As packaging design managers to B&Q, the market leader in DIY, we live and breath DIY design, and were surprised by Simon Sholl’s article “Colour schemes” (MW June 15). If he goes into any of the major DIY chains he will see great shifts in packaging design, both graphic and, particularly in the case of paint, structural.
We all know that DIY has become a leisure pastime as well as retaining traditional maintenance-driven customers, however, demand is driven by consumers and Sholl shouldn’t underestimate the consumer’s level of experience.
Design in paint packaging over the past 18 months has simplified the selection process by making colour choice easier through the use of transparent packs. This is just one step in the overall process to make product identification simple, accurate and where possible, even fun.
The DIY environment is not the same as say, food retailing. It is one of high ceilings, tall aisles and dusty shelves; the communication needs to be bolder, clearer and more simple.
The amount of communication is often greater than that on many other types of graphic packaging – we all know what to do with a tin of baked beans, but we might not with a tin of paint stripper.
Our packaging design work with B&Q is constantly driven by the aim to make packs relevant to consumers and to communicate the core messages quickly and simply.
A stroll down the aisles of B&Q will reveal the new own-brand packs performing in exactly that way.