Package Design - week 4

This is a Winn Dixie’s brand for tomato sauce. The dark colors, black and dark green, and the picture are not effective. The black top of the label takes too much space giving consumers a mourning feeling. The situation gets worse when we consider the amount of green background, which ends up acting as the color of the wall behind the product. The fact that the can was placed by the Del Monte brand is also a failed selling approach. The Del Monte brand does not make use of the color black and it has a picture of fresh tomatoes, which gives the impression that the sauce is fresh. The label stands out a lot better because of a good picture.
The Winn Dixie brand on the other hand has the picture of the sauce only, which gives the impression that it is not fresh and it advertises a “gooey” content that people may not be drawn to. The fact that everyone knows what the content is does not necessarily mean that consumers want to see it. For example, when selling veal, designers of menus and labels do not use a picture of a baby cow – a calf. The fresh tomatoes are more tempting than simply a bowl with sauce. The black definitely does not help label stand out.