Package Design - August 2013 - 27

By Ted Mininni

Attention Grabbers
How icons can be used to power brands.

M

arketers know that symbols or icons can
help brands to achieve immediate recognition with consumers. Yet, how many are truly
memorable? Famous icons such as the Nike
swoosh, Apple’s apple, Audi’s four interlocking
silver rings, Starbucks’ mermaid and McDonald’s
golden arches are often cited with envy in marketing circles. They’re instantly recognized around the
globe and represent their specific brands’ values as
well as their brand promise, but there’s more.
These icons elicit emotional responses and forge
relationships with consumers. That’s where their
true power lies. The few that achieve this make
superstars of their brands.
Note that many dominant symbols and icons
have considerable heritage. Careful brand stewardship has helped them to achieve global recognition over time. But with so many brands
populating every consumer product category,

what’s the secret to designing iconography that will
seize consumers’ attention? How can it encode
brand values and elicit an emotional response to
build long-term relationships?
While consumer packaged goods brands benefit
from the right kind of iconography, the argument
could be made that licensed properties benefit
most when icons are intelligently leveraged as
“visual hooks” to draw in their fans. These visual
hooks can help to unify the brand’s presence across
numerous consumer product categories that are
merchandised throughout retail environments. And
that can build considerable brand equity for
licensed properties.

Doritos partnered
with branding
and design firm
Hornall Anderson
to create a bold
new look for this
global brand. The
new logo helps
Doritos dominate
the retail shelf as
never before.

Embodying the brand
Before designing any iconography, a total grasp of
the brand and its values is necessary since it leads
to important insights. Specific visual and verbal
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Package Design - August 2013

Table of Contents for the Digital Edition of Package Design - August 2013

Package Design - August 2013
Contents
Editor’s Letter
Front Panel
Snapshots
Converter’s Corner
Two Icons, One Bottle
Toast to Today
Attention Grabbers
Seductive Spirits
Brand Makers
Mauro Porcini of Pepsico Inc.
Philip J. Duncan of Procter & Gamble
Jeff McLemore of Sunsweet Growers Inc.
Bill Kneebusch of Popeye Energy
Sheila Scott Formerly of Williams-Sonoma
Darralyn Rieth of Kimberly-Clark
Kevin Ford of Millercoors
Luminous Beauties
Smart Packaging for Smart Brands
Product Focus: Boxes and Cartons
Datebook
Index of Advertisers
Field Notes
Package Design - August 2013 - Intro
Package Design - August 2013 - BB1
Package Design - August 2013 - BB2
Package Design - August 2013 - Package Design - August 2013
Package Design - August 2013 - Cover2
Package Design - August 2013 - 1
Package Design - August 2013 - Contents
Package Design - August 2013 - 3
Package Design - August 2013 - Editor’s Letter
Package Design - August 2013 - 5
Package Design - August 2013 - Front Panel
Package Design - August 2013 - 7
Package Design - August 2013 - 8
Package Design - August 2013 - 8a
Package Design - August 2013 - 8b
Package Design - August 2013 - 9
Package Design - August 2013 - 10
Package Design - August 2013 - 11
Package Design - August 2013 - 12
Package Design - August 2013 - 13
Package Design - August 2013 - Snapshots
Package Design - August 2013 - 15
Package Design - August 2013 - 16
Package Design - August 2013 - 16a
Package Design - August 2013 - 16b
Package Design - August 2013 - 17
Package Design - August 2013 - 18
Package Design - August 2013 - Converter’s Corner
Package Design - August 2013 - Two Icons, One Bottle
Package Design - August 2013 - 21
Package Design - August 2013 - 22
Package Design - August 2013 - 23
Package Design - August 2013 - Toast to Today
Package Design - August 2013 - 25
Package Design - August 2013 - 26
Package Design - August 2013 - Attention Grabbers
Package Design - August 2013 - 28
Package Design - August 2013 - 29
Package Design - August 2013 - Seductive Spirits
Package Design - August 2013 - 31
Package Design - August 2013 - Brand Makers
Package Design - August 2013 - 33
Package Design - August 2013 - Mauro Porcini of Pepsico Inc.
Package Design - August 2013 - 35
Package Design - August 2013 - 36
Package Design - August 2013 - 37
Package Design - August 2013 - Philip J. Duncan of Procter & Gamble
Package Design - August 2013 - 39
Package Design - August 2013 - 40
Package Design - August 2013 - 41
Package Design - August 2013 - Jeff McLemore of Sunsweet Growers Inc.
Package Design - August 2013 - 43
Package Design - August 2013 - 44
Package Design - August 2013 - 45
Package Design - August 2013 - Bill Kneebusch of Popeye Energy
Package Design - August 2013 - 47
Package Design - August 2013 - Sheila Scott Formerly of Williams-Sonoma
Package Design - August 2013 - 49
Package Design - August 2013 - 50
Package Design - August 2013 - 51
Package Design - August 2013 - Darralyn Rieth of Kimberly-Clark
Package Design - August 2013 - 53
Package Design - August 2013 - 54
Package Design - August 2013 - 55
Package Design - August 2013 - Kevin Ford of Millercoors
Package Design - August 2013 - 57
Package Design - August 2013 - 58
Package Design - August 2013 - 59
Package Design - August 2013 - Luminous Beauties
Package Design - August 2013 - 61
Package Design - August 2013 - Smart Packaging for Smart Brands
Package Design - August 2013 - 63
Package Design - August 2013 - 64
Package Design - August 2013 - Product Focus: Boxes and Cartons
Package Design - August 2013 - 66
Package Design - August 2013 - Index of Advertisers
Package Design - August 2013 - Field Notes
Package Design - August 2013 - Cover3
Package Design - August 2013 - Cover4
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