Factor One: Strong Visibility
It is clear that to drive impulse sales the product needs to be noticed during the split second it takes a consumer to choose to buy a product. The rise of product offerings at retail makes the opportunity of standing out more challenging for packaging design to effectively drive increased visibility. In packaging design, we have defined the key criteria driving shelf visibility as the BlinkFactor (TM), where 40% of all communication consumers absorb is visual, and 80% of this visual connection is done through colours and shapes. Are your brands' colours and shapes setting you apart from competitors and, more importantly, do they drive an effective emotional connection with consumers? In the many years helping marketers drive strong shelf visibility, we have noticed that all market leaders own a dominant colour, and more importantly the colour talks to the emotional needs of their customers.