As a contrast to the clean white backgrounds and the neutral colors in the product photography, a clean, vibrant color palette was developed to attract attention.

Founded by an entrepreneurial CEO who figured out how to “build a better mousetrap,” simplehuman, a home product design company, created an elegant, well-engineered, yet affordable trash can that appealed to people with contemporary taste. It was especially timely given a trend toward commercial-grade kitchens in the home, complete with well-designed, high-performance appliances.

When simplehuman needed to develop a logo and a packaging language, they chose Smart Design because the firm knew the “space” well, having done similar work for OXO, another company specializing in high-end housewares.

Performance Driven. With a focus on consumer-driven products, Smart Design's packaging and branding efforts are informed by years of design experience. The designers understand that, just like the product itself, packaging needs to meet performance objectives. With little control over how the product would be displayed in large retail environments chock-full of competing products, they needed to create packaging that would stand out from the clutter. As Smart Design cofounder Tom Dair says, “Most retail packaging is overly complex and gimmicky. We knew we could make the packaging stand out by paring back the imagery and text to the essential elements.”

Since most retail environments are selfserve, the packaging had to attract and educate. This was particularly important given that simplehuman didn’t have a big budget for print or broadcast advertising. The packaging was both the billboard and the sales representative.

Knowing consumers are time-stressed and hassled about making purchasing decisions, the goal was to have the package highlight the product’s areas of innovation. Smart Design was careful to use benefit statements rather than listing features. Dair says, “If you focus on product features, you’re leaving it up to the consumer to figure out how the features become beneficial.”

Some products sold at higher price points, so it was important to differentiate the product from competitors to help the consumer clarify the different features/benefi ts in the simplehuman line.

Modular System. In addition to cartons, the designers developed a system for detailed but elegant labels attached to the product itself, so customers could get information even if retailers took the products out of the boxes to save display space.

Because simplehuman was committed to developing additional product lines, it was important to create a modular approach to the visual language. The design had to be unified but flexible, and work for accessories as well.

Success has meant that simplehuman’s in-house design department continues to implement the system. The product line looks cohesive, even with packaging that’s quite different in terms of size, shape, and materials.

As Dair says, “You’re helping to set the consumer’s expectation. Luckily, these are great products. We didn’t have to create a lot of vapor around them. We just needed to reflect the company’s commitment to creating tools for efficient living.”

In order to convey a look that is sleek and modern but also simple and friendly, the front panel features a “hero shot” of the product with a simple overlay of elegant type. There was a heavy emphasis on white space to help it stand out in the cluttered retail environments.

In addition to boxes, Smart Design developed a system for detailed but elegant labeling for the product itself, so customers could get information even if retailers took the products out of the boxes to save display space.

The product line looks cohesive—even with packaging that is quite different in terms of size, shape, and materials.

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Excerpted with permission from Information Design Workbook (Rockport) by Kim Baer. Copyright © 2010 Rockport.