Leveraging anthropomorphic aspects in packaging design

摘要

To me, packaging is a canvas, and when I look at canvases, I expect to see art-something fun, something interesting, something...disruptive. I was in the Fresh Market the other day, and Fred Water in its plastic flask drew my eye. In the sea of bottled water choices, Fred stood out and demanded to be noticed. Fred is a real disruptor on the shelf, and the creators utilized simple aspects of design to achieve that disruption. I won't get into typography, use of space, or the leveraging of a symbolic structure today. I want to talk about Fred-just "Fred."