By the year 2025, online grocery sales are expected to capture 20% of the market – equivalent to $100 billion.
Putting a visual identity onto your brand in the form of a logo is a task that must not be taken lightly.
A logo identifies your brand and differentiates it from the competition, so the work that goes into its design has to account for multiple branding attributes such as who the target audience is, the industry as a whole, and new design trends.
If only branding were as simple as ensuring everyone knew about your product’s benefits and trusting them to make the logical choice.
Brand stories are more complex than a simple rundown of a brand’s benefits, but they’re infinitely more effective at capturing consumer attention and building loyalty. Stories are one of the most powerful communication methods humans use. They not only contain straightforward information, but also emotional triggers.
Millennials largely lead the way in adoption and use of technology, and they have influenced older generations—particularly the Gen Xers and Baby Boomers—to adopt technology as well. Ninety-two percent of Millennials own smartphones, and they tend to lead in adoption of social platforms like Instagram and Snapchat compared to older generations.
Most people fondly imagine that they are immune to marketing buzzwords, able to make their consumer choices solely based on merit and value. But most people are still affected by marketing buzzwords, particularly as they relate to food branding trends.
Consumers want fresh, natural, less-processed food choices now more than ever before. Fortunately, innovations in alternative processing techniques such as high pressure processing (HPP) as well as innovations in food packaging design make it possible for many food and beverage manufacturers to accommodate growing consumer demand.
Humans are hardwired to respond to color. What that response will be differs from culture to culture and even gender to gender, but the bottom line is that color does produce an emotional response.
Great color choice is essential to package design.
For this reason, it is important to put careful thought into your color choice for food packaging design. As it turns out, humans really do eat first with their eyes. How a food looks is one of the first sensory criteria humans use to make decisions about a food purchase.
Packaging is critical. After all, most people are going to see the package for your product in the store before they see the actually product. It’s the ultimate first impression. This is particularly true for food packaging. You don’t see the actual RiceKrispies when you buy a box of the cereal; instead you see a picture of RiceKrispies in a bowl of milk with the colorful Snap, Crackle and Pop! characters looking over it with excitement. All of this is set against a bright blue backdrop and headlined by the Rice Krispies logo. This adds up to a package that showcases the product as an exciting breakfast food. You can probably think of dozens of other examples off the top of your head of other household brand names. Each of these brands is instantly recognizable and its strategic packaging points directly to the product that it encapsulates. But not all packaging is good packaging, and there are more than a few companies that miss the mark when their product hits the shelves. Let’s look at a few common packaging mistakes.
When was the last time your packaging changed? Maybe it was recently, or maybe it wasn’t. For some brands, never ever changing their packaging is what makes them stand out, but those are exceptions to the general rule. The general rule is that every now and then, a product’s packaging needs a refresh. Consumers who are used to the product should do a slight double take when they see it because it is different enough to catch their eye and yet still unmistakably remains the product they’ve come to know.
image credit: drew via flickr cc
image credit: drew via flickr cc
The ultimate goal for any CPG company is to achieve “brand insistence.” It’s what Branding Strategy Insider (BSI) defines as “when your brand is perceived to be the only viable solution for the customer’s need.” When consumers think of facial tissues, they think “Kleenex.” When they want a can of condensed Tomato Soup, it’s Campbell’s.
While these products still have category competition, they’ve achieved total ubiquity with their category in the mind of the consumer. In many cases, customers will reach for a box of Kleenex or a can of Campbell’s because the brand is familiar. Even if other products are cheaper or more innovative, their preference is strong enough they’re willing to make a few trade-offs.
image credit: chase elliot clark via flickr cc
Brands are an important part of daily life for American consumers. While some grocery items carry household names and serious brand loyalties, others are virtually forgettable. CPG organizations who manage to build an iconic brand don’t just have a visual example. While exceptional packaging design is a key component of their success, it’s not the only element. To understand the recipe for iconic branding, it’s important to closely examine the key difference between beloved CPG brands and others who are just well-liked.