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Jan 14 2010

2010 Packaging Trends # 5. Icon Overload

Ever wonder about all those icons, symbols and slogans on your packaging? What they really mean. As companies struggle to craft winning messages they are creating their own symbols and icons many of which are meaningless. So no wonder the consumer is confused about the validity of these claims. Since so many of these are coming out of the eco and organic arena I’m focusing primarily on them.

One of my personal favorites: “Packaging Made From Wind Power” seriously that’s nice but with all this on the package who can make an informed decision.

I’m in the business and I know what these statements mean but do you and do you really care? There’s only so much space to craft your message and it better be the right one for your core audience.

Part of the problem is who’s watching the marketers concocting these statements and what do they mean? Many of them do have legitimacy and supporting organizations. But there is no one regulating umbrella organization so companies are free to make their own branding statements and are competing with one another.

Recent Examples

Every body knows what this means on a package

The Universal Recycling Symbol

But self certifying “green” claims like this one?

What is a “Greenlist” anyway? Can anybody get on it?

Ensure every element on your product packaging is meaningful to your consumer. Don’t overload your primary marketing space with meaningless phrases and symbols unless the message is integral to your mission and your brand. Just because its a cool and clever looking icon or symbol doesn’t mean it will influence the consumer one way or the other to buy. One caveat some of symbols must by law be on your packaging. Just be careful how and where you place them to maximize thier impact and not overload the consumer brain.

Packaging Phrases To Watch For In 2010