Unlike other packaging titles, which simply provIde templates to copy, this book enables designers of all packaging types to create 3-D packaging forms that are specific to their needs rather than based ...
By Lin Wilson
Icons and infographics, which combine text and illustration, are highly valuable tools for package designers in today's competitive global market. This visual shorthand quickly communicates a product or service's features, benefits, or brand promise. Creating a well-thought-out library of icons further conveys credibility and bridges understanding across multiple languages and cultures.
A fast food company recently reevaluated the ingredient icons on its wrappers and found a mishmash of illustration styles cobbled together over the years. More than a few icons weren't translating into other languages and cultures. For instance, a bottle with the letter "C" on it is only relevant to English-speaking "catsup" consumers. An overhaul of the icons to make them consistent and more relevant would bridge understanding with both customers and line cooks.
With real estate at a premium on packages, ad agencies for Molson Beer, Fellowes Shredders, and Memorex turned to Funnel Incorporated for its creativity and expertise in boiling a message down to efficient icons. Informative and entertaining, these designs communicate everything from brand personality to package contents and technology features.
Small but mighty
When Funnel Incorporated was approached by ad agency Foote, Cone & Belding Communications to create an icon for Fellowes' new line of shredders, the objective was to illustrate a bulldog that could live up to a bold new tagline: "The world's toughest shredders." The goal was achieved by creating a dog with more muscles, aggressive body language, and intimidating scowl while avoiding clichés such as saggy jowls. Exaggerated teeth reinforced the shredder's sharpness and a pointy spiked collar further implied the Fellowes commitment to serious shredding.
Deliberate but sparing use of color draws the eye to an icon, prioritizes key information, and ties in with a corporate color scheme. In this case, gray was used to give the bulldog's teeth and collar spikes a metallic look and yellow was used to highlight the dog's physique.
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