We work on a lot of packaging around here, and with it being the most symbolic and pervasive real estate our clients own – it’s no surprise we get into debates over the size of the logo on the package.
We’ve seen the parodies circulating on the interweb about this very dynamic.
But I prefer the useful perspective Seth Godin shares on the topic.
The original reason for brands was to let the buyer know the source of the goods. “We made this,” says the organization we trust when we buy something.
Over time, though, brands have evolved into something we want other people to see, not just us. “I bought this,” says the person who wears or drinks or drives something with status.
The essence of a brand with social juice, of one that matters as a label, isn’t how big the logo is. No, what matters is that the buyer thinks the brand is important, and that the logo is a signifier that they’re paying for.
So no one complains that the logo on the wine bottle is not in tiny 18 point type, or that the BMW convertible has 8 or 9 or 14 logos on it, or that we can tell it’s a Harley just from the sound it makes driving down the street.
If you are angling to make your logo bigger but your customers don’t care (or resist), if your customers aren’t eager to say, “I bought this,” then you’re doing the wrong angling. The work that needs to be done is to create a product and a story that makes your customers want you to make the logo more prominent.
So instead of debating about logo size, I’m sure we can all agree there’s more important work to be focused on first.
Take a look below at Antrepo’s minimal packaging experiment, see for yourself if the size of a logo and other design elements make a difference:
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