Don Watt’s Legacy: The Three Key Elements of Great Packaging

Don Watt was a legendary figure in the world of packaging and retail strategy. He helped define iconic brands such as Home Depot, President’s Choice and Walmart. He has even been credited with helping design the Canadian flag.

Don had a very clear vision of what great packaging design should accomplish. His mantra was ‘the package is the product’. Following the Bauhaus aesthetic principles, he believed that mass production could exist in harmony with design, without the need to compromise quality.

According to Don, good packaging must do these three things:

1. Grab Attention.

‘If you are trying to attract attention, you can’t be playing everybody else’s game.’

Products on the shelf have a few seconds to make an impression. Attractive colours and a bold design have a huge impact on purchase intent.

When Loblaws first developed today’s hugely popular No Name brand, they asked Don to develop packaging that would pop off the shelf. By using that now unmistakable yellow and a simple font, not only is No Name impossible to miss, brand recognition is instant.

2. Build Trust.

Consumers approach products with a hint of skepticism. At first glance, good packaging stands out as the best option on the shelf.

Elements such as a transparent container or developing an informative-at-a-glance colour scale, allow customers to quickly see what they’re paying for. Packaging is essential for building trust and brand loyalty.

3. Connect Emotionally.

Consumers are often overwhelmed with similar product offerings as they push the cart down the grocery aisle. Not only should great packaging grab attention, it should also resonate with consumer values.

At Don’s suggestion, Nestle was the first to use photo realism on their packaging. He transformed their coffee packaging design from bland to engaging. The new design made an emotional connection through an inviting and appetizing photo of a steaming cup of coffee.

Don Watt’s legacy lives on through our packaging team — many of whom had the honour of working by Don’s side. On a daily basis, we apply these key insights to our award-winning work for clients such as Binkley Apples and Metro.

Don’t believe us? Check out our latest work here.