Can it be said better? I doubt. On a recent business trip to Austria I was once more reminded of the fact that in every single market in Europe we ‘overcommunicate’. Not only on packaging, but equally on POS, outdoor advertising, TVC or print.

If  packaging technology improves daily, the quality of communication decreases for each day. When digital technology helps us to communicate faster, cheaper and more easily, the quality of what we communicate gets worse.

Not with all companies. Some do it well, such as most beer brands, Mars, Apple, McDonald, IKEA, etc. But about 80% deal with communication in an amateur way.

• Why have two logotypes (same brand) on a given surface, as they often compete with each other for attention?
• Why are brand logotypes so small or without supporting icon or colour scheme which we do not see, nor remember who is trying to sell to us?
• Why do we have more than 2-3 messages on a given surface when we know, and tests have proven to us, that our brain is not interested in more?

The above three comments are surprising when branded products have to fight for being seen surrounded as they are by an ever increasing number of retailers’ own products. If you are not seen you cannot be bought is a statement which reminds us of the importance of simplifying in order to amplify the main message.

As mentioned above some companies ‘have got it’ and do well understand the limitations of the human brain thus being efficient when communicating with the consumer.

For the others, here are a few advice to design a package (front and back) that stands out on the shelf and that invites to be read.

Rule no 1:  Strong brand on the front, no brand on the back. Strong brand means strong product brand as that is what the consumer buys. Strong brand can mean BIG logotype, but also interesting icon/spokesman, powerful colour(s)/pattern or contrast. It goes without saying that if a corporate (umbrella) brand is considered it must be strongly linked to the product brand to have maximal effect.

Rule no 2:  A powerful RTB which triggers new consumers. Do not whisper it … shout it out in a bold manner on top of the illustration, the brand or icon. The design becomes more 3D which is the sign of a contemporary product. Be inspired by the front page of the weekly press. They know how to sell, week after week.

Rule no 3:  When developing the RTB, if it is a text, try to inspire your best copywriter, the one who knows the value of words and their impact. If the RTB is appetite appeal you need the best food stylist to bring out the unique taste, structure or size impression. If the RTB is a technical feature then be sure that it is understood. If not, you are wasting money. ‘Do it BIG’ also means do it strong and convincing.

Rule no 4:  Make the back of the pack worth looking at with the help of

a)     constant change. You never read a text twice;

b)     short text and BIG. Remember the title. Consumers do not read small texts;

c)     the back panel being the service panel you need a BIG website if you wish consumers to contact you. The better consumer contact the more efficient marketing expenditure.

These were just a few advices how to ‘make it BIG’ in order to better capture the consumers’ interest. If not done, I suggest you stay in bed.

LARS WALLENTIN

Corseaux, September 2009

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