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back panel The project also involved developing alternative graphics for the back panel —another means of communication—, where both product benefits and legal information are included.


48 49 The back panel was also used to incorporate a flash reinforcing the product’s advantage over powdered detergent.

The vignettes were revitalized in line with the style of the overall label design.

Among the aims of the back panel was to break the common bad habit of using more product than necessary. So, emphasis in the vignettes was placed especially on two messages: how to use the product and the proper proportions of detergent to clothes. Three proposals presented these elements.


FIVESECONDS The time a package on the shelf has to attract the consumer’s attention