September 28, 2013

Challenge 12 of 52: Cheese Powder Packaging

Challenge 12 of 52: Cheese Powder Packaging

Few weeks back, Mr. Haris Faizal come to me for some business advice. He’s also one of RoketSMS early customers. His product is an instant Cheese Powder and below is his current packaging.

So, what are we going to do with this packaging? Mr. Haris aims to double his sale and design is one of the area to be tackled. He reported that a number of grocery shops rejected his product because of the lackluster design.

Changing the packaging from simple plastic pack to box is too expensive for him so we need to work around the sticker. The current design is too cluttered so the first thing to do is to bring some visual hierarchy to the design. Lower part of the current design looks like a mass of nonsensical text due to the use of same font size for all type of information. The instruction, ingredients, distributor information and expiry date is all jumbled up together.

The obvious thing to do is to make the Ingredients section smaller because it is there just for compliance sake. Focus should be given to the instruction because there lies the value proposition of the product. Consumers are buying convenience here so the packaging need to sell how easy it is to prepare the cheese dip.

This is further reinforced from customer frequent question which is do they need to cook it on the stove? Actually, they just need add hot water. Thus, the instruction should be made crystal clear and hightlight ‘Just Add Hot Water’. Also, change the name of the product to Instant Cheese Powder for good measure.