Packaging

Member lesson

Value cues

Lesson 15 of 20 in Packaging.

Lesson

Designing for value is harder than designing for premium, because the cues that say inexpensive sit close to the cues that say poor. A pack has to say fair price without saying bad product.

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.
In a supermarket aisle a shopper holds a cluttered pasta pack covered in starbursts away from her while lowering a plain white pack with one coloured band into her basket.
A shopper weighs two cheap packs of pasta and picks the plain one with a single band over the one covered in starbursts. Plain says fair price; clutter says poor product.
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Check what stuck

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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? “A signal that a product is inexpensive. Honest ones work, apologetic ones do not.”

    • Recyclable
    • Value cue
    • Cue
    • Press proof
  2. Question 2, locked

    Which of these words means this? “The retailer's good, better, best ranges. A textbook in cue design.”

    • Market-specific artwork
    • Own label tiering
    • Range architecture
    • Structure
  3. Question 3, locked

    Which of these words means this? “A cue suggesting poor quality rather than fair price. A different thing entirely.”

    • Press pass
    • Cheapness signal
    • Bleed
    • Spot UV

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