I am always looking for products or packaging that takes an overpopulated category and delivers something out-of-the-blue unique – meeting a need that consumers didn’t know they had. That sums up my most recent discovery of Folios™ Cheese Wraps.
Because so many people are impacted by various intolerances and are increasingly aware of fats, carbs, and product content, we have all become more mindful about the foods we eat. When I saw Folios packaging in the standard full-dairy cheese case it kind of stopped me in my tracks. A lactose-free product among full-dairy products, made from rBGH free milk, and containing no additives, sounded way too good to be true (which my skeptical alert said it probably was). Nevertheless, Folios stood apart from competitive products – especially in a category where generally speaking, products are blocks of cheese wrapped in plastic with a label attached or in a windowed, re-sealable poly envelope pack.
A package with a principal display panel larger than most competitive products presents an exceptional opportunity to make a significant impression and quickly engages the consumer. Having space provides the luxury of bold branding, and for appropriate size and volume of descriptive copy or visuals in delivering a clear, compelling message. However, simply because you have more space doesn’t mean you have to fill every square inch of it. Creating effective packaging stems from being aware that consumers have an overarching need to understand the inner makings of a product – at least well enough to have confidence about the value and quality when making a purchasing decision. Any hesitancy about that confidence is a sure way to have consumers walk by.
While I initially noticed this package because of its differences, the more time I spent with it, the more I felt my excitement diminishing. The front side of the package started off right, featuring the product (cheese) as a billboard acting as a focal point for the branding. Brand, product form, and feature copy should deliver the desired visual impact; however, with this package, there were so many varied messages in differing presentations simultaneously competing for attention, it was hard to prioritize what was more or less important. As a result, hindering a consumer’s ability to (first rule of packaging) intake the messaging quickly and effectively.
So, as I am habituated to do, I defaulted to the back panel for more information, which offered a variety of use, recipe, and preparation options but nowhere a clean, concise explanation of how milk-based cheese becomes lactose or gluten-free. Additionally, due to the nature of the vacuum sealing process, there was folding and crimping around the edges of the packaging, which obscured some of the copy and/or graphics.
A few recommendations to consider:
- Eliminate redundant copy on back panel.
- Focus more on product content and composition.
- Increase type size so that it is legible when you are fighting glare on the package.
Great design will perform much more effectively if consumers can connect with the packaging content. When introducing a new product and brand to the consumer, information that is organized and presented so no one has to struggle to intake your message is key to an effective packaging program. You get one opportunity to draw in a consumer and start a lifelong relationship. Be as mindful about the content on your packaging as you are about the content of your product, and you will be off to a good start.
If you are exploring new packaging ideas, contact us at 920-886-7727 or [email protected] Throughout our 60 plus years of supporting customers with consumer brands large and small, we apply our experience and expertise to the entire process to create efficient and effective solutions.
The purpose of our “findings” blog is to spotlight packaging that displays thinking that breaks the mold, delivers something new or chancy – or at the very least, highlights packaging that catches your eye in the retail environment.