Design Force, Inc., proudly announces that The Toy Book has published its president, Ted Mininni’s thought-provoking, new article as a feature on toybook.com. The piece, titled: Package Design Architecture discusses the importance of establishing an aspect of a licensed brand’s packaging that is highly identifiable and embodies something emotive and unique to the brand as a distinctively dominant package design asset to attract the attention of consumers.
As the article begins, Mr. Mininni defines what differentiates licensed product packaging: ”Unlike traditional consumer product packaging, which typically leverages a single structural strategy, consists of one packaging format in various sizes, and is merchandised in a single shelf set within one category, licensed product packaging must represent a property in a visually distinctive manner, and it must do so while also accommodating diverse packaging formats across a range of consumer product categories throughout the retail environment.
Mininni continues: “When we think of the visual over-saturation that exists within the toy aisles of the mass retail environment, what draws our attention most about a particular licensed brand’s packaging? What do consumers connect with most immediately? Is it the property logo that first catches their eyes? Is it the brand’s color scheme? I say it’s the package design architecture…”
The article cites examples of brands that leverage package design architecture as a way to resonate with consumers. Mr. Mininni: ”To establish a distinctive look for the Frozen 2 packaging program, Disney was inspired by the wooded landscape setting of the franchise’s sequel, in which Elsa, Anna, Kristoff, Olaf, and Sven journey far beyond the gates of Arendelle in search of answers. In contrast to the packaging program for the first film, which featured an icy blue horizontal bar along the bottom of every panel and a background of ornate snowflakes, the Frozen 2 packaging program leverages a birch tree as its primary package design architecture. The angular, cut-paper-like tree defines the left or right side of the package in bright white with a gray, stylized birch bark texture.