Balancing Aesthetics with Information Hierarchy
Facing Constraints
During the ideation phase, we anchored our concept around the product’s popular identity—affectionately nicknamed the "Golden Brick" by locals. However, as I audited the available assets, the execution hit a wall immediately. The standard retail packaging shots felt rigid and overly transactional.
I recognized instantly that these static assets could not carry the emotional weight of the campaign. To deliver the immersive "overflowing fortune" experience I envisioned, I knew I couldn't rely on the provided files alone.
Strategic Reconstruction
To unlock compositional freedom, I decided to bypass the rigid outer packaging and focus on the smallest unit—the individual chocolate.
I took the initiative to purchase the physical products for form study, reconstructing them as high-fidelity 3D assets. This strategic move transformed the static object into a flexible component, enabling the dynamic "scatter" effect—simulating a shower of golden bricks—that was technically impossible with the original blocky assets.
From Concept to Composition
With the asset constraints resolved, we sharpened our design goal: to visually equate "Hershey's Nuggets" with "Golden Bricks" through an "Overflowing Treasure Bowl" narrative.
However, executing an "overflowing" concept comes with a risk—visual clutter. To ensure the abundance didn't compromise readability, I needed to establish a strict visual logic. This meant engineering an intentional path for the user's eye, rather than just leaving elements to pile up randomly.
Engineering the Visual
Emphasizing the Focal Point
To establish a sense of immersive depth rather than a flat graphic, I applied a vignetted red background to simulate a spotlight effect that naturally concentrates visual weight on the center.
Furthermore, I introduced a narrative of motion: by tilting the bowl to the left, I utilized the resulting kinetic energy to create a dynamic "spill." This action formed natural Leading Lines through the falling elements, guiding the viewer’s eye inevitably to the hero of the composition—the Hershey's Nuggets.
Orchestrating the Chaos
To prevent the "overflowing" concept from becoming visual noise, I utilized the Golden Spiral as the structural backbone. Every floating coin was positioned with intent, following the flow of the curve rather than drifting aimlessly.
This geometric arrangement acts as a subconscious guide, naturally leading the eye through the layout and ultimately locking the gaze back onto the core product.
Facilitating Instant Scannability
I engineered a strict Z-Pattern layout to facilitate instant scanning. The visual path hooks from the Headline, scans horizontally to the Focal Product, cuts diagonally down to the Flavor Ingredients, and exits through the Brand Logo.
Crucially, the floating coin beneath the character "滿" (Full) aligns with the Nuggets' upper edge to form a visual hinge. This actively directs the eye from the central Product down to the Ingredients, ensuring a smooth Z-pattern transition.
Minimizing Cognitive Load
Finally, I leveraged Visual Psychology principles—specifically Gestalt and Emphasis Techniques—to organize complex elements into digestible modules. This allows viewers to instantly perceive relationships and hierarchy, distinguishing product variants from brand identities without conscious effort.
Key Takeaways
The Role of Granularity: The level of information granularity dictates whether users can successfully integrate the product into the brand's intended narrative.
Psychology Bridges IA and Aesthetics: Beyond visual appeal, leveraging Gestalt Principles unifies Information Architecture and aesthetics to minimize cognitive load and ensure intuitive navigation.
