Why are imprints/disclaimers on packaging so important in Germany?
Callouts in German packaging design – why eye-catchers are so important in this country and when they really get in the way
The product is the message: Some brands, particularly in Germany, take this well-known marketing principle very seriously. With visually striking callouts on product packaging, they try to draw consumers’ attention to the unique selling points of their products. And it works very well – or have you ever overlooked the bright yellow stripe with the message “Now 15% more content” on a cookie box, beverage can, or shampoo bottle?
There’s no doubt about it: highlighted information always works. But why is it so important in German packaging design in particular? And when do distractions live up to their negative connotation? We will address these questions below.
Brief definitions of notices and warnings on packaging
In packaging design, callouts or disruptors are graphic elements that are linked to specific information and stand out clearly from the rest of the packaging design. These “disruptive” messages are intended to catch the eye, attract maximum attention, and convince consumers to buy the product.
There are various types and themes of callouts. In addition to classics such as the “More content” or “New” mentioned above, certification marks, quality seals, awards, information on the recycled content or recyclability of the material, the Nutri-Score, or information on special ingredients are also used as distractors. The intention is always the same: companies want to ensure that consumers easily notice information that could potentially inspire trust and thus promote purchases.
Reasons for the enormous importance of callouts in German packaging design
Not least thanks to our regular store checks in Germany and abroad, we know that callouts on packaging are used more frequently in Germany than in many other countries around the world. To understand why this is the case, it suffices to consider the effects of such eye-catchers in relation to the personality of the prototypical German consumer and/or the conditions on the German market.
Emphasize important information
Callouts highlight important information about the product or brand—and German consumers are mostly detail-oriented, which means they are very attentive and pay attention to even seemingly small details before deciding whether to buy a product. In this sense, highlighted information allows German consumers to quickly grasp essential features—or rather, product benefits.
Build trust and confidence
The information used as distractors aims to convey trust and confidence – qualities that German consumers are known to value highly. Certification and quality marks, as well as seals such as those awarded by the renowned consumer organization Stiftung Warentest, give consumers in our country the feeling that the brand and product are reliable and therefore have a significant influence on purchasing decisions.
Improve brand awareness
Callouts strengthen brand identity and help German brands create visual impressions that stick in consumers’ minds. With effective callouts that evoke positive emotions, consumers are more likely to consciously pay attention to the brand name and remember it. When they see other products from the same manufacturer on another shelf or in another supermarket, they will inevitably think, “Ah, that’s the brand that uses packaging made from 100 percent recycled material.”
Ensure differentiation in a crowded market
In a saturated market, such as the one that exists in this country in virtually all product categories, it is becoming increasingly challenging to differentiate oneself from competitors and attract the attention, let alone the favor, of consumers. In this regard, callouts in striking shapes and bold colors can be an effective means of differentiation on crowded shelves with largely similar products.
Encouraging impulse purchases
Visually appealing disruptors repeatedly succeed in encouraging impulse purchases – something that is no easy feat considering that German consumers tend to be very methodical when shopping. Callouts with convincing designs and content can tempt consumers to make spontaneous purchases – and consequently boost sales and revenue for the respective brand.
The fine line between eye-catchers and distractions in the literal sense
Let’s be clear: callouts on packaging have great potential in Germany to make a product or brand more successful. But they can also backfire. Some brands overdo it and use either too many or poorly designed callouts, which makes the packaging look chaotic, not to say unprofessional and tasteless.
Especially in our country, where simplicity is valued, the excessive use of different callouts can distract from the core message and confuse consumers so much that they decide against buying the product. The line between eye-catchers and distractions in the literal sense is thin. To ensure that the highlighted information is effective without undermining the central message of the product and brand, it is important to strike a balance between attention-grabbing elements and an overall harmonious design. We would be happy to support you in implementing this.
Conclusion: Use callouts wisely and integrate them stylishly
The fact that callouts are so important in German packaging design is due to the fact that they take into account the essential needs of consumers and the market situation in our country. They can emphasize important information and convey trust, attract attention, increase brand awareness, differentiate products on the shelf from those of competitors, and encourage impulse purchases.
However, companies must use such elements with caution and ensure that they complement the overall design in a stylish way. Otherwise, there is a risk that distractions will actually disrupt the visual order and achieve the opposite of what they are intended to do.
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