Packaging That Sells

In an era of visual overload, effective packaging is one that grabs attention, communicates brand values, and facilitates purchasing decisions. The correct order of messages on packaging can significantly influence consumer choices, which is why leveraging knowledge about how our brain works is essential in designing products ready for market success.

How Does Our Brain Interact with Brands?

As brand recipients, we think in images and are bombarded daily with hundreds of visual, textual, and multimedia messages. In a world full of stimuli, not all brands can afford expensive advertising campaigns. In such cases, packaging becomes the first and often the only form of communication and brand interaction with the consumer. That is why it is so important for visual communication on packaging to be correct, readable, and effective.

The Order of Messages on Packaging – How Does Our Brain Work?

Packaging design must consider how our brain processes visual information. The first element that should catch the consumer’s attention is the brand itself. Its recognizability is the main marketing strength of the product. Product quality is no longer a differentiator – it has become a standard, a “must-have.” Consumers buy brands, not just the product – the brand guarantees quality and positive experiences. Therefore, all other visual elements should be subordinated to the brand’s positioning strategy.

In addition to brand recognition, other graphic and textual elements play a crucial role in packaging perception and should be arranged correctly. Our brain processes images in a specific sequence – therefore, an incorrect order of messages on packaging can create confusion and reduce its sales effectiveness.

What Elements on Packaging Attract Our Attention?

1.     Color – This is the first signal that reaches our brain. Colors evoke specific emotions and associations, making their selection crucial in packaging design. Established brands, such as Coca-Cola or Milka, consistently use distinctive colors, creating strong associations among consumers and achieving a powerful shelf impact.

2.     Contrast – Our brain naturally focuses on elements that stand out from their surroundings. Therefore, effective packaging should use contrasting color combinations to enhance brand recognition and improve the readability of key information.

3.     Shape and Composition – Ergonomic packaging design should be not only aesthetically pleasing but also functional. Proper arrangement of graphic and typographic elements ensures that the message is clear and intuitive for the recipient.

4.     Iconography and Symbols – Our brain recognizes images faster than text. Therefore, intuitive symbols, pictograms, or icons should be used to support communication and facilitate understanding of key information.

5.     Text Hierarchy – The order and formatting of textual information play a significant role. Consumers scan packaging in a fraction of a second, so the content should be structured strategically – the most important information should be visually highlighted and placed in areas naturally caught by the eye.

Why Does Neurodesign Matter? 

Color and contrast play a crucial role in packaging design, as they are the first elements that influence consumer perception. Therefore, the conscious application of neurodesign principles in packaging design enhances sales effectiveness, impacts purchasing decisions, and strengthens brand identity.

photo: schuterstock