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Yummy Yummy in my Tummy

Anatomy of a Winning Package Design

Yummy Yummy in my Tummy
Reading Time: 3 minutes

“Don’t wreck a sublime chocolate experience by feeling guilty. Chocolate isn’t like premarital sex. It will not make you pregnant. And it always feels good.” ― Lora Brody

“In most people’s vocabularies, design means veneer. It’s interior decorating. It’s the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.” Steve Jobs

The Wrong Sequence

Some companies place package design as something that comes later, after all the R&D and product development.

But why would one do such a thing when it’s often the first thing a customer encounters either on a shelf or online or when they get home to unwrap “their reward” they gave to themselves?

As the late Steve Jobs stated above, design is so much more than the veneer. Brands that crush it know that.

It gives meaning and dimension to what a brand believes and stands for.

The Hierarchy of a Label

I’ve done my share of package design, from Botanical Bakery to Glob Colors to Undew skin care to water.

So much of a brand is SEQUENCE.

  • What do you want them to read first?
  • Second?
  • What’s important?
  • What’s trivial?
  • Does the design support all of that?
  • Does it engage the customer?

Having just completed this new product line for Legacy Chocolates, I decided to create this diagram to help anyone looking to understand WHY you put certain in certain places to help ensure the customer see what you want you want them to see in an exact sequence.

Anatomy of a label design

For Those Not in Minnesota

If you’re really into fine chocolate, you probably hate me by now unless you’re in Minnesota.

That’s fair. I’d probably feel the same way.

So, understanding you might hate me more, here is the product line with closeups so you can see better what was done and what was said:

Branding and Package Design for Chocolate

In these details, notice what catches your eye first. It’s not the top item, but the product itself using color and scale:

Branding and Package Design for Chocolate Branding and Package Design for Chocolate Branding and Package Design for Chocolate

And no story would be complete without “the proud parents, ” Mark and Lorraine, of this new complete line of chocolate indulgences:

Mark and Lorraine, proud owners of Legacy Chocolates

Related articles:

How to Attract the Right Buyer in the Most Expensive Neighborhood
Why Isn’t Your Brand Differentiation Working?
The Ebook That Goes Head-to-head with James Bond
The Vital Difference Between Sales and Branding (in 60 Seconds)
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For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

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