“Where will my product be displayed?” It’s a simple question food packaging designers should ask themselves before stepping to the drawing board. Designing concepts for frozen and refrigerated food, for instance, requires another approach in terms of visibility than designing for a regular store shelf. Let’s explore the choices designers have to make when designing packages for refrigerated or freezer storage.
Maintaining visual appeal from behind glass doors
Closed refrigerated storage units are typically found in convenience stores, liquor stores and drugstores. Cooled beverages and convenience foods are the most common items you can find there. Depending on the quality of the units and the maintenance in the store, the glass doors of the storage units can become cloudy and frosty. Thus, the challenge from a designer’s viewpoint is creating a package that is still clearly visible and appealing under a variety of circumstances.
Refrigerated food packaging design: legibility, font size and coloring
The key is to make bold choices when it comes to font, size and color. Your frozen food packaging should communicate all of its features from behind the glass. It’s also a good idea to put emphasis on images. Remember that customers typically won’t open the door just to scrutinize a package; they‘ll only open the unit once they’ve found the product they’re looking for.
Frozen food packaging design
Even harder than remaining visually appealing behind a foggy door is marketing your product behind a solid closed door. Freezer doors fog up almost instantly and remain closed most of the time. In order to stand out under these hard conditions, choose a font that is clearly legible. By providing signs and other simple display items to the store you can make sure customers find your products even when they’re stored out of sight.
Here graphics may help too, as shoppers will hardly take the time to read the freezing cold packaging. A mere glance at the picture has to suffice to know what’s inside.
As down-to-earth as these tips may be, they might mean the difference between OK sales figures and booming figures. What do you prefer?