A VALENTINE SPECIAL


First of all, Happy Valentine’s Day! Or…Happy Commercialism Day for some of you folks out there. Today’s blog on package design will focus on none other than today’s holiday so stay and read a bit.

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Valentine’s Day – What is it?

Now, now not so fast. Before we go into the package design scheme and whatnot of today’s holiday, it’s good to ask some important questions. Remember, package design can be a science. So some good questions to ask would be:

  • Why are companies marketing today?
  • Who are these companies marketing to?
  • What kinds of products are companies going to market?
  • How are they going to market their products

To answer the first question, Saint Valentine’s Day is a holiday. One that is, according to Wikipedia, an annual commemoration held on February 14 celebrating love and affection between intimate companions.

For most, it’s a holiday where one can show their love and appreciation for that special person (or people *wink*).

As for the others, it’s a “happy unimaginative, consumerist-oriented and entirely arbitrary, manipulative and shallow interpretation of romance” day.

Well it’s kind of both isn’t it? It is a holiday dedicated to love, however, you can bet corporations and other small businesses won’t skip out on taking a ride on this money-maker of a holiday.

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The Statistics Behind it All

To expand on the first question, Valentine’s Day is actually a great pick-me up for businesses after the Christmas holidays. Especially for chocolate companies like Hershey’s who makes at least a 1/3 of their total profits from Valentine’s Day alone (something, something).  So, of course, a highly profitable holiday  like this will surely have companies dishing out a huge amount of advertising and marketing so us consumers can buy, buy, buy – and one of cheapest ways of doing this is by product package design. 🙂

Now, to answer the second question of who are they marketing to here are some stats (“Seattle Pi”):

  • About 190 million cards are exchanged annually on Valentine’s Day, making it the second largest greeting-card exchange occasion
  • 65% of households send greeting cards on Valentine’s Day.
  • 73 percent of Valentine Day flowers are bought by men, while women buy 23 percent of Valentine flowers.
  • About 45.8 percent of U.S. consumers will exchange Valentine’s Day candy. About 75 percent of is from sales of chocolate
  • Americans will spend about $14.7 billion in retail sales on Valentine’s Day in the United States.
  • The average U.S. consumer is expected to spend $103 on Valentine’s Day gifts, meals, and entertainment, down from $123 per person in 2008.


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Package Design Time

Now, what are they marketing is the question? I think the real question is what are they not marketing. I collected some pretty cool package design pictures of products so you can see what companies are doing to market for V-Day. Check it out

The Food Business

This is from the company “Pinkberry Swirl”. What they did for Valentine’s Day last year was to allow lovebirds to send telegrams in these cutely designed packages. Package design of this was designed by Los Angeles based “Ferro Concrete”.

Chocolate

What’s special about this package design by Katie Denham (website: http://katie-d-i-d.blogspot.com) is that she made her packaging edible! That’s sweet innovation.
Made by Sweeteeth. They made a limited edition of Valentine’s Day chocolate wrapping. It’s very “cutesy” and romantic. The peach tones make the box seem very warm and girly. I also love the pun at the top “A Gift of Affection for my Dear” – it’s a pun because the bambi-like animal on the box. 🙂

Reeses, like other big brand companies, often give their product packaging a holiday spin every season. What I liked about this one done by Reeses is that their packaging has space to write people’s names down. It’s not a new idea but I just wanted to show the concept.

Other Miscellenaous Items

Cute Matchbooks! Designed by one of the employees at the blog, “The Dieline”. The package design is really neat. When you open the matchbooks it has these sort of love coupons that say things like: One massage, one night on the town, one home-cooked meal, etc.

“]
Wine bottles designed by a student named Staci Paul. She uses a simple beer bottle, but she manages to transform it into something unique with the vintage-like labeling.  [photo courtesy of: The Dieline]

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References

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