Trend of the Week: Packaging Matters

We eat with our eyes 

Product packaging is the first point of contact between the consumer and the product. While brands pour tons of time and effort into the product itself, one of the most important components can sometimes be forgotten about. The product itself may be equally important, but packing is the first impression and the first brand touchpoint for consumers. 

Dopamine Design 

Dopamine design is product packaging that is engineered to light up our brain’s pleasure centres. Brands use eye-popping graphics and bold fonts to ensure that, in the split second you glance at a shelf or screen, your reward pathways are already activated. The packaging doesn’t just contain the product; it becomes an experience..

Speak their language 

Just like bold visuals, short, punchy, and positive words can deliver excitement, making the product feel rewarding before it’s even opened. Words that spark emotions or create vivid images help build a feel-good association with the product, nudging us closer to buying.

Example 1: Rx Bars 

RxBAR adopted a simple, solid background color for each variety to quickly signal flavor and stand out on shelves. The use of white text on colored backgrounds increased visibility and helped the bars catch consumers’ eyes. Cohesive color use across their product line reinforced recognition and made the brand easy to spot in stores.

The front of the packaging listed the main ingredients in a straightforward, honest way: “3 Egg Whites, 6 Almonds, 4 Cashews, 2 Dates, No B.S.”. The large, clear font makes the product easy to read at a glance. By highlighting real ingredients with unembellished language the brand builds trust, cutting through confusing or misleading health claims. The phrase “No B.S.” sums up the brand’s promise and resonates with consumers looking for honesty and simplicity.

Example 2: Olipop 

From jargon heavy messaging to simplistic design with appetizing language. Olipop originally led with the concept of a “sparkling digestive tonic.” This kind of phrasing signaled something functional or medical rather than a delicious and healthy beverage. Their new positioning is flavour-forward, making the flavour of the drink and its contents the main event.

Instead of hiding health benefits in wordy jargon, the packaging now states plainly at the top: “Supports Digestive Health.” Additional benefits like prebiotics and plant fiber are listed on the side, in familiar terms that the average shopper recognizes and appreciates. By making the can design more appealing and flavor-centric, Olipop first signals that their sparkling tonic is a delicious drink and the health benefits are a bonus.

SUGO Communications is a leading and award winning PR and influencer marketing agency with offices in New York City and Los Angeles, offering customized strategies for U.S.-based food, beverage, travel, and lifestyle brands. We’ve helped companies across California, New York, Florida, and Texas build buzz, drive conversions, and grow their brand awareness nationally.