Good design in the dark, or no more mosquitos

It's one of those balmy summer evenings. Crickets are chirping. There’s no breeze. It’s wonderful. Then, you hear that familiar annoying buzzing sound. Mosquitoes are coming.

So you quickly jump into the bathroom, but don't turn on the light to shake off the pursuers. You reach into the cupboard, grab a tube, then rub your face, neck, arms and legs. What's that? Burning! Ice-cold wind everywhere where the cream is. More and more! Since no swarm of mosquitoes can keep up.

A click on the light switch reveals that Perskindol is working here instead of Antibrumm.

Perskindol Cool Gel (for cold therapy of injuries) and Antibrumm Night (against mosquitoes) look practically identical in the half-light. In the light, the differences are clearer, but also only clear to the attentive reader.

This is astonishing, since we are dealing here with two pharmaceutical products from Switzerland that are very likely to be found together on the shelves of our pharmacies.

What does the packaging do?

At the very least, it ensures that you use the right mosquito repellent. But above all, good packaging conveys the brand's core attributes and presents them on the shelf.

It creates orientation and addresses affiliations for the brand and the product group. On the other hand, it creates differentiation from other products. This is all the more important when it comes to medicines, where confusion that could be hazardous to health must be ruled out.

Packaging attracts attention and desire and thus promotes the sale of a product. It is the salesperson at the point of sale. This is where the basic design elements of any brand play a key role: colors, shapes, images, fonts, haptics and syntax.

Good design is much more than just design. It even protects against mosquitoes.

Elements of good design

Some important elements to consider when creating a package design are:

• Form and function – of course, the package needs to fit its purpose (and perhaps meet safety or long-term storage needs), but don’t overlook how branding impacts the design of the container and labels.
• Color – standing out on the store shelves is an important aspect of any package design. Using a consistent brand color is what makes a brand's products recognized, even from far away. 
• Graphics  – a goal of package design should be in creating a recognizable, or even iconic brand. The use of images, symbols and layout all play a role. 
• Typography – the choice of lettering and typeface have an impact in presenting what your brand stands for and revealing its identity.  Consider how the font you use can impart values such as creativity, fun or a serious purpose.

Whatever elements are used on your package design, the product's main function should be clear.  Consider how you can make your product stand out on the shelf, support customers in using it and build a recognizable brand over time.

Need design support?

UP offers an expert team of graphic designs and packaging specialists (particularly our Swiss team). Reach out for branding and design needs.

BRAND CHATTER IS A RECURRING SERIES