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.
Image 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.”