Analyzing good vs bad packagingfrom @shwinnabego

Transcript

This is another great example of why brands always need to think about where their product is sold and what they're communicating through their packaging design. I came across this post from the CEO of this rank, Happy Wolf, where she was like, hey. This was a packaging design that we went to stores with, and we realized it wasn't worse, so we had to redesign this thing. They made some great changes, but let's break it down. Now for context, Happy Wolf seems to make these snack bars that are sold in the refrigerated section. Now here's what the brand has going for it. The first thing that grabs my attention is it takes up a lot of space on the shelf, good in both colors and names, but the name Happy Wolf really communicates nothing about the product. Counter that to a name like Skinny Pop, which gives you a sense of what to expect from the product. Tier fact that this is a relatively new brand and the name doesn't communicate much about the product, well, the main callout shouldn't be Happy Wolf because most customers are actually discovering it for the first time here. They're not coming into stores being like, hey, where's the Happy Wolf? So it's clear in the rebrand they took this into consideration and made this much smaller. Second, with food products, visuals and photography often matter quite a lot. So making the bars look more appetizing and front and center does a good job by quickly communicating the product, and you have clear highlighted language here that explains exactly what you're looking at. When I look at these things up here, I'm like, okay, those are bars because they come in a bar form. Whereas Happy Wolf comes in a box. I have no idea what's in there. So making this a clear call out is smart. And rather than having small call outs over here, they've now highlighted the product is nut free and contains real ingredients, which I imagine was guided by some customer feedback that they got. When thinking about packaging design, always, always, always think about the context in which you worse selling and what you need to communicate to new users at a quick glance.