Brand development increasingly stresses the importance of strong packaging. Its high contact frequency makes packaging the medium par excellence for brand communication. Normally, the focus is on creating solutions within the confines of the pack’s current psychical shape. Changing the pack shape – its structural design – has far reaching consequences and, given the cost of technology, distribution and logistics, requires considerable investment.
It is not a step that the brand owner takes lightly. But pack shape offers excellent opportunities for strengthening a brand, provided it is done well. Claessens Product Consultants has researched the significance of structural design in reinforcing brand presentation. The article looks into this study and explains how structural design can have added value for both the pack’s visibility and its powers of persuasion.
All around us we see brand owners continually putting new brands on the market or reinforcing the position of existing brands. A relaunch or introduction often involves a new logo. That logo must become embedded in the minds of potential consumers at the lowest possible cost and in the shortest possible time. But what is a good logo? What conditions might we specify for its design? The Bacardi bat and the Nike swoosh are completely different. Are they both examples of strong shapes or could other, stronger logos have been developed on a lower budget? This article surveys the critical success factors of a logo.
Due to the strict category regulation the tobacco industry had to remove the word ‘Light’ from their cigarette packs. Tobacco companies reacted different on this new regulation regarding their packaging design and chose to change colour, design shape or looked for a new terminology. In this article Claessens Product Consultants comments on the choice to change the colour of the cigarette pack and discusses the global differences in colour effects.
