First Impressions

First impressions can make or break your Consumer Packaged Goods (CPG) brand’s ability to form a connection. Just like a first date, you don’t want to short-circuit a (visual) conversation and potentially ruin a budding relationship. 

3 seconds for a first impression

You need to engage and connect with consumers quickly. If your first impression rubs people the wrong way, odds are slim you will have the chance to change their minds. 

It takes 20 encounters to repair a bad first impression.

The average person sees 5,000 marketing impressions a day

In our media-rich world, we are conditioned to tune out the flood of marketing messages. This makes starting a visual conversation even harder.

Designers must find a way to creatively cut through the visual noise to make a connection and do it quickly.

90% of information processed by the brain is visual

It’s just faster and easier to retain visual information. By making visuals the prominent component of your overall design, you are helping consumers connect with your brand.

Visuals create emotional connections

The images you decide to use in packaging will have a major impact on a customer’s ability to connect emotionally with your product. Thus, the importance of color for branding and packaging cannot be overstated.

85% of consumers will purchase a product based on its color.

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.