Make it Pop! Is that really enough?
We've all heard it, and many of us have even said it: "Make it pop!" - but what does it really mean? And is it truly the solution for every brand?
Whether your brand lives on a physical shelf or an online listing, there’s no doubt that consumers must spot it, understand it, and remember it. But more importantly, they need to choose it above all other options.
This sounds obvious, right? Yet, while there's much made of creating great "shelf standout" and making a brand "pop," I hear far less about ensuring the brand resonates with the consumer.
What drives consumers to choose one brand over another? Many factors come into play—price, availability, format, and convenience. But when all else is equal, one of the most significant influences is brand affinity—an emotional connection between the brand and its consumers.
Can you foster that connection simply by "making it pop?" I’d argue not.
Sure, brands need to stand out and grab attention. But often, this is taken too literally. Neon colours, bold typefaces, and louder designs have become go-to strategies. And yes, for some brands, this works. Our recent work for Tideford Organics —bold block colours and sharp black typography – helped the brand standout in a landscape of largely beige soup pots. But we also infused personality into the brand, creating a charming, illustrated character that tells a story and adds an emotional layer, beyond the packaging.
“Making it pop” can become a battle of who can shout the loudest. It treats consumers as if they’re mindless – drawn to shiny things, without regard for whether the brand aligns with their values.
I don't believe that is how consumers think.
Good brand design is about resonating with consumers over time. We gravitate toward brands that speak our language, visually and verbally, and place the consumer at the heart of their narrative. Whether it’s through an aesthetic that evokes nostalgia, cultural relevance, or technical expertise, successful brands go beyond the surface.
At The Space Creative, we’ve always avoided design trends in favour of something with longevity, authenticity, and meaning. When we designed Pukka Herbs, we certainly didn’t follow a trend. Nothing else on the herbal tea shelf looked like it. But the design stands out for its beauty, depicting people and plants living in harmony. It wasn’t about bright colours and oversized fonts; it was about creating meaning. The symmetrical illustrations reflect balance—physical, emotional, and environmental – and that connection resonates with consumers. They want to display it in their kitchens because it fits with their lifestyle, values, and perhaps even their nostalgic idea of what tea packaging should look like. There's an element of discovery and emotional connection that extends beyond the shelf.
Without substance behind the design, that opportunity to connect is lost.
