Aug 10, 2011

Which packaging tells the best story?

In the last blog we looked at standout on shelf, describing some functional aspects like blocks of colour and the use of faces. But we believe that the most powerful form of standout is a truly engaging story.

The story the pack conjures up in the mind of the consumer triggers an emotional response, overriding rational factors like price and product features. These rational aspects are quickly adopted as ‘reasons to believe’, but the story is already firmly planted.

The following posts share the results of a recent internal ‘show & tell’, where we all presented our favourite storytelling packs. It was truly refreshing to see people’s choices and to hear the reasons behind them. So here they are…