i waited with great anticipation for this product. i happen to like vanilla wafers a lot, but when you buy the kind without the “v” it’s pretty expensive. something like twice the price. yet at the same time, purchasing the store brand in its pre-redesigned package days wasn’t all that appealing either. (the old box was yellow, it was pink, it was white…a regular rainbow of colors and stressful fonts.)
the new package, though, was worth the wait. it’s one of the first ones i saw to feature what i call the “teasing tagline” technique: they combined a product shot with a simple drawing and humorous phrase.
what a creative way to spark interest in a commonplace product! beyond that, it creates interest in the whole product line—each variety of cookies and crackers uses the same approach. (it invites the question, “what will the next one say?!“)
as with all other products in this area, they used a mostly sans-serif typeface and no space between words (two colors instead).
here’s a question to ponder: will they change out the drawings every so often? seems to me like that would be a great thing to do—customers would have a reason to check out the products whether or not they intend to make a purchase. and we all know Americans are suckers for impulse buys when they like the way a product is packaged…
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