Design matters

One of my favorite marketing blogs is Brand New, which focuses on corporate and brand identities. They recently commented on Kellogg's re-design of the logo and package design of Smart Start cereals. Overall they are not impressed with the changes.

Whether you like the changes or not, the real issue here is that there is much more to cereal box design than meets the eye. Your first glance at a box when walking down the cereal aisle provides a critical moment in your purchasing considerations. Ideally the packaging will project an image that resonates with your needs and desires, and is consistent with its contents. All successful consumer goods do this.

This is one of the reasons that cereal boxes themselves are fascinating, and a critical part of the overall breakfast cereal culture.

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