this and die!” Time has moved on and black (particularly with some metallic colours) is seen as a sign of luxury and high quality (think ofContinue reading “Colours and Culture”
Packaging – Liking is not Enough
When you are assessing new packaging for a product, it is important to remember that “liking is not enough”. You will often hear both marketers and product developers comment about a proposed pack design – “Well, I don’t like it”. This may not be relevant for two very simple reasons: The person within the companyContinue reading “Packaging – Liking is not Enough”
Brilliant Reflections/Consumer Research Specialists 