The Last Thread of Communication

The Last Thread of Communication
  • Jan 28 2018

Whether it’s Tiffany’s or cereal, packaging makes a bold statement. In fact, it is often stated that it is the last thread of communication between a product and its consumer.

According to Ghassan Shakhshir, packaging is the most economic form of communication with product consumers as it requires the least amount of promotion. In other words, since customers grab the product off the shelf, it is in itself a form of brand communication. Shakhshir further notes a study that identifies packaging design plays a “leading role” in establishing a relationship between the brand and its consumer, making it a vital element.

Forbes, an American leading business magazine, published an article supporting this notion. As per their article, eye-tracking studies, which are studies that measure where an individual is looking or the motion of the eye itself, have proven that shoppers read seven words on average during their shopping trip. Color, location, and shape are the major factors that affect the consumer's’ decision when making a purchase.

The question then becomes; How do designers attract consumers? The answer, though it may sound complex, remains simple: Biomotive triggers! Forbes notes that these triggers are known to those who study design as “sensory cues” that affect the subconscious mind and therefore, trigger both action and emotion before the conscious mind realizes and responds.

There are a number of forms in which design could be effective. Firstly, the use of cusps, which are sharp or pointed shapes, often triggers feelings of fear, danger or cautiousness, and so, it becomes quite simple to stand out. Day after day, consumers are exposed to a large number of billboards and massive fonts in order to attract attention and enhance engagement, and so it is rare for a calming design to be present, which by default makes it more attractive and calming to the eye.

Speaking of eyes...They are the centre of emotions! According to Forbes, eye contact evokes emotional engagement, so including people on packages must do the trick. And lastly, to make sure that your packaging is worth it, pass the five-year-old test! If a five-year-old can find the product in a store, based solely on your description, then this packaging design is the way to go!

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