Take ONE thing off of your packaging!
In the words of the immortal Coco Chanel: “Before you leave the house, look in the mirror and take one thing off.” Why should it be any different with packaging? Much like great style, great packaging design is about expression. The expression of your brand personality. The expression of your unique value proposition.
At GRO, we talk about simplicity a lot. Complex problems often have simple solutions. For branding, use this formula: target consumer’s need+unique solution=purchase. Are you solving a specific problem for someone? If you’re not, go back to the beginning and work on the product. If you are, refine your message. What is the simplest way to bring your message to life through design? Refine. Distill. Refine. Distill. Whittling it down is a process.
Being decisive is the key to distilling harmony from chaos, which can be hard if you are inside your brand. Once you’ve found the core value, keep your package simple. Reserve the front of the pack for the most important claims and messages and put everything else on the sides and back. DO NOT cram it all in. Sometimes more is just more. Remember: the more you say, the less people hear.
Which of these packages communicates the core brand message faster?