The “New” FactorJanuary 15, 2013 - by Chris
We’ve been doing our research. We’ve found that more and more brands are calling attention to their new look or variety by using the word “new” in various ways in their retail packaging design – in a bar, across a box, in a circle, you name it. Sure, it seems like the oldest trick in the book, but what we are finding is that some brands are creating their entire design around this word that they deem so important, or even going a step further and telling consumers what’s new about it on the design. So, the next time you are at the grocery store, see if you’re more likely to buy a product because it has the world “new “on it. But before you do that, take a look below at the different ways and places you’ll see this word used on a product design.
Some brands, like Pepperidge Farm and Fiber One are using what are called “basic interrupters” in their retail packaging design. This means that the word “new” is not affecting the whole layout and design on a product, but is just a small call-out on the front.
Here are more examples of basic interrupters:Here are examples of design altering call-outs. As you can see, the word “new” takes up the entire top portion of the boxes below, and utilize a completely different color than the rest of designed box.Often times, when brands are creating a line extension or a new variety, they also want this called out by using the word “new.” Fiber One did this on the box design when they created their Nutty Clusters & Almonds variety.Still, many brands want consumers to know exactly what is new or different about their product, so they make sure to explicitly state it on the design of the bag, box or package.
Quaker wanted consumers to know that even though the look of their bag changed, it’s still the same great taste of the mini rice cakes.Schar however wanted consumers to know that they in fact did make the actual product better – it’s a new recipe this time that they are using to create softer rolls. And Ensure uses two tactics. Peach is a new variety, but they still want to reiterate to consumers that the Ensure brand in general is a good source of protein.