PiNG! Connecting with Your Consumer - Flipbook - Page 64
PiNG!
CHAPTER 3
PiNG!
CHAPTER 3
GIO Helps Optimize
Your Brand’s Visual Equity
1
GLOBAL
2
INTELLIGENCE
GIO provides expert assessments in package design and visual branding. We apply our global
expertise to both our clients’ brands as well as those of their major competitors. By conducting a thorough, competitive packaging assessment, we help our clients best visualize how their brand’s design competes on shelf in the global
marketspace.
GIO helps its clients create the most successful and meaningful visual equity and package design decisions possible.
GIO provides its clients with a thorough analysis of the package design competitive landscape for an entire category.
We take a systematic approach to assessing each major brand in the category by:
• Identifying each brand’s design strategy for creating brand unity through color,
shape or logo.
• Outlining the elements that the brand uses to differentiate individual SKUs.
• Understanding how design elements change on a country-by-country basis.
• Identifying each brand’s intentions behind brand unity and SKU differentiation
and assessing how successful those intentions are on shelf.
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Color and Shape
The first thing your consumer sees when she looks at your package is the
color. Does the color stand out on shelf and help
differentiate varieties within brands? The shape of
your package is a close second. Unique, proprietary
shapes can become as identifiable as a familiar logo
and can help create an unexpected landscape that
makes your brand pop on shelf.
Brand Name and Logos Your brand name
and logo are almost always the elements with which
your consumer is most familiar before she enters
your category. You need to take advantage of this
existing familiarity and make sure that your brand
and logo are easy to find when they are surrounded
by competing brands.
SKU Description
Do not forget that your
consumer also wants to find the product she is
looking for without wasting a lot of time. Your
package design must use visual equity elements
that both unify the entire brand and clearly differentiate each SKU within your brand. And those
design elements must clearly communicate each
product’s benefits in a way that she can understand.
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