I think American package designs seem to be based on a strong and easily-deployable icon.
On the other hand, in many Japanese drinks, the whole package design, which is made up of various elements such as a bottle shape, color, and a logtype seems to become an icon for the brand.
There are some factors causing this difference in their design methods, I suppose.
One of the factors is, I think, that we don’t divide design work among us designers. As it’s often the case in Japan that one designer is responsible for the entire process from a bottle design all the way through to a label design, we tend to create a distinctive brand identity by effectively using each element such as bottle shapes, color, and logotype.Therefore, the icon itself in our design isn’t unique that much, but the entire design turn out to be distinctive in the end because all the elements are combined well with each other.
Another reason is I think that our designs are strongly influenced by the notion of harmony.
We have valued harmony since early times.
Japan is a small country, and plains cover only 27 % of the total land area.
We have no choice but to harmonize with people and nature in order to live in such a limited space.
Psst...
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