Packaging

Member lesson

Range architecture across flavours or variants

Lesson 7 of 20 in Packaging.

Color Blocking Packaging Design Strategies For Retail Success | Start to Sold · START to SOLD by Emily Anne Page
Lesson

A range has to do two opposite things at once. It must block as one brand from three metres, and it must let somebody standing in front of it pick the right variant in a second. Nearly every range failure is one of those two winning completely.

A top row of six identical pouches differing only by a coloured band ends in a dotted empty outline, above a bottom row of six pouches with mismatched layouts and patterns.
Six pouches share one layout and change only a coloured band, with a dotted space kept for the next flavour. Below, packs that change everything look like strangers.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “The system deciding what stays identical across variants and what changes.”

    • Range architecture
    • Foil
    • Responsible person
    • Magnification
  2. Question 2, locked

    Which of these words means this? “The constant element that makes eight packs read as one family.”

    • Mono-material
    • Legal entity
    • Production proof
    • Master brand
  3. Question 3, locked

    Which of these words means this? “The single element carrying the difference: colour, illustration, numeral or word.”

    • Production proof
    • Variant device
    • Cheapness signal
    • Tooling

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