All Beauty, No Brains: When Graphic Designers Fail to Understand Packaging Hierarchy

04.16.13 / Diana Fryc

We here at Retail Voodoo are big fans of ProBar. Do you know it? We’ve been buying them for sometime now. You can find them in your local Health Food store, Whole Foods, or REI.  They are very wholesome, filling and just plain yummy. That said, I’m confused…like shopper confused. A couple of months ago, I went to buy my favorite, the Superberry & Greens, but what happened next is a tale of packaging tragedy, a story of beauty over brains. I saw new packaging, quite lovely new packaging, but all of a sudden, greeted by a wall of orange, everything looked the same. I had to squint and spend time discerning if I was buying the correct bar.

The whole label hierarchy broke down, and while I meant to leave the car double parked and grab my fav, I ended up getting a big fat ticket instead (*LIE*). Don’t let beautiful packaging override brains. Make sure you manage the information hierarchy correctly, and for goodness sake, change colors, or include high contrast visual cues to make it easy for those of us too addled to read on the fly to buy our favorites.

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