Ness Whisky Packaging Uses Subtle Graphics to Suggest a Mythical Scene
Amelia Roblin — November 12, 2011 — Marketing
References: puigdemontroca & thedieline
Very little illustrative detail is necessary to intelligibly represent an object. This fun fact is proven on Ness Whisky packaging which invites the viewer to use his imagination in deciphering the simplified logo.
Puigdemont Roca strove to reinvent the alcohol brand's image while retaining a subtle sense of visual familiarity. The creative team chose to clearly depict the sinuous form of the Loch Ness Monster as she snakes along the surface of the lake.
But the eyes have to make that assumption since the only ink in the graphic on Ness Whisky packaging is the yellow silhouette of Nessie herself, cut horizontally by the suggestion of a wave-like line as a plain white beneath. The mind's creative power can give the simple sea creature her finer features making it an alluring product compared to its competitors.
Puigdemont Roca strove to reinvent the alcohol brand's image while retaining a subtle sense of visual familiarity. The creative team chose to clearly depict the sinuous form of the Loch Ness Monster as she snakes along the surface of the lake.
But the eyes have to make that assumption since the only ink in the graphic on Ness Whisky packaging is the yellow silhouette of Nessie herself, cut horizontally by the suggestion of a wave-like line as a plain white beneath. The mind's creative power can give the simple sea creature her finer features making it an alluring product compared to its competitors.
Trend Themes
1. Minimalist Packaging - Opportunity for brands to create packaging designs with minimal illustrative details, relying on the power of the consumer's imagination to create the desired visuals.
2. Imaginative Design - Trend towards designs that allow the viewer to imagine the rest of the scene beyond what is illustrated, encouraging an imaginative and interactive experience.
3. Suggestive Graphics - Simplicity in graphic design using only suggestive elements can convey a brand's message effectively and leave a lasting impression.
Industry Implications
1. Alcohol - Opportunity for alcohol brands to explore new minimalist packaging designs that are visually compelling and stand out in a crowded market.
2. Graphic Design - Opportunity for graphic designers to experiment with suggestive graphics that rely on the viewer's imagination to complete the picture.
3. Marketing and Advertising - Opportunity for marketers and advertisers to communicate their message effectively through minimalist designs that leave a lasting impression while minimizing costs.
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