Salonsip Ointment Patch (Country of origin: Brazil)
Description: Three ointment patches come in a foil envelope. The product is a global brand, and the pictured package was purchased at a drugstore in Brazil.
Price: $4.30 in U.S. dollars
Designers' critiques:
This ointment patch foil pouch package has to communicate a lot of information. The package looks like it is sold individually, as the primary package is not in a larger pack, judging from the use of all the information needed for the brand architecture and product image descriptors.
The brand name seems to be competing with the product image for dominance in the package's "real estate." Even though the photo and product violators do communicate the product benefits, the package seems to be a little busy.
My eye tracked directly to the images and told me what the product is. I am not sure if that was the intent. The
package does communicate the "who am I" and "what am I," but all of this information seems forced into a small space.
George Nukoto, Senior Package Design Manager
Kimberly-Clark Corp.
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Every brand has a unique story. This one is no exception. At face value, this design looks very generic and uses very simple design elements. For me, not being able to read Spanish, it needs to communicate via images, which it does. Could it have a more efficacious, cutting-edge design? Why?
The package communicates very well what the product is for and how it is to be used. The generic, medicinal look and package structure communicate, without words, the health category this product is in.
Salonsip is a global brand originating in Japan in 1934 and is sold in 50 countries. Each country has the same design with minor changes, and the copy is translated in each country’s native language. Salonsip truly is a global brand. They must be doing something right.
Ed Moeller, Principal
Zunda Group, South Norwalk, CT
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With more than 500,000 words, Leo Tolstoy's War and Peace is one of the longest novels in history. The front panel of Salonsip's package comes close!
Communicating the advantages and attributes of any product with medicinal properties can be done clearly and concisely, making it easy for the consumer to grasp. This is impossible on the Salonsip package, with more than half a dozen different fonts spread out over nearly 40 words.
The use of '60s-era violator colors and shapes (the "Flexivel" looks like something found standard on a Ford Edsel) and shockingly outdated photography are doubly egregious simply because foil packaging still is one of the most adept materials at displaying rich and vibrant color graphics, especially on a white background.
Salonsip's ointment patch package is yet another example of what can happen when a company throws the entire kitchen sink on a package.
Rick Barrack, Chief Creative Officer, Partner
CBX Strategic Branding, New York, NY
