business, customers, Design, Marketing

In Your Face Branding

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I think you can guess from the bottle that this is milk, and guess what? It’s yummy!

Simple design, colors that attract the eye, splashing graphic.  It is all there to reach out and grab your attention from a shelf stocked thousands of products with same-old same-old packaging.  Square cardboard containers with milk….Beware, there is a new kid in town.

In a world where products have less than 30 seconds to capture our attention today, this is where graphic designers are going. Thinking out of the box, and with milk this one is really out of the box, and BAM, hit us with eye-catching, emotional images that get us to lay down the dollar.  Now, not too many consumers today remember the glass milk bottle, but images are popping up all over to recall the days of milk delivery.  Yummy?  Why of course, it says it right on the bottle!  Cool colors, and I don’t mean hip, I mean, cold and cool.  It has everything necessary to capture the attention of a new generation of milk drinkers who are all going vegan.  “Maybe this milk thing is worth a try?” they may ask themselves. (Well that might be a stretch, but you know what I mean)

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OK, memories again.  Easy-Bake-Oven anyone?  Sure, every girl dreamed of one when she was seven, so why not bring back the current, grown-up version?  I personally love the snicker doodles, since they were the first thing I ever baked in “Home Economics” class.  But I do not know a single person, other than my Dad, who even knows what a snicker doodle is!  Who is this being marketed too?  40+ nostalgic?  Or are we looking to capture a generation of people who are not sure what that big, aluminum machine is next to the kitchen sink?  (oh, we cook in that thing….)  I love the idea.  It is cookies using the brilliant and easy to use pizza box packaging.  About time, right?

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I saved the best, and most enduring for last.  Nothing new, but why mess with the tried and true.  Images speak to the heart.  We are so lost in our smart phones while walking down isles that when we glance up, for just a second, our eyes capture what we really need and desire.  Images.  “Oh, yeah,” says our brain.  “Fluffy needs a bath!”  Reach up, find the image that resonates with you….Bam.  Done.

Our eyes capture millions of images in milla-seconds.  Feed it.  There is no guarantee the product will outlast the solid brands, but if it has a good product within the packaging–with a realistic price–people will keep buying it.  Sadly many of these boutique brands today end up on TJMaxx shelves with red stickers on them, but they do make for a good holiday gift.

Is is trending?  or is it going to be the trend?  How do you think designers should approach packaging?

Design Bear
www.designbsquared.com

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