Instant gratification is available through a myriad of online platforms and fast home delivery services so what is best practice for brand creation in the age of accelerated culture, particularly with the pace of life continuing to increase?
As such, the average consumer dwell time related to making a purchase decision is continuing to decrease and it is so important that brands are able to instantly engage their potential customers during the briefest of interactions.
A visit to any mainstream retailer demonstrates just how crowded every product category has become and how, now more the ever, impactful and effective packaging design can enable a brand to win against its competitors.
And as only 20% of the decision-making process is conscious and the average time taken to make a purchase is just 5 seconds, brands have to work harder than ever before to gain that all important sale.
I have a unique ability in being able to place myself in the position of a consumer and to evaluate potential brand identities and designs by carefully analysing each element of the communication as a consumer would see them in real time.
Here are the elements that I consider to ensure that brands and packaging designs are optimised for success.
1. Emotional Appeal
Brands and packaging which evoke emotions and creates a sense of desire or aspiration repeatedly score higher in benchmark research tests than those that don’t. Story telling, tone of voice, evocative imagery and using design elements that resonate with the target audience’s desires, aspirations or values all work towards creating powerful, visual engagement.
2. Overall Visual Appeal
Both the brand and packaging design should be visually differentiated and eye-catching to stand out from competitors on the shelves. The use of brand-owned colour-ways, fonts, patterns, illustrations and imagery all play their role as important components within a unique visual shorthand. These equities can aid ease of recognition and contributes to a positive first impression which can resonate with the target audience. And again, those that score high on visual impact evaluation perform best: At 6ft attract, at 3ft engage and say ‘hello’ and at 1ft convert them – start the conversation and get pick up.
3. Shelf Impact
Since consumers make purchasing decisions quickly, the design needs to grab their attention within seconds. This is best achieved by presenting the key elements in sequence from top left to bottom right as this is how we read and hence the brain finds information presented in this way easier to assimilate. Bold, uncluttered, impactful designs score higher in benchmark tests than recessive designs, me-too packaging solutions and those over-loaded with front of pack messaging where the high level of visual noise can lead to rejection.
4. Target Audience Understanding It’s vital to forensically understand your target audience preferences, needs, values, beliefs and lifestyles. By doing so, packaging design can be tailored to resonate with the target demographic, appropriately considering factors such as age, gender, cultural background and general purchasing behaviour. 
5. Clear Communication
It should include the product name, description, features, benefits, usage instructions, ingredients, nutritional information, and any certifications or awards. Transparent and informative packaging builds trust and credibility with consumers. But don’t be tempted to try and present everything on the front of pack. Think carefully about which elements are going to clearly say ‘hello’ to the consumer and engage them so that they want to find out more.
6. Differentiation and Unique Selling Points
Highlight the unique selling points (USPs) and benefits of the product – and importantly what makes it different, not the same. Whether it’s emphasising superior quality, convenience, innovative features or eco-friendly materials can all showcase what sets the product apart and can help attract the target audience. And remember, product benefits are perceived at first time of purchase so it’s worth carefully considering every single word to ensure the overall communication is as powerful as possible.
7. Cultural Relevance and Localisation
Another important aspect, is the consideration of cultural differences and local contexts. Semiotics can help here in understanding the cultural significance of symbols and signs in different regions or markets. By adapting packaging elements to align with local cultural codes, packaging can resonate more strongly with the target audience and enhance brand acceptance. By aligning with cultural codes and semiotic conventions, packaging can create a positive perception, generate interest, and facilitate easier comprehension of the product.
8. Packaging Functionality
Convenience and functionality are crucial factors that can attract consumers. Packaging that is easy to open, use, and store can enhance the overall user experience and create a positive perception of the brand.
9. Sustainability
With increasing consumer awareness and concern for the environment, eco-friendly and sustainable packaging designs are gaining traction. Packaging that demonstrates sustainable practices, such as using recycled materials or being easily recyclable, appeals to the increasing numbers of environmentally conscious consumers.
10. Interactive Elements
Including interactive elements, coupons or ‘playful’ features into the packaging such as QR codes can engage consumers and encourage them to interact with the product. Intelligent structural solutions can play a big part here as an unusual or engaging tactile experience can generate curiosity and increase the likelihood of product acceptance and purchase.