Brand first, or the purpose of
the product first?
Packaging opinion piece
I was shopping for laundry detergent when I discovered the product was on top or bottom of the shelves. I had to glue myself to the product to understand what it did. Was it a laundry detergent or fabric softener? The bottles were almost identical except for the brand name, look, feel, colors, and imagery. Suddenly, a small line of text described what it was. Why? Do you want to stay there longer, feel frustrated, give up, or pick the first one before you?
The product is evident when buying fruits and vegetables, even canned ones, even if it has minimal wrapping.
The goal of a label is to help buyers recognize what the product is and what it can do for you.
I understand the brand name if you’re faithful to one brand, but I’m not. I know it because I do that for a living. However, looking for the fine print is worse than reading all the side effects of your needed pills. Who has time for this?
Yes, labels must contain information to help customers choose fragrances with safety elements. Could we ensure the brand name, product name, and purpose are prominently visible on the label? Yes, there should be a hierarchy in the structure. As visual communicators, we help brands sell their products. Now, can brands be explicit about the nature of their products?
Here, I played with the idea of being clear and concise to help the buyer go in and out of the store quickly and happily. That’s a satisfied customer with its laundry detergent.
Let’s chat in good company.
I will get back to you very soon. Thank you!
Testimonials
“I have worked with Guylaine for more than 15 years, on everything from flyers, to magazines, to multi-volume book series. No matter what the project or the context surrounding it; she has always been productive, professional, and patient. She is ready to take on any challenge, and to explore new ideas…. she is also understanding and resilient when the scope of a project changes unexpectedly. I always get wonderful feedback on the work that Guylaine does. I would recommend her unconditionally to anyone looking for a dedicated designer, who is willing to go above and beyond for her clients”.
—Holly Potter, Strategic Communication
"Guylaine Regimbald was very invested and passionate to get all the possible information to create a professional brand identity. Furthermore, with her interactions in our brand strategy sessions, she helped me discover aspects of my brand I wasn’t aware of and that helped me develop a clearer path in my business to reach the right audience. I didn’t know much about what a brand identity was but she helped demystify the subject. The process helped me to better understand the needs of my business and the end result was lovely. I’m very please with her work".
—Iliana Sanchez, owner of LML
« Guylaine a été d’une aide précieuse pour rajeunir l’image corporative de notre organisation. Elle a su jumeler les attentes diverses de chacun de nos intervenants en un tout cohérent et original. Elle nous a aussi amené à élargir notre vision vers de nouvelles directions. Nous n’avons eu que des compliments sur le travail effectué et n’hésitons pas à chaudement la recommander.
J’éprouve personnellement un grand plaisir à travailler avec elle d’autant plus que sous sa tutelle, j’ai développé des connaissances en graphisme et en typographie de manière à mieux être à même de juger de la qualité d’un travail. Cela me permet d’apprécier un peu plus justement son excellence technique et son professionnalisme. Je la remercie pour sa générosité à partager sa passion. »
—Me Karine Simoes, ex-DG et chef de la conformité à la Corporation de services du Barreau du Québec
