The second year of trade magazine PLBuyer’s Design Excellence Awards brought in more than 100 submissions over 16 categories. In mid September I had the privilege to judge the contest along with Lindsey Hurr of Immotion Studios, Todd Maute of CBX, and Dennis Whalen of Michael Osborne Design.
Voting was based on the following attributes for each product’s packaging:
Shelf Impact: The product visually stands out on the shelf versus competitors or effectively borrows the equities of the national brand (if this was the intended design strategy).
Relevancy: The package design ‘speaks’ to the target shopper (e.g. mom) and consumer (e.g. kids, dad, etc.)
Benefit/Appeal: The package conveys the right purchase drivers for the category and/or quality tier. For example, appetite appeal (food), efficacy (OTC), strength (garbage bags), etc.
Quality Positioning – The design reflects the intended quality position. For example, value tier should not over-promise and premium should look premium, etc.
Aesthetic Acumen: The overall design is well thought out, demonstrating effective use of font, image, layout and color.
Retail finalists included:
- Navarro Discount Pharmacy’s
- Biggby Cafe
- Fresh & Easy Neighborhood Market
- Whole Foods Market
- Overwaitea Food Group
- Tesco UK
- The Fresh Market
Pick up this months issue of the magazine to see all the winners.