Much to my parents frustration, I had transformed the box into an indoor slide for the kitchen...and I have to admit -I definitely have more memories about that slide than the dolls house itself! -it was pretty great...
With this memory in mind, I started to think about how package design could be as simple as 'making a wrapper' that a consumer would want to live with. When designers produce packaging they are giving an additional function to the container, therefore making the whole product more appealing to the target audience. Shoe boxes have been used to store love letters, an empty wine box can become a wine rack and well...my dolls house became an indoor slide!
Even though this form of 'reuse' can be brief, the box/package has potential to enjoy a longer 'product' life than the product itself.
This week I came across the following quotation in an article - ''Our job is to create a little voice on the shelf, when the consumer walks by, that winks at them to stand out among thousands of screaming voices''. -I thought this was the perfect way to 'sum up' what packaging design is all about.
When I'm in a shop I cannot help but notice the differences in packaging, particularly with drinks. In doing this, I have come to the conclusion that a ''little voice on the shelf'' can be best achieved through simplicity.
''Thought-driven design will always trump a pretty picture; the future of design is all about having a solid concept to build from'' -Chris Zawada
Simplistic designs that I personally love:
Product: Honey Bee
Client: Waitrose Ltd
Designer: Turner Duckworth: London & San Francisco
With the simple typographic design, playing with the ''E'' in HONEY forms the striped body of a bee -I believe a product like this stands out on the shelf. Why? -because of it's simplicity.
Product: Innocent Smoothies
Client: Innocent
Designer: Pearl Fisher
In designing the packaging for 'Innocent Smoothies' Pearl Fishers' aim was to promote overall range consistency and premium positioning for the iconic smoothie brand without losing the natural or naïve visual appeal that made it so special in the first place.
This was achieved through typeface and logo refinements. Emphasis was put on the icon, rather than the 'Innocent' name. The icon was made more central, proud and iconic to set the design style for the rest of the Innocent range.
Innocent also make it their priority look after their customers, especially the older section of their target audience, by creating something called 'The Big Knit'.
In the winter time smoothies are available to buy with little wolly hats on them. Since 2003 the money has been raised for the charity, Age Concern.
I believe that it is the combination of simplistic design and providing the consumer with a little extra something that makes Innocent a real winner in the consumer market. The consumer not only gets the smoothie, but they also have something iconic left over to remember their 'innocent experience'.
Packaging is used for more ways than one.
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