Food packaging design aimed at children these days needs to be fun and exciting. It can be a bit of a challenge as it has to appeal to both kids and parent. If you get it wrong, the product is not likely to be purchased. So how do brand managers and food packaging design agencies do it? Here are a few quick and simple ideas that we followed.
Mum (and Dad) have to be on board
It’s fair to say that in 2021 we are paying so much more attention to what we buy, what we eat and also what our kids eat and if it’s healthy, so lets start with Mum.
As Mum is the buyer we need to earn her trust. She is the gatekeeper for all things healthy, particularly when it comes to shopping for the kids, so it’s vital she knows the benefits. Those positive messages about the product need to be flagged, and preferably on the front of pack, subtley but in a noticeable way. It could be messaging reinforcement such as high calcium, low fat, nothing artificial, local ingredients etc that will help to build and establish a level of trust.
The kids – make it interesting and engaging
So we need to try and engage the kids. If it’s appealing to the kids then we have got to first base. If we are going down the healthy route, then bright bold in your face artificial type colours will not reflect those healthy cues. The balance is finding a colour palette that is light, yet still catches the eye of kids. We want to try and make it fun and engaging too, so typography will play a part, so too can illustrations and characters can also help.
(nb careful as this approach depends on the age group you are targeting) Overall, the food packaging needs to be fresh and exciting.
Design it appropriately for the age range
Maturity and tastes change quickly from toddler to kid to tween to teen. If the design is off for the audience then the mark will be missed big time. If you’re targeting multiple age ranges then it’s likely to be more of a family product than a kid product, with more emphasis on the parent portion of the audience. Nevertheless, make sure the packaging design still appeals to the individual age ranges.
A Brand Story might help
Telling your story is another positive reinforcement. As your packaging is a bit like real estate, you need to be ultra careful how much space you devote, but through my experience a short sharp paragraph is all it takes. Makes sure it is written in a tone that works with your brand, and that the story captures the essence of what your brand is all about and what it stands for.
This is a really good example of what we did for Eat with Josh, who was a contestant featured on My Kitchen Rules. He was looking to launch flavoured polenta chips, so the brand’s personality reflected fun, playful, easy going, engaging, and personal, so the brand story created reinforced all of these values.
Whilst the design of the new packaging ticked all the boxes in terms of brand values, the brand story has enhanced the new packs, and potential buyers now have a real understanding of what the brand is and what Josh stands for.
Hope you find this article useful.
