Packaging

Member lesson

Premium cues

Lesson 14 of 20 in Packaging.

Luxury Perfume Packaging Explained · Packaging Unboxd Podcast
Lesson

Premium is communicated by a small and surprisingly consistent set of cues across almost every category. More space, fewer elements, better material, heavier weight, a restrained palette, and a smaller logo.

six facings, one blockthe unit that competes is the block, not the pack
Six facings of one pack blocking as a single field of colour on shelf.
On a shop counter one box is crowded with a huge emblem, starbursts, a banner and a photo, while a hand lifts the same box stripped back to a tiny emblem and wide empty space on textured board.
The same box, crowded with a huge emblem and starbursts, then stripped back to a tiny emblem and empty space on textured board. Taking things away makes it look expensive.
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  1. Question 1, locked

    A client wants the pack to feel more expensive and there is no money for finishes. Which change is most likely to work?

    • Adding a foil to the logo and a gloss laminate over the rest
    • Moving the palette to black and gold
    • Shrinking the logo and leaving more of the pack empty
    • Enlarging the logo so the brand is unmissable across the aisle
  2. Question 2, locked

    Which of these words means this? “A signal a shopper reads without thinking. Material, space, restraint, weight.”

    • Cue
    • Mobile ready hero image
    • Minimum order quantity
    • Mono-material
  3. Question 3, locked

    Which of these words means this? “Saying less. The most reliable premium signal and the cheapest.”

    • Perceived value
    • Make-ready
    • Generic environmental claim
    • Restraint

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