In an increasingly information-saturated market, a product’s packaging can make or break a consumer’s purchasing decision. Other brand messaging such as advertising is often lost in the proliferation of ‘marketing noise’, which makes packaging even more important. It can help a brand stand out at the critical point of purchase.
Jason Kempen, creative director at Fountainhead Design, says companies need packaging experts more than ever before. “The Consumer Protection Act has had a significant impact. In addition to having to make changes to ingredient declarations, product claims and accurate nutritionals, the design of the actual pack has been affected. There are specific requirements regarding typeface size and use of product photography, so designers are being challenged to come up with new ways to appeal to consumers with attractive packaging that is compliant.”
Fountainhead Design has established a niche for itself in this growing design sector, building a reputation as a packaging design expert that has helped it land long-term clients such as Parmalat, National Brands, Dulux and British American Tobacco. “Packaging makes up roughly 50% of our business. It’s an important market for us,”
He believes in keeping it simple. “Shelf space is busy and confusing so a single-minded, honest design stands out and stands the test of time,” he says.
Player: Jason Kempen
Company: Fountainhead Design
Contact: +27 (0)21 419 4822