Designing food packaging is child's play – so be afraid, brand managers | David Mitchell | Comment is free | The Observer

Designing food packaging is child's play – so be afraid, brand managers | David Mitchell | Comment is free | The Observer: "Dear Kellogg's,
As an enthusiastic Corn Flakes eater, I was moved to write to inform you of various changes in the world of which you appear to be unaware: very few people nowadays are awakened by cockerel. Even those in farming communities have come to rely on alarm clocks or smartphones. This makes the large picture of a male chicken plastered all over your product's packaging confusing, and possibly offputting to vegetarians and vegans who would otherwise be a core market for your bacon-and-eggless breakfast alternative. May I suggest a close-up of an iPhone's alarm app as a more contemporary backdrop to a photograph of a bowl of your meatless flakes?

Dear Planters Peanuts,
At a time when the government has been rightly condemned for the number of millionaires and public schoolboys in the cabinet, I was frankly appalled to see the elitist way in which you market your product. A monocled, spatted and ebony-cane-carrying peanut surely cannot be the best way inclusively to recommend your snack to modern Britain? "Mr Peanut" (as the writing on his top hat proclaims his name to be, though, from his attire, I suspect that Lord Peanut – or, at the very least, the Honourable Mr Peanut – is more accurate) seems completely out of touch with today's hard-working snack eater."



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