Charting the Far Side

We are all enchanted by the face of the bright moon as it beams down at us from the night sky. This is the side which is familiar to us. We grow up with it. Many of us want to reach out to it. Many of us want to own it. Many want to gift it to their beloved. Few of us, however, realize that there is a forever hidden – dark side of the moon which is unfamiliar and unexplored. In the same way many of the packaged products that we grow up with or own or gift, remain familiar to us only by their front panels but seldom by their back panels. “If the role of the front panel design is to stimulate pur- chase either through strong branding, appetite appeal, special offer or product advantage,” asks Lars G Wallentin, a renowned pack designer for Nestlé, “the role of the back panel is re-purchase, i.e., to strengthen the bond between the consumer and the brand/producer. If this is the case, why are so…

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