PiNG! Connecting with Your Consumer - Flipbook - Page 65
PiNG!
CHAPTER 3
1 Color and Shape
The first thing your consumer sees when she looks at your package is the
color. Does the color stand out on shelf and help
differentiate varieties within brands? The shape of
your package is a close second. Unique, proprietary
shapes can become as identifiable as a familiar logo
and can help create an unexpected landscape that
makes your brand pop on shelf.
2 Brand Name and Logos
Your brand name
and logo are almost always the elements with which
your consumer is most familiar before she enters
your category. You need to take advantage of this
existing familiarity and make sure that your brand
and logo are easy to find when they are surrounded
by competing brands.
3 SKU Description
Do not forget that your
consumer also wants to find the product she is
looking for without wasting a lot of time. Your
package design must use visual equity elements
that both unify the entire brand and clearly differentiate each SKU within your brand. And those
design elements must clearly communicate each
product’s benefits in a way that she can understand.
65
