Ultimately, impulse sales need to effectively connect emotionally with consumers in the split second it takes to make a buying decision. Most impulse purchases are traced to a consumer’s lifestyle needs and self-expression plays a critical role. In essence, brands reflect customer’s self-image and effectively tapping into this behaviour will drive impulse purchases. Packaging design that makes this connection has greater odds of consideration during the unplanned at-purchase moment. The package design imagery, colours and messaging should all play a role in ensuring the resulting image takeaway aligns to consumers’ self image. Designs that help augment (weight control or HBA brands) the customers’ reality and self image tend to drive sales well before the actual fact-based information is noticed or even read