I've been in the aisles a lot recently interviewing consumers about packaging - what catches their eyes, what suggests natural and what doesn't, what's new, what's old. Women notice the nuances of packaging: the shape of the bottle, the shine of the cardboard on the cardboard sleeve, the colours, the font, all the pack messaging .... nothing misses their beady gaze.
So, how can you do it well? Here's a new example to learn from.
I repeatedly research pack design and pack communications for Firefly Tonics, innocent drinks, and Rude Health.
For Rude Health, we needed to compel attention for their - newly listed in 350 Tesco stores - granola. And explain what granola is - it's a new category - and unfamiliar. And compete with all those habitual brightly coloured cereal purchases in the cereal aisle. Off the back of the consumer research we did, Rude Health employed a bright colour, made the word Granola very big, made the product shot appealing (it couldn't be a window for technical reasons but it looks like one), listed out the ingredients clearly.