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Shelf Impact! Marie Mohan

VIDEO: Innovative Closures for Pourable Products

With its unique design for controlled dispensing of liquids, Weatherchem's LiquiFlapper® closure is the perfect combination of ease of use, shelf impact and safe and secure packaging. Choose from the small orifice design for thinner liquids the larger orifice for higher viscosity products.

Mold-Rite Plastics | Weatherchem | Stull Technologies

Payne Opens Up Its Packaging Resolved Survey Results

The difficulties in opening different types of packs are of far greater concern to most consumers than environmental critisims, such as perceived over-packaging. This is one of the findings of a major quantitative research study carried out on behalf of packaging specialist Payne.

Payne Worldwide

xpedx is Packaging Expertise

xpedx helps you find smarter ways to market your products and generate profitable sales. By bundling together innovations in design, engineering, materials, equipment, workflow and logistics, you can lower costs, improve quality, promote sustainability and optimize the supply chain. Click this ad to learn more.


Cartons Deliver Shelf Impact

Cartons deliver four sides of billboard space and a surface perfect for high definition graphics – a blank canvas for brands to tell their story, promote premium product benefits and offer promotions. Evergreen Packaging can help brands get the most from their packaging design with our Shelf Impact Program.

Evergreen Packaging

May 3, 2013
In This Issue

thumbVisual trumps verbal in creating a memorable brand identity

Ask consumers to envision a brand, any brand. This isn't a meaningless exercise.

thumb Clarity and boldness mark new Doritos global brand identity

A design that is flexible enough to accommodate regional preferences, yet rigid enough to ensure a harmonized identity across the globe: that was the challenge set before Hornall Anderson UK when PepsiCo's Frito-Lay division appointed the design firm in fall 2011 to create a new global brand identity for its popular Doritos-brand tortilla chips.

thumbPackage Gallery

Eight principles of sales-effective package design

By Adam Spriggs Strategy Consultant, Interact OnShelf

Since the bulk of all purchase decisions are determined at the store shelf, the first priority of your packaging should be to account for the reality shoppers experience there. How well you've designed your package to account for what the shopper sees, thinks, and reacts to while in your category can positively or negatively influence your sales performance on a daily basis. To help you convert more shoppers into consumers through your packaging, follow these eight principles of sales-effective package design.

1. Stand out: You're doing it wrong. Standing out on the shelves of high-volume retailers amongst a sea of 30,000-plus products requires boldly different approaches than what most brands are taking. Break the rules, break boundaries, and break new ground. You'll never know your true sales potential if your package doesn't effectively work to nab the shopper's attention.

Packaging's number-one responsibility is to get noticed. All brands know this, yet most of what we see in stores is brands blending in, instead of standing out.

Shoppers fight grocery store attention-deficit disorder with routine and speed. To attract new customers, we have to design to interrupt those shoppers who are on a B-line path to the brand they buy week-after-week. When shoppers survey a category from three- to four-feet out, we have to stop the scanning eye.

Don't go barging into your design team's office demanding the loudest, most obnoxious package the category has ever seen; there are tactful ways to stand out. Consider introducing a new package structure that also improves the consumer experience, or utilize colors and symbols, or strokes and borders that are designed to attract the eye from a distance. Do what hasn't been done, go for it, stand out. To sit quietly on shelf is to leave sales on the table.

2. Present a clear hierarchy of information for hurried shoppers. Hurried shoppers gravitate toward packaging that presents the most pertinent information in the most prominent and organized fashion. Those brands that design with respect for hierarchy are positioned to appeal to shoppers who just want to grab and go. Limiting and prioritizing copy and design elements on your package are 101-level fundamentals, yet it's so tempting to throw in one more claim or symbol, or introduce yet another font style—but this is an urge that can bring overwhelming disorder to the eye.

Beyond knowing that the eye wants to read top to bottom and left to right, mastering hierarchy involves knowing that shoppers in the canned tomato aisle hardly need to see the word tomato; they are more interested in finding the type of tomato they need—chopped, whole, stewed, diced-faster. Read the full article



Visual trumps verbal in creating a memorable brand identity

By Ted Mininni, President, Design Force, Inc.

Ask consumers to envision a brand, any brand. This isn't a meaningless exercise. The information it divulges is important, and it's surprising that marketers don't solicit this kind of feedback more often. Here's the rationale: People are visual. Strong visual design assets stick with consumers more than verbal communication. That's why packaging plays such an important role in the marketing mix. It makes the brand tangible to consumers and creates visual recall in their minds. When asked to envision a brand, quite often, consumers will call the packaging to mind. Not only that, they will recall specific visual aspects of the packaging.

Think about what happens in advertising. Products are usually depicted either being enjoyably consumed or being put into use, depending upon the category. Close-ups of product packaging are shown, often more than once, so that consumers can recognize it in retail environments. Over time, with repetition, the packaging and its visual assets are firmly associated with the brand. That's great until these products appear in retail stores surrounded by competing brands.

Even though advertising helps to build brand recognition, purchase decisions are ultimately made at the retail shelf where competition among brands is fierce. Packaging that is visually dominant and convincing gets consumers' votes. It sells the brand above all of its competitors' brands. Visual cues are honed in on before verbal brand communication is, making it extremely important to ground the package design with the correct imagery, an icon or visual hook, typography, and color to deliver real impact.

Too much consumer product packaging fails to attract the eye, ensuring that every bit of verbal brand communication that might be a difference maker in purchasing one product versus another goes unread. Hence the power of visual versus verbal brand communication. Read the full article



Clarity and boldness mark new Doritos global brand identity

By Anne Marie Mohan, Editor, Shelf Impact!

A design that is flexible enough to accommodate regional preferences, yet rigid enough to ensure a harmonized identity across the globe: that was the challenge set before Hornall Anderson UK when PepsiCo's Frito-Lay division appointed the design firm in fall 2011 to create a new global brand identity for its popular Doritos-brand tortilla chips.

According to Alastair Whiteley, creative director for Hornall Anderson UK, before the rebrand, international and U.S. packaging for Doritos had two disparate brand identities and multiple packaging variations. "We needed find a solution for this global brand inconsistency," he explains.

Other goals were to activate the brand narrative, improve the relevance of the brand for today's global consumer, and reestablish Doritos' category leadership and cultural distinctiveness. The starting point for the project was an in-depth study of the brand's core demographic-teens and young adults. This included observing shoppers in the retail environment, at stores in major cities around the world.

"Shopping environments and packaging expectations can be totally different across the globe," says Whiteley. "Seeing how the brand functions around the world makes you realize the every detail is important. We sought to establish what was unique to Doritos and how to best achieve an emotional connection with their core demographic." Read the full article

Package Gallery

A closer look at the newest trends in today's packaging.


'Considered Curation' directs design of herbal martini

Boasting a "collage of global ingredients," the new ALTAR line of herbal martinis has been introduced by a Portland-based company of the same name that claims to have developed every detail of the brand—including its package design—using "Considered Curation." Crafting the brand presence as carefully as it formulated the beverage ingredients, Altar worked with Gooder Companies, to develop the overall aesthetic, typography, and information hierarchy for the packaging, an apothecary-style, 750-mL glass bottle. "Gooder developed a considered and unique glass bottle that was meant to represent old meets new-a beautiful, tall, and strong vessel just waiting to be discovered," relates Sarah Goldberger, chief marketing officer for Altar. "The branding platform's narrative seeks to marry old-time apothecary with California contemporary, meeting the demands of sophisticated consumers." Leading the art direction for the package was OKO Design Studio, which worked with Altar to create the shape of the scalloped-edge label, meant to capture a "retro speakeasy/apothecary aesthetic," explains Goldberger.


Quirky collages make premium spice brand accessible

Eccentric Victorian characters artfully etched, a bold color palette inspired by the exotic side of nature, and photorealistic images of spices in their raw form all come together in quirky new package graphics for spice brand Green Saffron, designed to convey the farm-fresh nature of the product and the exuberant, colorful personality of company founder Arun Kapil. "Arun is the 'eccentric character' at the heart of the brand—full of vitality, curiosity, expression, and passion," says Simon Pendry, creative director for Blue Marlin London, which created the brand identity and visual positioning for Green Saffron. "There is also an eccentric side to the products. Green Saffron's recipes push culinary innovation, experimenting with new flavors and exploring whole new avenues of taste." Inspiration for the vibrant and whimsical package design came from the idea of "Fresh Alchemy." The Victorian-era themed etchings used in the package graphics are custom to each spice variety and were created in-house by Blue Marlin London. Packages—with deep, color-drenched backgrounds of eggplant purple, forest green, warm yellow, and deep orange—are printed using six colors or less. Matte laminations, matte varnishes, and uncoated inks are used to give the packs an uncoated feel.


Pepsi launches first new bottle design in 16 years

Pepsi has unveiled a new, single-serve bottle for its Pepsi trademark portfolio, including Pepsi, Diet Pepsi, Pepsi MAX, and Pepsi NEXT, marking its first design update since 1996. A visual expression of the brand's "Excitement of Now" positioning, the bottle rolled out in markets nationwide in April, in 16- and 20-oz packages, with full conversion taking a few years. The new bottle's bold swirl and elevated profile reflect the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers, the company says. The etched, grippable bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself, Pepsi adds. A new, 12-oz glass bottle will also be offered as a premium package in select stores. The new bottle is the first iteration of the redesign of the full portfolio currently underway under the stewardship of PepsiCo's chief design officer Mauro Porcini, with additional elements to be rolled out throughout the year.

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