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All the world’s a stage…for visual metaphors in packaging!

In packaging design, visual metaphors are used for illustrating ideas and are the basis of creating a mood, theme, character, or personality for the brand.

Bolthouse Fams' juice packaging reflects fresh ingredients.
Bolthouse Fams' juice packaging reflects fresh ingredients.

Ah, the ubiquitous visual metaphor becomes very clear as it builds equity by creating a common reference point between two or more seemingly unrelated subjects.

Consumer decisions are made based on the five senses, but it is the visual associations that we respond to much more rapidly, such as icons, logos, identities, symbols, shapes, colors—all manner of visual imagery.

And, with metaphors having the ability to straddle two or more modalities, such as language, visuals, sound, and gestures, the myriad of options are endless. They allow a brand to cross over into new categories and bring the consumer along with them through the use of commonly recognized elements. They allow a brand the freedom and flexibility to develop a platform for consumers to think beyond the original/typical lexicon and offer a range of possibilities previously not considered as a conscious reference point.

All the usual suspects that come to mind that we closely identify with global brands can be deemed visual metaphors. For example, consider Nike’s swoosh, Target’s bulls-eye, Apple’s… apple, McDonald’s arches, the Jolly Green Giant, Starbuck’s siren, Pepsi’s globe, and Budweiser’s Clydesdale horses.

In packaging design, visual metaphors are used for illustrating ideas and are the basis of creating a mood, theme, character, or personality for the brand. Think about Godiva’s Lady Godiva, which also uses a gold/foil color for this purpose.

Sometimes the metaphors are also locked up with a tagline, as in Origins Cosmetics’ tagline, “Powered by Nature. Proven by Science,” and McDonald’s “I’m lovin it.” These metaphors enhance the brand to expedite the consumer connection to complement a brand’s communications hierarchy and not complicate it.

There needs to be strategic reason for each essential equity element to reside on a package, otherwise it is not just perceived, but considered visual “clutter.”

Visual metaphors reinforce freshness for juice
Bolthouse Farms is a fourth-generation family-owned farm located in the picturesque, historic, fertile San Joaquin Valley of California. (That descriptor alone should conjure up visual metaphors in one’s mind.)

For more than 90 years, they have been growing and harvesting premium, fresh produce. And, as the first name in carrots for more than 50 years, they built a beverage division by entering the premium refrigerated juice market.

Their juices—and all products—are crafted from the finest fruits, vegetables, and other 100% natural ingredients that are a nutritious and delicious expression of their continued commitment to responsible farming and natural health.

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