Good Branding Means “No Reading”

Companies like Target have mastered sophistication as well as whimsy and their style is recognizable before you even read the name. Successful branding almost means “no reading”. Your “look” becomes your brand recognition. Nothing about Target’s advertising says “discount store”. It is what they say without saying it that makes them successful.

Packaging that is classified as “disposable” can also give the impression of “ordinary”. Changes to packaging can give an image boost to a long-standing favorite. People want something new but are sometimes skeptical about “new and improved”. They don’t want their favorite product to change.

Nestle Turtles Brand Retro and 60th Anniversary Tins

Taking that familiar look from a paper or plastic container to decorative tin gives the “fans” a collectable to refill with their favorite while also attracting the attention of new buyers. A gift could be an introduction for a product to a new consumer. A product in a package that gives a higher perceived value is more likely to be chosen.

Good branding satisfies more than one of the senses. Other forms of advertising may use music or catchy slogans. It’s not all about look. Tins have a tactile appeal but you only have about 5 seconds to make someone want to come over and pick it up! High-quality graphics on bright tin are the eye-catcher.


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