21 August 2023

Package Design for Snack Foods: Craveable Creativity

Package Design for Snack Foods: Craveable Creativity

Package Design for Snack Foods: Craveable Creativity

When it comes to snack foods, the competition is fierce. With countless options lining the shelves of grocery stores, it can be challenging for a brand to stand out and capture the attention of consumers. One of the most effective ways to make a lasting impression is through package design. A well-designed package not only catches the eye but also communicates the brand’s personality and values. In this article, we will explore the importance of package design for snack foods and how craveable creativity can make all the difference.

The Power of Package Design

Package design plays a crucial role in the success of a snack food brand. It serves as the first point of contact between the product and the consumer, making it a powerful tool for capturing attention and driving sales. According to a study conducted by Nielsen, 64% of consumers try a new product because the package catches their eye. This statistic highlights the significant impact that package design can have on consumer behavior.

Furthermore, package design goes beyond aesthetics. It also conveys important information about the product, such as its flavor, ingredients, and nutritional value. A well-designed package can effectively communicate these details, making it easier for consumers to make informed purchasing decisions. In fact, a study by the Paper and Packaging Board found that 72% of consumers read the packaging while shopping.

The Role of Craveable Creativity

Craveable creativity is the secret ingredient that can take package design to the next level. It involves creating a design that not only catches the eye but also evokes a sense of desire and excitement in the consumer. By tapping into the emotions and desires of the target audience, craveable creativity can make a snack food package irresistible.

One way to achieve craveable creativity is through the use of vibrant colors and bold graphics. For example, the packaging of Doritos, a popular snack brand, features bright colors and dynamic illustrations that instantly grab attention. The bold and energetic design reflects the brand’s personality and appeals to its target audience of young, adventurous consumers.

Another aspect of craveable creativity is storytelling. A package design that tells a compelling story can create a deeper connection with the consumer. For instance, the packaging of KIND bars, a brand known for its healthy and natural ingredients, features images of the actual ingredients used in the product. This transparent and authentic approach not only communicates the brand’s values but also appeals to health-conscious consumers who prioritize clean eating.

Case Studies: Successful Package Designs

Let’s take a closer look at two case studies that demonstrate the power of craveable creativity in snack food package design:

1. Lay’s “Do Us a Flavor” Campaign

In 2012, Lay’s launched its “Do Us a Flavor” campaign, inviting consumers to submit their ideas for new chip flavors. The winning flavors would then be produced and sold nationwide. The campaign not only generated buzz and excitement but also showcased the power of consumer engagement in package design.

The winning flavors, such as “Cheesy Garlic Bread” and “Sriracha,” were packaged in eye-catching bags that featured the image of the person who submitted the flavor idea. This personalized approach created a sense of connection between the consumer and the product, making the package design even more craveable. The campaign was a huge success, with Lay’s experiencing a 12% increase in sales during the promotion period.

2. Popchips’ Playful Packaging

Popchips, a brand known for its healthier alternative to traditional potato chips, took a playful approach to package design. The brand’s packaging features vibrant colors, quirky illustrations, and witty copy that appeals to its target audience of young, health-conscious consumers.

For example, one of Popchips’ packaging designs features a cartoon character holding a bag of chips with the tagline “Snack like a kid, live like a grown-up.” This clever and relatable messaging resonates with consumers who want to indulge in a snack without compromising their health goals. The playful packaging design has contributed to Popchips’ success, with the brand experiencing double-digit growth in sales.

Key Elements of Craveable Package Design

Now that we understand the importance of craveable creativity in snack food package design, let’s explore some key elements that can make a package truly irresistible:

  • Visual Impact: Use vibrant colors, bold graphics, and eye-catching typography to grab attention.
  • Authenticity: Communicate the brand’s values and personality through transparent and genuine packaging.
  • Storytelling: Create a narrative that connects with the consumer and evokes emotions.
  • Simplicity: Keep the design clean and uncluttered to ensure easy readability and understanding.
  • Functionality: Consider the practical aspects of the package, such as ease of opening and resealing.


Package design plays a crucial role in the success of snack food brands. It not only catches the eye but also communicates important information about the product. Craveable creativity takes package design to the next level by evoking desire and excitement in the consumer. Through vibrant colors, storytelling, and authentic messaging, snack food brands can create packages that are irresistible to their target audience.

Successful case studies, such as Lay’s “Do Us a Flavor” campaign and Popchips’ playful packaging, demonstrate the power of craveable creativity in driving sales and creating brand loyalty. By incorporating key elements such as visual impact, authenticity, storytelling, simplicity, and functionality, snack food brands can create packages that stand out on the crowded shelves and leave a lasting impression on consumers.

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