Branding the Table. A Visual Guide to Culinary Delights
Definition and Importance of Graphic Design in the Food Industry
Definition:
Designers take a comprehensive approach to tackle design challenges, expanding the project’s horizons and offering innovative solutions that affect various aspects simultaneously, including production, packaging, and marketing. Their holistic approach leads to the creation of tools that actively engage all involved parties. Moreover, designers possess the skill set to oversee the product development process, fostering collaboration among experts from different disciplines. By playing a pivotal role in integrating diverse knowledge domains, designers enable large food corporations to introduce innovations that not only cater to genuine consumer needs but also make a positive societal impact while ensuring sustained profitability and growth.
Foods serve as fascinating materials for designers due to their close ties to everyday cultural practices, engaging all human senses. The intrinsic regional, seasonal, and perishable nature of foodstuffs poses an intriguing challenge for designers, compelling them to establish connections between consumers and the realms of agriculture, trade, and food processing techniques.The contributions of designers in food development processes are multifaceted, ranging from broadening project scopes to shaping tools that foster engagement, facilitating seamless cooperation among team members, and integrating specialized expertise.1
Importance and Connection to the Food Industry:
Each year, a multitude of new food products enter the market, yet a staggering 95% face failure. This highlights the substantial role played by packaging, marketing, and advertising in brand introduction and consumer preferences. A study by MeadWestvaco titled „Packaging Matters“ revealed that packaging alone drives 36% of purchase decisions, surpassing the influence of TV ads, online reviews, and recommendations from friends.
An exemplary case illustrating the power of design was witnessed in Nutella’s 2017 campaign, featuring seven million distinct versions of the product’s graphic identity. This campaign resulted in an astounding success, with all items selling out within a remarkably short span of just one month.
The credibility of good design resonates with consumers, fostering trust and reliability. Incorporating storytelling elements into food packaging crafts compelling narratives that trace the journey of the product from its origin on the farm to its presence on the consumer’s table. This narrative-driven approach ensures that packaging effectively fulfills its fundamental roles: informing consumers about the product, guiding them on functionality, and demonstrating its inherent value.
Consumers often extend their perception of a product’s quality and appeal to the packaging itself, a phenomenon termed „sensation transference.“ Furthermore, color choice significantly impacts consumers‘ perceptions of the product.
In the league of innovators, companies like Apple have redefined packaging as an art form, attracting a niche community of ‚unboxers‘ who specialize in unpacking and showcasing packages.
Thorough research into demographics and target audiences serves as a cornerstone, aligning design elements with the values and aspirations of the intended consumers. Thus, creating a harmonious linkage between packaging design, graphics, and the brand itself, underlining the significance of employing meticulous market research, as witnessed in the initial stages of logo creation.
Developing an experiential packaging design, reminiscent of the careful craftsmanship and attention to detail found in brands like Apple, elevates the consumer experience, making the unboxing process a delightful and engaging journey.2
In essence, the fusion of graphic design with the culinary world not only amplifies brand appeal but also serves as a powerful tool to connect consumers with the narrative of food, transforming the mundane act of unboxing into an immersive experience and revolutionizing the way we perceive, interact, and ultimately savor what lies within.
Quelle:
- https://www.researchgate.net/publication/308828593_What_design_can_bring_to_the_food_industry/link/5ba767a5299bf13e60464b85/download
- https://www.fooddive.com/news/why-good-design-can-make-or-break-your-food-and-beverage-business/523696/
