In order to celebrate National Packaging Design Day (7th May), we thought it would be a perfect opportunity to give you some insight into what makes some great and innovative packaging designs.
Tiffany & Co’s blue boxes are iconic and probably the most recognisable aspect of the brand, for good reason. Since being founded in 1837, Tiffany & Co made a name for itself by popularising the newer, sleeker designs and “American style” in contrast with the intricate designs in recent decades.
When this shade of aqua blue was chosen for a catalogue in 1845, the shade became instantly synonymous with Tiffany and was trademarked as of 1998. But why is it such a successful colour? Pantone Colour Institute Executive Director Leatrice Eiseman says “It evokes positive thoughts and reactions, and this, combined with the status that Tiffany has assigned to it, makes for perfect packaging” The simplistic yet dramatic appearance of the box is no doubt eye-catching, even if you were to forget all ties it has to Tiffany and general affluence you would probably still feel drawn to it. This is most likely due to the classic, unchanged and now somewhat vintage design of the box. No doubt, the level of exclusivity the box has and the fact you famously can’t buy one separately is part of the reason it has stood the test of time for so long.
Coca Cola is no doubt one of, if not the most recognised brand in the world. When we think of Coca Cola, we think of a few different things. We think of the taste, perhaps the colour red and the classic glass bottle shape.
The most important part however, is the distinctive Coca Cola font. The sweeping, dramatic lines and distinctive swirls was used while Frank M Robinson, a co-founder of Coca Cola, was experimenting in Spencerian script which was a popular style at the time. In fact, the name Coca Cola was only suggested because he felt the two C’s would “look well in advertising” and the logo was eventually trademarked in 1893. An important thing to note about the Coca Cola logo is its consistency throughout the years. Despite its incarnations throughout the years, it has remained more or less the same- especially considering the amount of time Coca Cola has been running. The familiar red and white colour scheme remains a constant and is instantly recognisable to almost anyone worldwide which is truly a testament to how iconic Coca Cola as a brand has become. In recent decades, emphasis on the classic and vintage aspect of buying into the brand has become more evident which is an excellent marketing strategy considering the almost timeless aspect of Coca Cola.