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Nine Design Strategies to Inspire Sustainable Profits | Part Six

January 25, 2019

Nine Design Strategies to Inspire Sustainable Profits | Part Six

#3 ATTRACT NEW MARKET SHARE WITH INNOVATIVE COLORS AND SHAPES

Stop. Close your eyes. Imagine, for a moment, standing in your customer’s shoes. You are staring at shelf-upon-shelf of similar or competing products, just pleading to be purchased. Which product will your eyes be automatically drawn to? What aspects of the packaging will you notice first… second… third… fourth?

Which one will you eventually pick up? Which ones will you ignore? How will you ultimately decide? After performing a thorough analysis of hundreds of brand equity studies, chairman of Perception Research Services, Elliot Young, determined that consumers’ eyes are universally drawn to first notice three primary dimensions of a given product package: color, shape, and company logo. Further, Young determined that most people process product packaging in exactly that sequence– color first, shape second (if distinctive), and logo last. Knowing this information, wouldn’t it be smart to design your packaging accordingly?

Although this may sound like common sense, it isn’t. Many manufacturers create brands and packages that– through color, shape, and logotype– do very little to grab attention and stand out from the competition. Avoid the mistakes of most companies! Be bold and innovative with your design choices. Shake things up. Find a way to grab your audience’s attention through strong, tasteful package designs that command your audience’s attention so that your unique offering will truly stand out. Some recent success stories provide ample evidence of this design strategy’s effectiveness.

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