Toning down the noise

I always find grocery shopping an enlightening experience. As a packaging designer, I can't help but wander the aisles looking for new and interesting products, trends, techniques, etc. Lately, I've been noticing that several brands have been "toning-it-down" in aisle. There's less "shouting" and more emphasis on clean, attractive design focusing on 1 main message. Some aisles, which tend to cause sensory overload, are slowly becoming a bit more refined. In the cereal aisle, for example, I recently noticed the new Grape Nuts packaging, with a smaller logo and macro photography, surrounded by lots of white space.

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