Packaging

Member lesson

Front of pack hierarchy

Lesson 4 of 20 in Packaging.

What is Packaging Architecture? · Do Good Work
Lesson

A front panel has to answer three questions, in the right order and in under two seconds: what is this, whose is it, and which one. Get the order wrong and the pack is doing work for a shopper who already stopped looking.

1 · the brand2 · what it is3 · which one4 · how mucha shopper givesthis about threeseconds, froma metre awayfour things, in order · a fifth costs you the first
The front of a pack read in four zones, in the order a shopper takes them.
A shopper approaches a shelf in three steps, seeing the pack first as a blurred red block, then as a bold tomato picture, and finally in her hand with a small green band visible.
From far away a shopper sees only a red block, nearer a bold tomato, and only in her hand the small variant band. The front should be designed in the order it is seen.
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  1. Question 1, locked

    A brand nobody has heard of, launching into a category shoppers do not recognise yet. What should lead the front panel?

    • The brand name, because a new brand needs every impression it can get
    • The variant device, because that is what a returning buyer hunts for
    • A price flash, because an unknown brand has to compete on value
    • The product descriptor, because somebody who cannot tell what the thing is will not stop to study a logo
  2. Question 2, locked

    Which of these words means this? “The element that tells a returning buyer which variant they want.”

    • Navigational cue
    • Unboxing
    • Fill line
    • The three-metre test
  3. Question 3, locked

    Which of these words means this? “Designed to be displayed in its outer case, which crops the pack you designed.”

    • Master brand
    • Structure
    • Shelf-ready
    • Applied label

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