18 Feb How To Make Your Packaging Contribute to Your ROI

When you look at this image, what do you see, a duck or a rabbit? If you look at the image for a while, you will see both the duck and the rabbit, but chances are you saw the duck first.

In fact there was a study done by Brugger and Brugger (Brugger and Brugger 1993, Kihlstrom 2002) where they proved that most people, on most days, saw the duck.

What is interesting is that on Easter Sunday, children who viewed this image were more likely to see the rabbit. The children had become more receptive to the rabbit at that time because they were sensitized to the rabbit by the culture around them.

How consumers perceive your brand also depends on the culture around them. When they are home from work with the flu, they are likely more receptive to the advertising or packaging of a flu medication. They are more receptive to your beer label or ad on a hot afternoon.

The mind of the consumer processes an enormous amount of stimuli each day, and only a very small portion of this stimuli reach the level of conscious consideration, or motivates behavior.

Marketers typically under value the importance of the visual presentation of their brand. The visual codes of a brand can either be part of the visual noise, or it can rise to the level of consciousness, create meaningful associations and motivate the consumer to take action.

In our design strategy programs, we work with brand owners and their design teams to design packaging that conveys the right meanings and motivates consumers to take action that impacts our client’s bottom line.

Call us today to learn how we can make your brand design and package design do more for your bottom line.

Kompas Strategy
Mark@kompasstrategy.com