Visual culture and package design

beer MilsWhy it’s Cool!?

During the experiment we organized, the participants defined problems and solutions. One of the problems was that people are not conscious about healthy food and the origin of the food. While I was just searching on Mr. Google on where to write about, I came across the following. Brands also have a hard time in explaining their product stories in an attractive way to consumers. This fact can be combined with the fact that the consumers need to be better informed about the products they are consuming. The solution can be found in a lot of different sectors. For example the importance of social media and smart phones in our lives nowadays. Nobody can live without it anymore. So what about QR codes on products or a small and funny game that informs people at the same time? This was one of the ideas the participants came up with during the experiment. But… , the solution can be found in the sector of visual culture! This trend comprises the fact that images, symbols and semiotics are becoming increasingly important. One of the manifestations of Visual Culture is the success of infographics. These have the power to transform ‘boring’ information into attractive and engaging tools. So in this example information about common products like milk and beer (ingredients, the production process, the history of the product) are put in an infographic which is an integral aspect of the package. Now, the information becomes a story and a happy combination of form and content. It empowers the consumer in getting more knowledge on the product, which is exactly what is needed.

And last but not least, it stands out on the shelf!

X Kim


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