Design: No Laughing Matter

Humour is hard to bottle

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Tyrrells potato chips pack design adds some ironical images (in the basic line), some illustrations similar to the ones shown in botanical catalogues (in the natural line)
Tyrrells potato chips pack design adds some ironical images (in the basic line), some illustrations similar to the ones shown in botanical catalogues (in the natural line)

Picture this: Acquaintances from across the road drop in suddenly. You offer them hospitality; in true Indian tradition they say, “Kuch Nahi” (nothing, please). This is your cue. You dip into the cabinet and pull out, what else, but a bottle of excellently brewed Kuch Nahi. The contents of the bottle would be immaterial. The packaging label will steal the moment. This is just what an enterprising Sikh in UK has done by creating a bottle of Kuch Nahi. An excellent example of witty packaging designed to cross shelf positioning barriers. In the conventional hierarchy of brands placed on shelves according to their quality, price and pecking orders a product packaged in humour will easily find a special place in anyone’s mind. Marketers have always known in their guts that customers have an emotional response (feeling) much before they make rational decisions (think) towards a product purchase decision. In branding terms this emotional appeal is called engagement or ‘connecting.’ In a social context it is the equivalent of a shared smile, a witty exchange or…

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An engineering graduate from BITS, Pilani and a Post-Graduate Diploma from Milan, Italy in Human Factors Engineering. Over 40 years of work experience in branding, packaging design & development. Worked as Head of Packaging at Oriflame – Silver Oak; Dabur India and Ranbaxy Laboratories. Currently - an Associate with The Packaging Consortium – a packaging development consultancy. Worked closely with Jindal Polymer Films for Application Development of Specialty Films for flexible packaging. Now a packaging consultant for some reputed companies. He is also an Associate Director with Firstouch Solutions – a design company providing services in Brand Comm, Packaging, Exhibitions and Branded Retail Environments. He is closely associated with the Indian Institute of Packaging as a Member of the Northern Regional Committee. He is also active as a contributor to Packaging South Asia magazine and other journals and at forums and conferences. Has been writing articles on packaging design and marketing for Packaging South Asia since 2007.