I Used AI to Create & Test an EPIC Package Design
Education
Introduction
In this article, we’ll explore the fascinating journey of transforming a pack of plain sausages into an enticing product with effective packaging design. Thanks to 3M Visual Attention Software (VAS), we can analyze and optimize our design based on data-driven insights. Let’s dive in!
The Problem: Sad Sausages
I recently came across a pack of sausages that simply didn’t stand out on the shelves. Their plain, uninspired design was causing them to languish, hoping for someone to add them to their shopping cart. This sparked an idea: it was time to give these little sausages the packaging they truly deserve!
Designing the Package
To create an original design, I sourced text content from a real sausage product sold in stores. My objective was to craft a design that would grab attention and convey the product’s qualities.
Stage 1: Black and White Layout
I began by designing the layout in black and white, focusing on hierarchy and structure. The plan was to use a black background and place the product title, “Pork Sausage,” prominently in the center.
I incorporated an illustration of a sausage, creatively bending the text “Sausage” to fit inside the shape. This approach allowed me to enhance the design’s personality while keeping it clean. I positioned the subtitle, "Uncured and Naturally Smoked," beneath the sausage graphic and consolidated the undesirable ingredient list into one section to reduce clutter.
Finally, I added the company name, Highfield, at the top and included the legal information at the bottom, finishing with a seal of inspection.
Stage 2: Analyzing with AI
To evaluate the effectiveness of this design, I utilized the VAS tool. After selecting the main elements of the design, I analyzed the attention hotspots using the VAS Illustrator plugin.
The results were surprising; the subtitle garnered the most attention, not the product name as I had anticipated. The gaze sequence indicated that viewers' eyes would move from the subtitle to the nutrition facts and then to the product title. This was not the order I desired, indicating a lack of effective hierarchy in my layout.
Stage 3: Adding Color and Refining Design
Next, I decided to introduce color in an effort to shift attention towards the product title. I changed the background to a dark brown for a more natural feel, and the sausage graphic became a striking red, further emphasizing the product name.
After making adjustments to other text colors to achieve better cohesion, I reanalyzed the design. The results showed significant improvement, with the product name gaining more attention while the nutrition information had been minimized to an acceptable level.
Even with these changes, I was curious if I could rearrange the elements to lead the viewer’s gaze starting from the logo to the nutrition facts. By rearranging the components, I managed to form a gaze sequence that logically flowed from the logo down to the essential information. Although my initial design felt more visually appealing, the revised layout was more effective in terms of viewer engagement.
The Importance of Product Mock-ups
Throughout this process, I learned how drastically results can change when including the product in the design analysis. The analysis phase demonstrated that showcasing the actual sausages was crucial for understanding how the design would be perceived on the shelves. Designing over product mock-ups allowed me to account for the specific shape, size, and color of the packaging.
In conclusion, VAS proved invaluable in refining this package design, helping me make data-driven choices that resonate better with consumers. If you’re interested in enhancing your own designs, I highly recommend trying VAS to incorporate valuable insights into your creative process.
Keyword
sad sausages, packaging design, artificial intelligence, visual attention software, design hierarchy, product mock-up, color theory, consumer engagement
FAQ
Q1: What is the main purpose of using VAS in package design?
A1: VAS (Visual Attention Software) helps analyze designs to determine which areas are likely to attract consumer attention, allowing designers to optimize visual hierarchy and engagement.
Q2: Why did the subtitle gain more attention than the product name?
A2: The VAS analysis indicated that the subtitle, “Uncured and Naturally Smoked,” drew more focus than expected, highlighting the importance of testing designs against real-world consumer behavior.
Q3: How can changing colors affect a package design?
A3: Incorporating colors can enhance the visibility of important information, create cohesion, and guide consumer attention effectively, as shown during the redesign process with the sausage package.
Q4: What are the benefits of designing over mock-ups?
A4: Designing over mock-ups allows designers to consider the actual product’s shape, size, and color, ensuring that the packaging will be perceived correctly by consumers in real-world settings.