How does packaging indicate brand value?

     

Colours, Typefaces and Graphics

What colours, typefaces, graphics does the company use on the packaging? What does this say about the value of the product?

Due to the nature of Koko Blacks' and Cadburys' packaging I will just use the examples of the products on this blog to compare and contrast.

Koko Black uses a limited colour palette - black, dark brown, white, cream, gold. The typefaces visible on the packaging is the logo in a serif font "Esta Pro". The only graphic visible on this example is the logo (without the name) on a plain background. 

Koko Black relies and develops brand identity and recognition with their packaging. It is simplistic and minimal, using white space to indicate value, sophistication and fashion. The colour palette is very muted/reserved and does not jump out at you but communicates value with the bold contrast of black/dark brown on white. The subtle use of gold also communicates this as well as exclusiveness. The lack of graphics on the packaging communicates the context of the brand, that it is not something you would find in a supermarket and therefore must be good quality.

Cadbury packaging is decorated with the trademark purple followed by bright saturated colours. The typefaces visible on the packaging are the logo in a cursive font, the capitalised serif font and the smaller san-serif font. The graphics on the packaging are usually a photo of the flavour inside, the milk cups and the circular swirls, as well as the logo.

Cadbury is a supermarket brand, by this I mean that it has to communicate everything to the customer on a supermarket shelf, it has to jump out and say "buy me" when placed next to other competing brands. Therefore at a glance it has to grab you, with its bright use of colour therefore Cadbury's value compared to KoKo Black is communicated as dramatically lower. The type on the packaging communicates the newest Cadbury promotions, the type of chocolate inside, making all the information that the customer may want available at a glance, therefore compared to KoKo Black's exclusive minimalist packaging Cadbury is comunicated as cheaper. Lastly Cadbury has an image of chocolate, the flavour you are buying, on the front. This does not communicate the same finesse, fashion and style as KoKo Black.

Cadbury chocolate packaging when placed next to KoKo Blacks, looks tacky, factory-made, cheap, fun, playful and communicates family value. It looks like a cheaper brand, however this is not considering the context that these chocolates are sold.


Materials

What materials are used in the packaging (ie. card stock, foils, specialty papers, print treatments)? What do the materials tell you about the product value?

KoKo Black uses thick card boxes, with segmented sections and layered card. Cadbury's products are either available in a thin card box, with foil wrapped around the chocolate or a shiny foil wrapping, crimped at the ends.

The thick card stock and layered card communicates quality, luxury and indulgence, the extra layer of card is not there for any purpose other than aesthetics. The individual segments for the chocolates also communicates the value of them, that they should be enjoyed one at a time, they are special and individual. The packaging is sturdy and appealing, the consumer buys the packaging as well as the chocolate.

While Cadbury's packaging uses the least material possible, there is no extra layers no indulgence in the feel of it either, the block of chocolate is simply dented each peice is not as special as the last, it has a very factory feel. The Packaging is a delivery method and nothing more, it delivers the information to the buyer then is thrown away.

Sources

Koko Black Logo and Packaging Image - http://www.mynameisnatalia.com/

Cadbury Logo - https://dualogo.wordpress.com/tag/cadbury/

Cadbury Packaging Image - http://www.pinpointdesign.com.au/case-study/1