TheDieline.com: Package Design: Foil
I love this design, although it’s the kind of design that I’m torn over. Not knowing the language, it’s impossible to tell what product this by looking at it (see answer at post’s end).
For designers, it used to be your goal to immediately tell the potential buyer what your product was. If this was sugar, then something of its design had to immediately evoke “sugar.” A sugar cane, a pile of sugar, etc. It had to be on the box.
But now, because good products are everywhere, the key is now about emotional design, and finding designs that resonate with us emotionally more than logically. In other words, the kind of design that says “OK, this is a chocolate bar, and although I don’t really want a chocolate bar, I really want this chocolate bar.”
So the traditionalist in me ends up saying “I don’t know what this product is at all!” and the modernist in me says “…but I still want it for some strange reason.” That’s a strange, strange feeling. Is it still successful? Yes? No? Not answerable; define “success” first. Welcome to Business 20x0.
(Answer: it’s neither sugar nor chocolate; Foil is a line of latex gloves.)
