Look at that chocolate: how percentages lead to purchases

By apt academy

With chocolate, it’s the taste that matters; but sometimes, complicated and overworked packaging distracts from the key information that most craft chocolate lovers base their purchasing decision on - The cocoa percentage or the good stuff indicator as we like to call it.With chocolate, it’s the taste that matters; but sometimes, complicated and overworked packaging distracts from the key information that most craft chocolate lovers base their purchasing decision on - The cocoa percentage or the good stuff indicator as we like to call it.

That’s why this novel idea of Percentage Chocolate created by London branding agency, Look At That really caught our attention.

The customer needs to only glance at this simple yet effective packaging to instantly get a feel of how the chocolate will taste. Often, elaborate descriptions, such as sweet or bitter, just sound rather confusing and you can end up with chocolate that is far from what was expected! This is why a lot of brands are exploring the concept of displaying their percentages in chocolate at the moment.

Looking at the packaging, the circle is the common feature that displays the percentage of cocoa, and it just looks so elegant in contrast with the earth-toned backgrounds.

Percentage Chocolate creates a range of chocolate from creamy milk to rich dark. Fun fact:  Their milk and dark chocolate are differentiated by the use of silver foil instead of gold and a lighter selection of colours.

This brand quite simply proves that chocolate lovers really only care about the taste and quality of the chocolate they are buying; the need for flashy and overloaded packaging designs is just not there!

We love new and innovative design campaigns here at APT, and creating different design ideas that will really stand out is where we can help.

Interested or need help with design ideas? We would love to get involved, call us on 01242 250692.