Always treat your back of pack as an integral part of the design system. (Edition 11)

The back of pack is an often underused and unloved part of the pack. The fact is, it is an important part of the design system.

With consumers becoming increasingly discerning and seeking more information to aid their purchasing decisions, the back of the pack has emerged as a crucial element in the brand storytelling process.

This article delves into the best practices and potential pitfalls associated with leveraging the back of the pack as a powerful marketing tool.

Maximising the Back of Pack: Best Practices

1. Treat It as an Extension of the Brand Story: The back of the pack should never be viewed as a mere repository for excess information; instead, it should be treated as an integral part of the brand's narrative. By seamlessly integrating the back of the pack into the overall design system, brands can create a cohesive and compelling story that resonates with consumers.
2. Optimise for Visibility and Brand Recognition: One of the challenges faced by cylindrical packs is the inconsistent orientation on shelves, which can diminish brand recognition. One of the most common issues that particularly cylindrical packs come up against is that it’s very difficult to control the packs orientation on shelf. Packs are often stacked front facing, but as consumers pick the packs up and explore the wealth information on the back, they can often be returned facing the wrong way round. To combat this issue, it is essential to incorporate prominent brand elements, such as logos or distinctive icons, on the back of the pack. This ensures that the brand remains visible and recognizable, even when the pack is not facing forward.
3. Prioritise Clarity and Conciseness: While the back of the pack offers additional real estate for information, it is crucial to strike a balance between providing comprehensive details and maintaining clarity. Overwhelming consumers with excessive copy can dilute the impact of the primary claims or benefits. Instead, focus on highlighting the most salient points and presenting them in a concise and easily digestible manner.
4. Embrace Creative Solutions: When faced with space constraints or multilingual requirements, brands can leverage innovative design solutions to enhance the back of the pack's effectiveness. For instance, incorporating brand iconography, emojis, or distinctive visual elements can help break up dense text and reinforce brand recognition at those awkward viewing angles.

Watchouts and Potential Pitfalls

1. Information Overload: While the back of the pack offers additional real estate, it is essential to resist the temptation to cram in excessive information. Too many claims or details can overwhelm consumers and undermine the overall impact of the message. There is a simple reason behind this. The more claims and copy you have more you delete the overall effectiveness. In order to handle lots of information consumers give point scores to claims and then settle on an average. So if you have a lead claim that scores 10 and another less important one that scores at two, your average will be much less than only relying purely on the impact of the first claim alone. So use those claims wisely!
2. Inconsistent Branding: Failing to maintain consistent branding across all pack faces can lead to a disjointed brand experience and diminish brand equity. Ensuring that brand elements are prominently and consistently featured on the back of the pack is crucial for maintaining a cohesive brand identity.
3. Neglecting Multilingual Requirements: In today's global marketplace, many products need to accommodate multilingual labels. Overlooking these requirements can result in cluttered and illegible copy, diminishing the pack's overall effectiveness.

Conclusion:

The back of the pack represents a valuable opportunity for brands to enhance their storytelling and connect with consumers on a deeper level. By embracing best practices, such as treating it as an extension of the brand narrative, optimising for visibility and brand recognition, prioritising clarity and conciseness, and embracing creative solutions, brands can unlock the full potential of this often-overlooked canvas. However, it is essential to remain vigilant and avoid pitfalls like information overload, inconsistent branding, and neglecting multilingual requirements.

By striking the right balance, brands can elevate their packaging design and marketing strategies, ultimately fostering stronger connections with consumers and driving success in the competitive marketplace.

?? Some key points:

• Treat the back of the pack as an extension of the brand's narrative, not just a repository for excess information.
• Incorporate prominent brand elements to ensure visibility and recognition, especially for cylindrical packs with inconsistent shelf orientation.
• Prioritize clarity and conciseness, focusing on the most salient points and avoiding information overload.
• Embrace creative solutions, such as incorporating brand mascots or distinctive visual elements, to break up dense text and reinforce brand recognition.

?? Featured podcast episode:

This podcast episode looks at the Branding & packaging design for Yakult & the benefits of using core assets consistently.

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