While it’s not something that’s always seen initially, almost every package that’s a winner is made specifically for a target audience.
One example is pasta, which is something that’s made the news. Beyond mere looks, customers have started to complain about not finding the right cooking times on these. The number for this actually ended up being found eventually, but on the back corner of the package, in the tiniest font imaginable, in a color that just doesn’t really stand out.
This is something that a lot of people don’t like. You don’t want to waste time, and a lot of people are now turning to brands and social media to call out this packaging, so that they can find it better.
Do you really care about the pasta name that’s on there or the recipes that are on the side? Not really? You want to also look at the different times that are there. While yes, you want to make sure that it looks good, but the thing is, overcooked pasta is a huge no, and a lot of people don’t want that. Whether it’s penne, spaghetti, or bucatini, you’ll want to make sure that you have the cooking instructions, especially al dente.
Why is this hidden then? Well, this was first started by the Garofalo pasta factory. They had world pasta day, which then coincided into something called the big minutes movement. This convinced the manufacturer to actually launch a special type of pasta that’ll benefit those obsessed with cooking minutes.
The preparation is now seen in the very front and center on this packaging, and with the transparentness of this, it really promotes that it’s big, it’s bold, and it matters a whole lot.
The gap in the transparency was first found by Marco Faccio, who was part of the Hub09 agency out in Turin, where he launched different revised types of pasta mockups that also offered the different information on full display. This then escalated, to the point where Fabianelli did create their own campaign, and also Findus and Riso Gallo, two other pasta retailers also made sure to have a marketing style in real time, where they showed how different and innovative they were through printing the different cooking times on there.
This is something that has further changed too. Some of them even have it front and center, in a large format that people can all go and see.
You may not realize it, but a lot of pasta manufacturers are now zooming in front, pushing it front and center, and this is something that does enhance the cooking of pasta. It might not seem like much, but remember, cooking times do vary based on this, and for a lot of pasta, if it’s not cooked al dente, it would be better not to be cooked at all!
If you’re someone that is interested in preparing packaging with different types of means that you wish to test, you’re not alone. Remember, feedback is good for brands and businesses. It makes people happy when they’re getting pasta that fits exactly what they need.
When you create a prototype, even just a small sample, you’ll be able to test this out. You can set up focus groups and provide an A/B or even similar testing that’s used to help you figure out the ideal format for products that are there. your packaging will thank you, and from there you will get the best type of pasta that you can.
Not just pasta, any product can benefit from this too.
Food Packaging Business 