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Five best practices for shoring up your package's backside

The back panel is more than just a placeholder for the ingredients label. It’s an underutilized area of the package that can sell an engaging brand.

Lays_potato_chips
Lays_potato_chips

Shoppers increasingly are paying attention to the back panel of packages. They may be interested in reading critical product information such as ingredients and calorie counts, but the back panel provides other opportunities that Julia Beardwood, founder and partner at Beardwood & Co., says many products are neglecting.

“Just as with Sports Illustrated models, an outstanding packaging backside is worth the effort lavished upon it on through the rewards of attention gained and appreciation received,” Beardwood says. She lists five best practices of back-panel design:

1. Less is truly more. You might have room for 200 words, but that doesn’t mean you should use more than 20. Let your design “breathe” and give consumers the space they need to easily find what interests them about your product. An example is Lay’s Potato Chips, which includes plenty of white space surrounding the nutrition panel. The few visual elements support the message of “good for you” with fresh potato imagery, a “Guaranteed Fresh” stamp, and an “All Natural Oil” leaf icon.

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