MONICA MAZZANTI
copywriting - text editing
Ink of words
Packaging
translation provided by Google
It will also be true that the habit does not make the monk, but ... the eye wants its part.
Puns aside, I will never choose a product that I still don't know - it could be the best on the market - if presented in an ugly and anonymous packaging. At first glance, the pleasure of beauty also conquers the spirit.
The gift, the object you bought why be given to the predestined person, sincerely hoping that he can meet his tastes and desires - well - that object, you wrap it in a beautiful colorful paper and then, you roll it up in an equally colorful ribbon. That package becomes an anticipation of what it contains, it becomes surprise in discovering the essence of the wrapping itself. The psychological mechanism of attraction towards opening, unbuttoning, unfastening… is always the same.
Once I was tempted to buy a perfume only and because it was bizarrely attracted to the bottle that contained it. A red flower, from the top and very slender stem, contained inside a tapered bottle, harmonious and light, which tilted gracefully, as if to follow the natural fold of the flower ... that flower, winked at me gaily. And I already saw it elegantly placed in a precise corner of my bathroom, its perfect location.
And what about that time when a friend offered me a precious tea, contained in a delightful bag of translucent white silk, hand-sewn, with airy and light stitches, which ended up forming an ethereal cord, to which the equally delicious label: a simple flourish, the logo and the name of the type of tea.
“They gave it to me. But it is a limited edition and exclusive to high-ranking hotels. "
The next day, not only for professional deviation, I ended up irremediably peeking the website of that product and I discovered that, in fact, it was a brand not sold at retail, certainly, not in Italy.
Still in the field of tea, Lipton has been able to reinvent itself and bring a breath of freshness to the classic tea bags.
Or the pyramid one , which would boast a more intense infusion in terms of aroma, taste and color, thanks to the greater space thus reserved for leaves, pieces of fruit and spices.
In its original meaning, the term packaging means packaging. Initially, in fact, the packaging of the products was a simple system of protection against shocks, climatic conditions, tampering. Today they have become an essential element, worthy of in-depth market studies. In the US, a marketing survey reported that up to 40,000 different brands can be found in a medium-sized supermarket. The importance of packaging therefore becomes fundamental to capture the consumer's attention, to ensure that the eye falls on one package rather than another.
It is the visual impact that makes the first impression.
In food packaging, seeing the product can become important as long as the transparency of the package does not psychologically lead to the thought of precarious packaging and possible contamination. If at the butcher's counter I buy the ham that excites me the most, the one with the most appetizing appearance, with the right color that tastes fresh and good, the same goes for another food product.
Recently I happened to dwell on rice packages of various types: so different grains, round and plump, slender and pointed, minute and irregular, and then the black rice with sharp needles: what differences would they have hidden, how well the package would have guided and invited to choose? What a great disappointment! There was talk of basmati rice, but nothing was explained about this rice originating from India and Pakistan, very different from our rice, and fragrant Thai rice… but with the scent of what? And would the housewife ever understand that Thai meant Thai?
What about the hidden expiration date? And the weight, just as hidden, written in a tiny little on the back of the package. How many times has it happened to me to abandon a package in exasperation.
The packaging of the Pavesi Olivia and Marino bakery line gives the product its own specific and lively identity, which refers to the past, of good and genuine things. The name, sympathetic and metaphorical, personifies the two characters that appear on the package, depicted in a black and white photo, with a nostalgic retro flavor. Olivia, so well recalls the dear local oil, and Marino, exudes flavor and taste. Even the commentary sentences, short and playful, know how to tell the product well.
Surprising rustic breadsticks , with pieces of sun- flavored cherry tomatoes.
The surprising adjective, used in an original way because it is not related to a food product, and the oxymoron flavor of the sun, give the sentence a new, fresh and personal rhythm.
San Carlo, on the packaging of his snacks, presents each product of that line in verse.
flash
An exquisite lightning bolt, which changes your life!
rodeo
Of good roasted corn, each curl is a myth.
The image of the main ingredient, in food packages that do not allow the product to be seen, is a trick of sure effect. Zuegg's Skipper drinks are an excellent example of this: images in perfect resolution, almost three-dimensional, almost as if they were wrapping themselves.
Another noteworthy aspect is ecologically correct, which considers the impact of the materials used, the possible reuse of the packaging or its recycling.
In this regard, a package with an ecological air, which also knows how to be attractive, is that of the I coloniali bathroom line by Atkinson. Bottles and boxes are enclosed in a package similar to corrugated cardboard packaging: simple and elegant in its essentiality. A sober label accompanies them.
In addition to ecological, the packaging can also be exploited for the social. In the United States, milk cartons have always been used to make known the faces of missing children or the most dangerous most wanted. This idea has proven to be an exceptional resource for solving countless cases.
The goldenpoint HUE line embraces its pajamas with a cardboard strip that carries colorful phrases in English, with an equally colorful imagination:
In the large label accompanying the garment, in raw cardboard, the name opens in its claim, inviting you to experience the world in color
Elegant, with a retro flavor, the paper bag by Maisons du Monde, which bears the effigy of the Chinese woman, repeated in four different colors and shades. The negative effect gives it a particular exotic taste, which tastes of distant countries.
The emblem, which is repeated in the business card, has a different impact: 4 stylized houses - a tent-tapee, an igloo, a hut, a small house. A few touches of pencil, four tone-on-tone squares, in inverted colors, to talk about the houses of the world. Sympathetic and immediate in its essentiality. No writing on the front, basic information on the back.
Simplicity is often the winner.
The emblem of the cosmetic line is essential, the elements of the Terme di Salice. A primitive sign, shown on packages in soft / transparent colors, to convey the purity and naturalness of treatments deriving from thermal sources.
Beware of black! Eerie and funereal, suitable only for high-end products, with their own elegant connotation, such as jewels and quality chocolate, which often see it as the protagonist. Barilla tried it with its line of health and diet products Alixir: 10 million euros spent on the initial launch and a great flop. It will be the disproportionate cost, it will be the intervention of the antitrust for untruthful statements, it will be that the black for a supposed organic product does not really fit. It is no coincidence that the Barilla signature appears small on the back of the package ... that they weren't really convinced?
The white background is almost always a winner because it brings out both the image and the words.
Green light also for the little soiling, which leaves airiness and lightness to the entire package.
There are beautiful Baroque examples, but they have to be done artfully because mixing is always difficult and dangerous. Exemplary the soaps of Nesti Dante , all colorful, pleasant tangles of different colors, especially with a floral theme, which bounce pleasantly on each other.
Also spectacular are the beautiful bottles of Arizona Green Tea which, since the 90s, have earned an endless list of packaging awards. << My theory has always been that people want pretty things >>. The thought of Jean Pettine, the artist creator, is very basic. How to blame him?
What to say then of the Donna Fugata wine labels, with naive designs, which know of ancient stories of ladies and knights in sunny lands, a worthy corollary of equally extravagant names.
Rocchetta's experiment is modern, launching the innovative red bottle on the market for its sparkling mineral water, as opposed to the slightly carbonated blue. Difficult to define them as beautiful, but certainly innovative and curious. For mineral water we had seen many beautiful glass bottles, never anything original for the plastic ones which, in this case, certainly stand out, so much so as to think of them as refreshing drinks.
For the packaging of the envelope, the ingenious idea of the publishing houses, which promote their books by printing the cover on the bag. Book holder book ...
