Package Design - May 2015 - (Page 30)

Understanding the cultural meaning of black for young women, especially the association with fashion items such as a black leather jacket, U by Kotex conveyed the message of nonconformance and individuality. tal clear and consistent with what you've communicated in the rest of your brand's marketing mix." Building on that idea, Goldstein says, "As a result, the first goal is to have an abbreviated storyline that can get the brand preferred over its competitive set, and purchased quickly often in 5 seconds or less! These purchase triggers include comprehension of the offering; an immediate reason-to-believe this offering is "right for me" and fulfills a want, need or desire; a competitive benefit often referred to as the unique selling proposition; quality perception, in relationship to the price point; a positive touch and feel to the substrate for once a package is touched or turned over it has a 41% chance of becoming purchased; and personification, which is the association of 'my brand' meant for me or my household member." Using all the tools available to designers from copy to graphics to structural design and materials was also stressed by Light at our conference. "Package design is a form of photojournalism," he noted. "Your designs capture the core essence of the brand and bring it to the forefront at the point of purchase. So every picture is precious. Every icon is special. Every color needs consideration. Every texture. Every shape. The whole sensibility of the brand has to be designed to fit on a cup, or a case, or a bottle, or a bag, or a box. It's an amazing challenge. 30 MAY 2015 Photojournalists have a very similar challenge, how to capture that story in one photo." This can be seen in the Kotex project. "The U by Kotex package is a three-dimensional, multisensorial experience for our customer to engage with," Bryant says. "Stripping down any U by Kotex package, you will see that design is integral and we pay attention to the details. The black package stands out on the shelf with bright pops of color and trendy patterns that are accomplished with matte-and-gloss printing techniques that create layering and dimension. As she picks up the package, product information is communicated in a simple, clean, fun and educational manner. She will get a glimpse of a variety of myths and facts, as well as how to engage on the website to learn more. When the package is opened up, we surprise and delight her with the discovery of multiple designs and colorful patterns on the pouch. Designs are continuously updated to reflect current trends, which allow her to be self-expressive through variety and choice. Once the pouch is opened, the innovative product carries the same design theme with coordinated colors and prints. This entire experience and attention to detail let's her know we thought of her." BRAND AND CATEGORY REVITALIZATION When Light coined the term "brand journalism," he started McDonald's on a journey that delivered strong business results. "Following the adoption of brand journalism, McDonald's sales turned around," Light explained at the Package Design Matters conference. "McDonald's was recognized as a 'marketer of the year.' It won awards around the world for efffectiveness, and the part I like the most: The stock price went from around $12 to more than $60 in 36 months." Communicating through the lens of the consumer helped Kotex revitalize the feminine care product category. "When U By Kotex was launched, it reframed and reinvigorated the feminine care category from clinical and institutional to personal and self-expressive," Bryant recalls. "This was achieved by making feminine care more appealing, breaking down barriers 3 RULES for Practicing Effective Brand Journalism Shared by Larry Light, CEO of Arcature, at the Package Design Matters Conference held in Naples, FL, this year 1 Know the brand story Don't just learn the brief! Learn the story behind the brief. What is the brand story that the package will help communicate and deliver? 2 Work to change the marketing mindset Many organizations don't yet recognize that in today's hyper-fractionated world, packaging is even more important today than it ever was. Don't wait to be asked to design a package when the brand manager says, "Oh, we need a new pack design." Push to be a part of the brand journalism team and process. 3 Think of yourself as a brand journalist Package design is a form of photojour- nalism. Your designs capture the core essence of the brand and bring it to the forefront at the point of purchase. Prepare and execute your package design strategies with this core philosophy. related to period stigmas and enabling women to become more interested and engaged in their own vagina care, personal health and well-being." A more shopper-centric approach to package design, with its "unique question/answer elements," Levinson reports, "is also helping ProFoot simultaneously inform the consumer about each products' benefits while mitigating the potential for brand confusion. Our retail partners all had extremely positive reactions to our new package design." l For articles on similar topics, visit the Design Principles channel on PackageDesignMag.com http://www.PackageDesignMag.com

Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
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Package Design - May 2015 - 73
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Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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