Need a new angle on an old product? Try rebranding it with nocturnal imagery.
That idea comes courtesy of an AdAge article that discusses the success of "night versions" of products like laundry detergent. This might seem unlikely, but it appears to be a crowd-pleasing change, or at least one that plays off of current attitudes.
According to a study cited by the article from Datamonitor, "tiredness" is one of the top health concerns of Americans, with 47 percent of those polled expressing worry about it. As a result, Tide's use of night-related imagery to promote its detergent makes sense.
In a commercial starring actress Amy Sedaris, the company emphasizes a connection between cleanliness and the peace of mind that one can get during a sustained sleep. Because lack of sleep seems to be tied to current trends like greater computer use, this appears to be part of a zeitgeist that any company could take advantage of.
It's worth noting that color plays an important part in "night branding." In the example shown, the special labels use a special shade of purple to suggest a dark sky, rather than just a plain black label. This could be a tough design to create for companies without the right label printers, but those with a sufficient approach to colored inks will have this ability.
At the same time, because night-themed medicines come with certain restrictions, your printing solutions should be scaled to meet this requirement while creating packaging that fits your own style.
This means creating a label that warns users of possible side effects and is as visible as usual despite being placed against a darker-colored background. When you only have a limited amount of colors to work with, this could be challenging, but a broader palate and the printer to use it can free you tremendously.
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