1. Six Secrets of Winning Packaging
Designing your packaging through the eyes of the consumer
PACKAGE DESIGN IS JUST AS IMPORTANT FOR CONSUMERS AS IT IS FOR
MARKETERS
Most brands are with us for life, we watch them grow up, just as we do… and they
accompany us on our life journey. So it’s not surprising to find that consumers view
brands in an emotional way, as though their brand’s ‘belong to them’ …..as though
they represent and express part of who they are!
Brands that belong to consumers need to be designed for consumers, by looking
through ‘their’ eyes and living-up to ‘their’ expectations, by connecting and resonating with ‘their’ lives and
by constantly delivering intimacy and trust.
1. IF IT AIN’T BROKE, BREAK IT!
Understanding the language of colour and shape will allow you to choose when to break (or follow), the
rules to create real differentiation.
As our nervous system forms we quickly recognise forms, texture, odours, colours and sounds, we don’t
recognise numbers and letters until a lot later. In order to read…we have to be taught! This is important to
know for packaging design, because recognising shape, colour, texture, smell & sound just come naturally
to us! This is the way we recognise and decipher information …as visual communication that directly
addresses our unconscious minds
Further studies by Perception Research Services in the USA tell us that consumers recall…first, the colour
of your pack…second, the shape of your pack….third, the logo style.
2. LESS REALLY IS MORE
Packaging is more effective when communication is simple, clear and readable….….”in just a few seconds”
Of course to be effective your design must rise above the ‘visual noise’ of the shelf environment. Today, in
a modern supermarket, a consumer has on average, about six seconds to understand what a brand is trying
to communicate, so keep any communication simple.
In a few seconds, the package must attract the consumer’s eye, communicate what the product is,
communicate the brand, explain the benefits and convince the consumer to purchase.
The design must also quickly communicate;
- The brand character
- The positioning
- The benefits
Decisions should be made to ensure a clear priority of communication
3. TELL ME A STORY!
Communicate with consumers in their language and create a reason to buy!
Most brands have a story to tell, it’s what differentiates them from each other – but alas not all of them do.
Because it’s not enough to be simple, and compelling….. what we’ve covered so far will help your customer
understand and find your package, it may even lead them to ‘pick it up’…… but what they need to know
now……is a reason why they should buy it. This is where the brand story comes in….it not simply the history
behind the brand ……but can be about special methods of production, ingredients, storage or shipping –
anything which bring a uniqueness and distinctiveness to a brand…… that will be hard for others to copy….
…..put simply…..a brand story can be what re-assures and convinces a consumer to buy

2. 4. YOU CAN’T SAY EVERYTHING AT ONCE!
You will need to prioritise! Decide what is your ‘key’ message and amplify that…through both visual and
verbal communication.
One of the most common problems of packaging design is the desire to say everything loudly (or big), and
everything at once…. This is why it is important to understand how the consumer ‘reads’ a design. Use focal
points of your package, to direct the eye to the attributes and benefits you want the consumer to see.
5. A BRAND IS MORE THAN JUST A FRONT PANEL!
A package is a 3d item in a 3d world! It is important to communicate both the brand - and a reason to
believe ……at every touch point. Remember also that thinking of your pack (or designing it) as just a front
panel is ignoring 75% of the communication value of a package
6. WHY SHOULD I BE INTERESTED!
Packaging needs to be seen on shelf. Original and surprising new approaches to packaging create
differentiation and attention. This creates interest and can be refreshing – even for an old existing brand
The first and most fundamental criteria of a packaging design, is to get the consumer to see it! Shelf stand-
out – is, and has always been one of the main tasks of effective packaging design…because not seen
is….not seen! Don’t forget to “surprise the eyes!”
It is estimated that there are between 20,000 and 40,000 product references in an average supermarket,
this is more information than any of us can handle, so we sub-consciously de-select more than 80% of the
products and packaging on offer. Unilever’s own research estimates that 62% of the shoppers focus on
‘quick trips’…so…being ‘seen’ in store is now essential
This brings me to what i have always know as ‘the six second rule’ following research made by Dupont in
the 1970’s which showed that on average we spend just six seconds to choose what we purchase, so
these seconds need to be used carefully:
SECONDS 1 AND 2/ ATTRACT: Is about the way we look, shelf stand-out and visual impact helping the
consumer identify the brand/product they want and creating differentiation
SECONDS 3 AND 4 / ENGAGE: Is about the way we talk. Seducing via the offer using clear product/variant
and benefit communication.
SECONDS 5 AND 6 / REASSURE: What we offer. Here brand reassurance cues and emotive product
communication are both key in expressing the consumer benefit & reason why
Rowland Heming / RH-PKG (©2015)
If you would like to know more about the power of design & creativity or are interested in any presentation, creative session or workshop for your company, university or
organisation, please visit my blog to see my workshop presentations and many design articles - or contact me on rh.pkga@gmail.com / +32 68 44 79 20
Visit my blog at: http://rhpkg.wordpress.com
ROWLAND HEMING – EXPERIENCE
Brand designer for 45 years
1966-1970 Studied Packaging and brand design in UK in one of (if not the), first courses for Packaging and Branding
Worked for major UK converters dealing with carton, corrugated carton, plastic, glass and cellophane films
1974 Moved to Belgium as assistant Creative Director (later Creative Director), for a US design company working with Procter & Gamble
1977 -2011 Set up Pineapple Design SA in Brussels – London – Lisbon - Paris, creating packaging and brand solutions for major ‘fmcg’ multinationals throughout Europe: (P&G -
Campbell’s - Coca-Cola – Kraft etc…).
1990 Co-founded The European Package Design Association (EPDA), later becoming President
2015 Today, Rowland Heming acts as a bridge between Marketing and Design, bringing Creative Direction, Knowledge, Design Consultancy, Training, Analysis and Project
Management to bear in order to improve the effectiveness of the design process. Lecturing on design and branding for various universities in Belgium, being also the author of
many articles on Packaging and Design as well as frequently speaking / judging brand design related events and congresses throughout Europe, and in the USA.