Logo placement on packaging really matters. In this article, we take a look at some interesting logo positioning facts…
First, let’s consider that an established company’s logo is an easily and instantly recognizable symbol that announces who the brand is globally. Emotions connect to a brand logo or icon; they remind the consumer of certain brand-related experiences. Positive experiences lead to long–term relationships between consumer and brand. When it comes to packaging, a dominant and appropriately placed logo is an important design consideration.
According to Packaging Digest, research shows that consumers expect to see the logos of more dominant brands at or near the top of a package.
According to Packaging Digest, research shows that consumers expect to see the logos of more dominant brands at or near the top of a package. This top placement can “evoke positive feelings of brand superiority” and lead to greater brand importance in the mind of the consumer. Every brand wants to appear superior to others because this literally translates to consumers who will purchase the brand’s products repeatedly. Take two large companies – Kellogg and Coca-Cola — whose logos are consistently positioned toward the top of their packaging, thereby reinforcing their status and the perceived power of their brands. Both of these brands are hugely successful. It is remarkable that something as simple as logo placement on packaging has helped these brand giants to succeed.