How Do You Turn A Food Brand Into An Icon?

When we talk about packaging today, the factor that’s been getting most of the attention is sustainability. But food-packaging materials aren’t necessarily what sells a product and seals it into a consumer’s subconscious. Design is what gets that job done. While consumers are concerned with the ingredients found within packaged foods and are now more conscious of what may happen with that package once it contents are gone, design is still the trump factor when it comes to building brand. If you want to really achieve shelf appeal, a good graphic design may be just as important as the way your product tastes and how it’s bagged, wrapped, or boxed.

Unwrapped: The Subtle Joys of Food Packaging | The Atlantic

leadImage Source: The Atlantic

“Graphic designers found new ways to trigger consumers’ Pavlovian responses through more nuanced typography, illustration, and color. The result was a dichotomy between mass-market and upscale products, with audiences often willing to pay more for food products that were designed with more sophistication. […] Critics of packaging argue that the best package is no package, suggesting a return to the venerable ways of selling food in bulk from burlap bags and wooden barrels. But branded packaged goods are not going away just yet, and good design can not only addresses sustainability issues, but also make the stressful supermarket experience a little more enjoyable.”

In your experience, does graphic design play a big role in the way you market and sell your packaged products? Do you think design will always be such a strong element in the food industry, even as consumers become more focused on sustainability and cost-savings through what they buy? Tell us what you think in the comments.