Keeping it Simple

Author

CPG MBA
October 10, 2023

Here’s a question for you:

What can military engineering teach us about CPG marketing?

The answer is a lot.

In the 1960’s, Kelly Johnson, lead engineer at the Lockheed Skunk Works (the organization that designed the SR-71 Blackbird spy plane, among other things), came up with a new rule: Everything his team designed had to be simple enough to be repaired by someone with basic mechanic’s training and simple tools.

The reasoning behind this? Any piece of machinery that was too complex to repair would quickly become obsolete and worthless in combat conditions.

To summarize this idea, Johnson came up with a simple acronym: KISS, short for “Keep it simple, stupid!”

KISS states that most systems work best when they are kept simple rather than made complicated. And, while it was originally applied to engineering, the principle works across industries, including CPG branding and marketing.

Clarity Through Simplicity

Modern consumers are faced with an overwhelming array of choices when shopping for products. In this environment, packaging must instantly convey crucial information. Simplicity is essential to ensuring that people can quickly grasp what a product is, what it does, and why they should choose it over competitors.

There are three key aspects of effective packaging, and it’s important to keep them all as simple as possible. Here’s how:

Product Identification
The primary function of packaging is to identify the product it contains. Using clear, legible typography and a design that aligns with the product's category helps consumers easily recognize what they're looking for. This simplicity also aids in quicker decision-making.

Key Information
Essential information such as product benefits, usage instructions, and ingredients should be presented clearly and concisely. Avoiding jargon and overly technical language ensures that the message is accessible to a broader audience.

Visual Hierarchy
A well-designed package maintains a clear visual hierarchy, directing the eye to the most critical elements. Whether it's the product name, logo, or a compelling image, these elements should stand out prominently to capture attention.

Let’s look at a few examples of the KISS principle in action:


Instead of this…

While this look may work for Dr. Bronner’s, it most likely won’t work for a smaller CPG brand trying to find its place on the shelf. The packaging is so crowded with text that it’s difficult to determine what the product is and who it’s marketed towards.


…Do this

Dr. Squatch does a great job of keeping their packaging simple. Three lines of text tell you exactly what you need to know while the branding is front and center, making it easily recognizable on store shelves.


Instead of this…

Kroger’s white label brand, Simple Truth, makes great organic products. Unfortunately, this yogurt’s packaging is excessive with too many contrasting visuals.

 
…Do this

Chobani does a great job of keeping their yogurt packaging extremely simple, using a lot of empty space while still incorporating colorful visuals that attract shoppers’ attention.


Instead of this…

Garden of Life makes a great vegan protein. The problem? The packaging features so many logos and so much redundant information that the main selling points (vegan, 22g protein) are lost in the mix.


…Do this

Ghost hit the nail on the head when they released a vegan protein. The brand name is immediately recognizable. Next in prominence is the word “vegan”, followed by protein and calorie information on the right. It’s everything you need and nothing that you don’t.

Remember: When it comes to CPG packaging design, simplicity is not just an option; it's a strategic advantage.

Until next time,
— The CPG MBA Team

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