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When less is more

Used wisely, subtlety and sophistication are winning design tactics. But the wrong approach risks commoditizing sophistication, a leading designer advises.

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In the words of architect Mies van der Rohe, “less is more.” That principle, which has worked wonders in the design of majestic buildings, also can be effective in package design. But look at virtually any store shelf, and it’s as if each package is shouting, “look at me!” a little louder than its neighbors.

Aisle after aisle is cluttered with “eye pollution” that has consumers on information overload. In their state of confusion with so many choices, they are often defaulting to lowest-price mode as they make their selection.

Ronald de Vlam, a partner in the Chicago office of Webb Scarlett deVlam, an international brand identity and package design firm, noted the state of visual clutter in recounting his recent walk through a Wal-Mart store.

“It suddenly hit me that if I am reaching saturation level, as a design professional, how must consumers feel?” reasons de Vlam, whose firm has designed packages for brands such as Olay, Chivas Regal, Pringles, and Plymouth Gin.

As a consumer, de Vlam says he gravitates toward simpler and more sophisticated packages that “break through the noise with quiet.” They carry an underlying tone of “less is more.”

Sophistication defined

What is sophistication? De Vlam explains that the term has a certain “je ne sais quoi,” poorly translated to mean, “I don’t know what it is that is so special about that, but something definitely is.” It’s about creating an allure that might not be visible immediately, perhaps because it’s slightly hidden behind layers within the design. It’s a design whose intrigue invites the consumer to peruse, try, and hopefully appreciate.

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