Recently, we created a little chart to help a client understand the role of design and information hierarchy in product packaging.
To keep it simple, we used a milk carton.
We used only three pieces of basic information: the manufacturer (Smith), the product identifier (Milk) and the milk fat content modifier (1%, 2% or Vitamin D Milk). It’s what Americans see everyday in the dairy aisle.
We then explored how design decisions affect the product – the basics like information hierarchy or the use of type (e.g. a script type to emphasize “freshness”), the use of language (e.g. cheerful “Mooo Milk)”, color (to reinforce differences in fat content), illustrations (to tell a provenance story) and even form factors (e.g. glass bottles for “premium”). You can see the complete exploration on the chart, especially when you zoom in.
On the bottom of the chart, there are two examples of how it all came together: ”Good, better, best” shows how design influences quality perception, emotional product narrative and differentiates products. ”Shelf Blocking” then proves the power of design to aid shopability and create shelf presence.
In the end, we were amazed what the humble milk carton taught us about the AWESOME POWER™ of design. Design affects product, and what affects the product affects sales.
For fun, we drew a human figure on the whiteboard in the kitchen of our office and everyone was invited to associate brands with any part of the body, writing them on the board. The Brand Body Index captures the results. At first, its very funny to read all the familiar associations, but then you realize the extent to which consumer brands have managed to “own” your body. Its kind of happy and sad.
This is a recruitment ad from Herman Miller. Nicely done.
This feels very much on brand for them, and it shows what an important part brand can play in attracting talent. Simply put, great people want to work for great companies.
This is a placemat I picked up at a family pizza joint in New Jersey. It keeps the kids (and some grown-ups) occupied and quiet while you wait for your order. And you know how important that is if you ever had the pleasure of eating out with children.
I love it because it’s just such a simple, fun idea to make everyone’s dinner experience more enjoyable.
Target’s up&up clearly defies gravity (see video) and breaks with the conventions of a private label brand. Spreading good cheer in people and wallets since its launch in April 2009, it is now available at a Target near you.
