No one read your PACKAGING!

Posted : 09 March 20224

The brand is to be recognised not just read.


by Kenneth Cato

The key elements that define almost all great brand identity programmes are born within and from the beliefs of the corporation they represent. Analysis, observation and understanding will more often than not provide the pivotal thought that makes the identity memorable. The corporate and brand identity space is littered with mediocre, clichéd, industry-specific symbolism that stems from a ‘follow the market leader’ mentality. Only after energies and budgets are spent comes the realisation that, from the beginning, the real objective was to stand out.

Whether poorly or well executed, the foundation of a good idea will always outperform beautifully executed meaningless graphics.  Inventiveness rather than creativity, ideas, logic and strategy are interpreted through symbolism, visual language and the graphic vocabulary of the designer. The chosen examples are drawn from thousands of projects that have emanated from over one hundred countries. Each is an example of ‘Design by Thinking’.

This packaging design from 3 different products and manufacturer illustrates how everyone in the market always tries to follow what becomes the visual norm within the industry sector. As long as you have a trademark and name of the product, everything else is generic, almost interchangeable between one product to another. The brand is to be recognised not just read. we need to have a strong brand identity that encompasses the whole body of packaging design and becomes instantly recognisable without even reading it. If you are not skilled and knowledgeable in this matter, you can immediately ask for help from those who are more skilled and experienced, such as packaging design in Jakarta. You can be sure that they will be of great help to you and give you the best of what they can do.

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