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Packaging as the mark

Lesson 5 of 20 in Brand strategy.

Brand Identity and Packaging Process · The Futur Academy

Lesson

Indian matchbox labels: thirty-five by fifty millimetres, four colours, one million copies.

Six facings of one pack blocking as a single field of colour on shelf.

In a dim shop lit by a single bulb, a hand reaches for a tiny box printed with a bold tiger beside other animal boxes, while pale pastel boxes fade into shadow. — Under one weak bulb, tiny boxes printed with a bold tiger or elephant still read, while pale boxes with a thin word fade away. The picture is doing the naming.

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Question 1, locked
A matchbox label may use only four flat inks, so no gradients or photography. What did that force, according to the lesson?
- Labels built from shape and outline alone
- Labels that leaned on fine detail to look richer
- Labels printed in a single ink to save costs
- Labels that dropped pictures and used words alone
Question 2, locked
The customer might not read any of the languages printed on the label. How did the labels deal with that?
- They printed the name in much larger letters
- They let the picture carry the name
- They dropped the name from the label entirely
- They used one language the whole region shared
Question 3, locked
You want to know whether your own pack works as a mark the way the matchbox labels did. What test does the lesson suggest?
- Print it in four flat inks and compare it with its rivals
- Cover the name and show it to people who buy the category
- Set the name larger and check it from across the shop
- Photograph it under one bulb and post it to social media

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