Great tricks of the trade to help food packaging stand out on shelf and communicate "FRESH!" to consumers. These five design tips can help any new product package and elevate your food packaging design.
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1. How can you sellshoppers on the idea that your product is
fresh?
2. Here are ourfive favorite strategies.
3. Retailers and CPG companies areusing visual cues of the
farmersmarket or farmstand to evokefeelings of freshness and
nostalgia.
4. Fresh-pickedon a vine or with leaves
5. Woodgrain, wicker or basket weave
6. Products within a farm/orchard container
7. Touched by Hand
8. One step removed from the source.Its as if the
farmer/baker/butcherpulled up to the storefront andunloaded goods
for immediate sale.
9. Handwritten chalk type on a black slate surface
10. Thin, script-y handwriting quickly dashed off with a
pencil
11. Illustrations are loosely sketched
12. Labels are slightly askewor stamped to evoke
hand-application
13. The most common freshnessstory on food packaging is
throughappetite appea l. ooh chocolate!
14. Trying to appeal to a shoppersbase sense o hun er leads
foodcompanies to develop bigger andbetter appetite appeal. before
before
15. Trying to appeal to a shoppersbase sense o hun er leads
foodcompanies to develop bigger andbetter appetite appeal. a f ter
a f ter
16. Appetite is tricky. Its easy for thelook to be a letdown if
packagingprinters arent held to strictstandards. yum! gross
17. The marketplace is overwhelmed by pictures of food.
18. You need tobe unique tostand out.
19. Colorful
20. It is difficult to use only color as ameans of conveying
freshness, butcombined with other visual cues ithelps a brand stand
out on shelf.
21. Bold, vibrant natural colors
22. Colors found in fresh produce
23. Be mindful of color cues that shoppers associate with
categories Green = Blue = healthy seafood
24. Transparency
25. Todays consumerswant to know theorigin of theirpurchase.
Wheredoes it come from?Who made it?
26. With productreviews a quickGoogle searchaway, a brand
storyshould be honestand transparent.
27. Any on-packtransparency storyshould answer atleast one of
thefollowing questions:
28. Who made it? Jaime
29. Who made it? How is it made? Fair Trade Beans!
30. Who made it? How is it made? What is it made of? Real Whole
Coffee Beans!
31. Who made it? How is it made? What is it made of? Where did
it come from? Thats in South America
32. Freshness sellswhen its transparentand authentic.Choose a
story andstic with it.
33. If you want to improve your freshness story, get in touch
with Liz. Liz Schwartz Vice President - PKG
[email protected]
