INTERVIEW AT IPMARK: "The complexity of simplicity: What benefits does simple packaging design bring to brands?
First, we start from the premise that graphic design is a tool that helps us convey a message in an effective and attractive way. That's why simplicity helps us highlight that message, making it easier to understand within
a market saturated with visual stimuli.
For this reason, more and more brands are betting on the strategy of simplicity as an effective communication tool. And although it may seem contradictory, a simple idea is loaded with complexity and sophistication.
IMPACT ON CONSUMER PERCEPTION
Since brands understood that packaging was not just a container for products, but a marketing resource to influence consumer perception, purchasing decisions, and loyalty, simplicity plays a fundamental role.
Various studies indicate that consumers tend to associate simple designs with reliable, quality brands. One example is the study conducted by The Dieline, which revealed that products with simple packaging designs experienced a 35% increase in sales compared
to those with more complex designs.
This increase was largely due to the clarity with which consumers identified and remembered the products.
One of the premises we followed when tackling the challenge of rebranding San Miguel's Magna beer was precisely to eliminate the superfluous. With the goal of rejuvenating the brand, we created a powerful visual interplay between text and super-enlarged images to enhance the meaning of the word "Magna," thus building a clear and self-confident identity.
CHALLENGES OF SIMPLICITY
Despite the numerous benefits, a simple design needs to strike a balance or it risks appearing generic. For this reason, and to achieve this goal, a meticulous study must be carried out to find each brand's identity, maintaining its values and authenticity.
Furthermore, in some sectors, such as premium products, consumers expect a higher level of sophistication. But that doesn't mean we have to overdo the design; quite the opposite.
As an example, we show the concept we worked on for Maker's Mark whiskey with an artisanal soul, where each bottle is unique. And based on this concept, we enhanced its values by removing the label and stamping the brand directly onto the wax, achieving, with a simple idea, greater premiumness and differentiation.
However, it is important to emphasize that the complexity of simplicity lies not only in the execution, but in the ability to clearly communicate an idea, strengthening the brand's identity.
THE FUTURE OF PACKAGING DESIGN
In short, beyond passing fads, simplicity has always been present in design as a fundamental element to help convey an idea or values. And brands that understand this philosophy will endure longer in the consumer's mind and will be better positioned to adapt to a rapidly growing market.