Crafting Nutrition Information as Part of Your Brand Narrative

With health continuing to be a center of attention for the American  public, front of package nutrition labeling has sparked quite a debate  this year. Research institutes (Institute of Medicine), industry leaders (Facts up Front), and open-sourced contests (GOOD Magazine) have all explored different ways to provide a solution, but no uniform system has gained consensus. As a result, brands are testing different ways to communicate information that is easy for consumers to see and  interpret. They are using nutrition information early in a way that  complements their brand narrative, rather wait to follow a standardized  system that might not be best for their brand.

Images sourced from the Institute of Medicine, GOOD Magazine, and Facts up Front websites. To learn more, click the above links.

Standardized systems can help consumers navigate information on pack more intuitively. Clear and uniform icons associated with a specific piece of information (ex. "A" ratings for restaurants), allow consumers to quickly find information they need. However, standardization can also dilute the impact of the information provided. An October 2011 study  showed 33% of participants claiming to read calorie count on pack; only 9% actually did so. Ineffective communication lets consumers understand what the information is, not why it matters to them; without the latter, the information serves no purpose.

Wallace Church's philosophy, from our work in the food and beverage categories, believes that great brands know how to communicate powerfully with their consumers. Because many of our clients are already providing nutrition information on pack, we have started exploring the different ways brands can be compelling communicators of this information.

How do brands create harmony between intuitive, standardized systems and impactful information communication? With 35 years of experience in brand identity and strategic design, Wallace Church knows how to find that perfect balance. Our expertise can help your brand make the most out of nutrition information and get ahead of the curve. We would love to share more about how we addressed this concern for a particular client. If you would like to learn more, contact me at rob@wallacechurch.com.