Product packaging has an incredible impact on our daily lives. Our perceptions of products and the decisions to purchase them are influenced by everything from the structural design to the graphic design used to communicate a compelling story about the product inside. Having spent over 30 years in the packaging industry, we love finding new and different packaging ideas that break the mold. Every other week we’ll be examining packaging that catches our eye and sharing our insights with you.
This week’s packaged FINDINGS: Kellogg’s Origins Granola
What impressed me about the packaging is that it stayed true to the carton architecture, which is important for creating a branded look across structures. I also appreciated the legibility of the ingredient copy and the ability to quickly and clearly find the expiration date on the back panel of the package. Finally, I found the window displaying the granola inside the package a great benefit and wonderful feature.
However, I feel the design team could have taken greater time to consider the implications of some of their decisions. The overall color palette of the design is somewhat dull and muted with details on the images lacking sharpness, contrast and depth; most notably the Origins banner. This caused it to be nearly lost in the beige background color. I also wonder if the designers considered the implications of the natural structure of a full bag and the crimping that accompanies this type of bag once it is loaded with product. The rounding and softening of the main display panel tended to obscure important components of the brand architecture and supporting messaging, the principal function of a package! Ultimately, I found it easier to read the package when laying flat on a table than sitting upright.
Taken in total, it’s a nice alternative to the traditional bag in box packaging in a crowded segment. But, was it enough to make me buy or share with friends as a new find? Not quite.
We invite you to share your thoughts on this or other packaging you’ve come across. If you’d like us to comment on packaging that’s caught your eye, send us an image at firstname.lastname@example.org.
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