10 October 2011

Crisp Packaging Design

Because researching into food packaging is such a broad arena, I'm going to look at packaging for different food types in each post. Since I had no idea where on earth to start, I just went for the first food that popped into my head (does that make me a fatty?)  

These brands have been around for a long time, and they all have very distinctive and iconic packaging that has been developed over the years, but still retains the same design details. 
Bright block colours seem to be a recurring theme in the packaging of Walkers, Kettle Chips and Pringles, which links to the fact there are many differing flavours, and often the colours link to the flavour, such as pink for prawn cocktail, or orange for Roast Chicken. 
These colours work well because most people know from a young age that each colour represents a flavour, so less information is needed in the form of writing, because the colour acts as a signifier. All 3 of the above crisp manufacturers also have very distinctive logos that people are again immediately aware of. The Walkers Logo is bold, bright and simple. A banner that declares the name encasing a crisp. This means that the logo becomes universal. Using the image of the crisp means that it's quickly identifiable. Using the bright red and yellow means that viewers are also immediately attracted, whilst the use of font and the simple block style means that it never really looks dated, which is something that is very important in the branding of this product. 
Whilst Walkers logo remains quite modern, the logo for Seabrooks crisps has a more classic style, displaying to the customer the history of the product.  The use of white, blue and red creates a nautical feel to the product, which is reinforced by the use of rope to create the font in Seabrooks, and both of these points link clearly to the name of the product. 
Pringles, like Walkers is a more modern style of packaging. The bright colours again attract the consumer immediately, whilst the logo is another classic. From the use of the font, which is relaxed and fun, noted from the cartoony style and the logo, this product is obviously being branded as a party food, and a crisp that is made for sharing between friends, whereas the smaller packaging and the more formal styles show that Walkers and Seabrooks crisps are designed for the individual. 

Whilst the above crisps are the golden oldies in the marketplace, the following crisp brands are relatively new, and the packaging displays have a more directional and design conscious style.

The crisps displayed here have been released into an already saturated market, meaning that their design must display clearly their USP, guaranteeing that they stand out from their competitors. Obviously taste counts too, but not when you're a first time buyer. 
From the use of font on each of these, more formal and contemporary than Walkers, Seabrooks and Pringles, it's clear that they are aimed at a more middle class consumer, particularly Red Sky and Kettle Chips. Both brands also include a lot more information on their flavours, (some might say in a pretentious manner? but not me obviously...) which is meant to show the consumer that more thought and effort has been placed on sourcing quality ingredients for the crisps, and also makes the consumer believe that the crisp will be of higher quality because of it. 
Kettle Chips is the only one of these brands to use a block colour as the background, and the colour used is also presented in a matt finish, which makes it look less tacky. 
Red Sky's use of colour is in the form of a gradient, which creates the sense of a sunset, something natural and beautiful which links in the with the fact the product is 100% natural. The image of the hill on the bottom half of the image also displays the nature of this product, with the sun in the logo again reinforcing this. 
Real crisps has the simplest but most crowded format for its presentation, with a lot of heavy text being used, and only one small image and minimal colour. This is one of the individual packets, which means it would be place near to packages such as Walkers and Seabrooks, and so must stand out to attract a potential customer. Because it uses so much text, it looks a lot more unique and perhaps a little cooler than Walkers, so it would be successful in standing out, however I really don't like it, because it feels so clunky and the images feel too random for the product as they aren't really explained. 
The most fun packaging belongs to Phileas Fogg crisps, which uses illustration in simple colours to set itself apart. The use of the logo incorporated into the hot air balloon is also a nice design touch, as it allows the buyers eye to flow across the packaging, taking in both the information and the fun presentation. The wording of the product is also slightly archaic 'Naturally the Finest Ingredients' (only imagine it in Jeeve's voice), which creates a sense of nostalgia that is quirky and fun for the consumer, and would make it more attractive to a buyer. 

My favourite packaging for crisps out of these are the Seabrooks logo because it's original and has an old school sort of charm to it, and also I like the Phileas Fogg design because it's so different and creates a sense of adventure which can only ever be a good thing. Unless it's an adventure with the Pied Piper. 

1 comment:

  1. This all looks really good, there is a clever distinction between the older brands in the modern day and the modern brands in the modern day, didn't notice that before.
    I have found a good book of imagery showing food packaging from alcohol to chocolate etc. Its called "Label & Packaging Design" and published by Feierbend Unique Books. Ill post some stuff on my DC blog for you to check out.