Analyzing Packaging and Design, Part 6: The Simplicity of Nestle Food Division

Nestle is a massive company that houses a large selection of popular items that are found in many of our households. What makes Nestle products so special and why their packaging and design is effective when compared to that of their competition? Brown Packaging is a packaging and design manufacturer and we are here to help you understand the overall use of packaging and design and how it can be used to influence our buying habits and to turn us into productive consumers.

If you live in North America, the chances are high that you have tried a Nestle product or come into contact with their packaging and design. Some of the popular brands that they own include L’Oreal, Wonka, Aero, Kit-Kat, Oh Henry, Smarties, Turtles, Nestea, Delissio, Drumstick, Purina, Ralph Lauren, Giorgio Armani, and many more.

By owning so many companies, Nestle has discovered the necessity to make their packaging and design simple and approachable to consumers of all ages. Their philosophy has developed over several years and has been effective.

According to the University of Cambridge, Nestle has developed a method of packaging and design called “inclusive design.” According to the British Standards Institute, inclusive design is “The design of mainstream products and/or services that are accessible to, and usable by, as many people as reasonably possible ... without the need for special adaptation or specialized design.”

For Nestle, this means making their items simple and to the point. For their chocolate bars, they feature packaging and design elements that include basic colors and brands that are established. Nestle relies on the fact that their consumers know their products and with the case of their chocolate bars, they make use of the brand on its own with specific colors that are established with a specific item, e.g., Smarties and their multiple colors or Aero bars and the concept of bubbles and melting chocolate. These products require little interaction, they don’t have a high skill requirement to use them, and they are designed for families and individuals of all ages.

David Wiggins, head of packaging at Nestle UK, praised the new concept of inclusive design and made it clear how important it is at Nestle.

“NestlĂ© is taking a lead role in the development of this design philosophy,” he said. “Inclusive Design allows us to move from good design to great design. It is about pioneering design that benefits all our consumers.”

“Putting the consumer at the center of packaging development means creating products and packaging that are easy to use regardless of age, disability or physical condition,” said Anne Roulin, Global Head of Packaging and Design at NestlĂ©.

Major umbrella companies like Nestle have products from all over the consumer sphere. Standardizing the concept of packaging and design simplifies the advertising process and ensures that the company can maintain control over its many brands. However, Nestle is committed to maintaining the individuality of their brands. In the end, they work hard to strike a fine balance between inclusive design and the individuality of a brand like Kit-Kat or Purina. While they have nothing in common, a consumer is able to understand the packaging and design of these two products and approach the product without any discriminatory barriers.

Packaging and Design is essential for any company. Brown Packaging is a packaging and design manufacturer that has many years of experience in the industry. We offer our services to clients located in Toronto, Burlington, the Golden Horseshoe, the GTA, and all of Ontario. If you have any questions about packaging and design, please feel free to contact us today. We would be more than happy to help you out.