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14 June 2013 @ 02:42 pm
Is Simple Better?  
When it comes to the branding of products there are many voices of reason tugging the marketer in different directions. While some will urge the company to go all out in designing a unique brand, others will warn that the bombardment of the consumers with too many colours or messages is a sure way of losing them. Less is more they say. But if your packaging is boring and little visual interest, who will give it a second glance? This is the dilemma marketers are faced with time and again. So which option is better?
The issue, experts will argue, is not choosing between a fancy looking package and a drab-looking one; it’s more about finding the right balance. You don’t want to overwhelm consumers with so much detail on the packaging that the information on it is barely visible. This is a mistake commonly made by producers of various goods who in the quest to dazzle the consumer, forget to fulfil their need for important information such as the expiry date of the commodity. You also don’t want to make your package so plain that it fails to capture attention when placed on a supermarket shelf with competing products.
When trying to strike this balance, business owners should also consider the power of association their packaging has. Do the words, pictures and colours on the bottle, can, tube or box enable the consumer to immediately associate it with their desired product? Do they give the impression of a quality product? Bear in mind that the shopper will not have all day to scrutinise all the things written on your package; all you’ll have is a few seconds to create the right impression. Simplicity of the design is important as it makes it easy for consumers to make a quick decision. Screen Shot 2013-06-14 at 14.39.41