Visual Influence

In the world of Consumer Packaged Goods (CPG), brand creation and first impressions are critical—and timing is of the essence.

It takes 20 encounters to repair a negative first impression

If your product rubs people the wrong way, chances are slim they will change their minds unless they come face-to-face with your product frequently.

80% of memories are formed by what we see

If your product design really stands out from the competition (and the product delivers on its promise) consumers are more likely to recall the visual and associate it with positive feelings.

The average person’s attention span is 8 seconds

In 2000, it was 12 seconds. The erosion of the average attention span is one of the biggest challenges facing designers. You’ve got to spark interest and get a message across in less time than it takes most people to tie their shoes.

Color determines 90% of our feelings about a product

Does your initial response to the design of your product packaging make you feel warm and fuzzy or cold and dreary? People aren’t always rational. Some of them make purchases based on their subconscious feelings. You should use this to your advantage.

There is a whole lot more to packaging design than just pretty pictures. Those who do it well find creative ways to break through the visual clutter to make an emotional connection with consumers.