Tricks of the Treats Trade: Giving Candy and Gum Sweet New Looks
The trick? Speak to audiences with relevance.
This Halloween, if the Goodwin Design Group (Wallingford, Pa.) handed out only candy whose packaging it helped design, little trick-or-treaters would not be disappointed with the variety in their bags. From classics like Bazooka to tasty new alternatives like YummySnack brands, Goodwin has helped brand and design packaging for countless sweets to ensure that they look as good as they taste.
The trick is to ensure that the brands speak to their audiences in a way that is relevant and in a manner they can relate to. Goodwin believes that the best way to find this balance is to go right to the source — kids and their parents. What better way to gain insights than to simply ask? They already know what they like and what they want and more often than not are happy (even excited) to talk about it with someone; all one has to do is ask.