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The Total Package

When walking across the cereal aisle of a grocery store, shoppers are enveloped in a colorful sea of options. Some individuals already know right away what brand of cereal they want specifically. Other customers simply do not have the time to compare the pros and cons of products, so they result to judging by the packaging of the product. These shoppers choose to visually analyze the different brands available, based on the packaging design and their aesthetic preferences. With copious varieties of vibrant colors and attention-grabbing designs, shoppers are heavily influenced by product appearance, whether they know the brand or not.

For instance, when comparing the designs of generic store-brands like Great Value cereal and popular name brands like Kellogg’s cereal, customers will find the Kellogg’s brand to be more appealing because of the company’s reputation as well as the well-known, signature box designs. The food business highlights the importance in packaging design today, displaying the messages and promises of brands to their target market.

The success of food businesses today depends on their reputation as a brand and is heavily illustrated through appealing packaging. Ultimately, first impressions can easily make or break communication with potential customers.


  1. Jie Zheng wrote:

    This is definitely true in using packaging to appeal to a specific audience! Especially the bright colors and mascots on kids cereal boxes, versus the subdued palette of adult cereals. I also have notice generic store brands copying the color palette of the name brand, which shows the power of packaging recognition.

    Friday, October 13, 2017 at 8:38 pm | Permalink
  2. Hoangnhat Nguyen wrote:

    Hi Ashley. I agree that your design can make an impact on potential customers. You can tell if a company has a good reputation or not just by the PAcaking of the design. It seems like Great Value was trying to make it a generic brand, by using a lot of white space and generic typefaces.

    Saturday, October 14, 2017 at 9:28 am | Permalink