How do you consistently generate sales from the retail shelf today and into the future? You ensure you build UI, UX and EC into your packaging design. This Slide Share will explain how.

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How do you
consistently
generate
sales from
the retail
shelf today
and into the
future?

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You have to build UI,
UX and EC into your
packaging design!

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These are called the 3 pillars
of Strategic Packaging Design.
UI
UX
EC

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So what are
these 3
pillars
exactly and
how do they
result in
increased
and
consistent
sales?

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Pillar 1:= UI

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UI= UI stands for User
Interface.

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In information technology:
The UI is everything designed
into an information device
with which a person may
interact.

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Example: A website.
UI is the “HOW your user interacts
with a website.”
• UI represents all the tools the designers
and developers use for the user to
navigate the site.
• How easy is it for the user to learn
more about products/services available
• and eventually checkout, email
• opt-in or complete the conversion
• goal.

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Product Packaging is seen as
concentrated form of brand
communication.

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UI in packaging design (UIPD):
The strategic expertise by which
designers code the packaging
design using form, materials,
colors and symbols to tell a brand
or product story to make a
product on
shelf both approachable
and understandable.

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Goal of UIPD:
To make a product
on shelf both
approachable and
understandable for
the consumer.

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Pillar 2:= UX

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UX= UX stands for User Xperience.

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In information technology:
The UX is the process of enhancing
user satisfaction with a product by
improving the usability, accessibility,
and pleasure provided in the
interaction with the product.

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Example: A website.
Is the website navigation considered to be:
• Useful? Your content should be original and fulfill a need
• Usable? Site must be easy to use
• Desirable? Image, identity, brand, and other design
elements are used to evoke emotion and appreciation
• Findable? Content needs to be navigable and locatable
onsite and offsite
• Accessible? Content needs to be accessible to people with
disabilities
• Credible? Users must trust and believe what you tell them

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UXPD in packaging design
UXPD is a packaging
design methodology
predicated on user
research and strategy.

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UXPD is deeply rooted
in understanding how
the product within the
pack will contribute to
delivering valuable
interactive
experiences at every
touchpoint.

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Goal of UXPD:
To deliver valuable customer
experiences before,
during and after interacting
with the product.

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Pillar 3:= EC

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EC = Emotional
Connection
Emotional Connection is
the practice of appealing
directly to
a consumer's emotional
state, needs and
aspirations.

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It triggers a desire for the
advertised brand
(or product) that cannot
fully be rationalized.
Emotional connection is
successful when:

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Goal of EC in packaging
design:
To trigger a desire for the
advertised brand/product)
in a way that cannot fully
be rationalized.

25. So how do you
translate UI , UX and
EC onto the retail
shelf?
© Jam&Co Design 2017 | jamandco.com.au

26. Build them into your design

27. 4 Steps to Building UI,UX &EC
into your Packaging

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STEP 1- Develop a Strong “Brief”
The quality of the
brief largely
dictates if the
creative work
which follows is
right or wrong,
good or bad.

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Garbage In….Garbage Out!

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STEP 2- The Research
The purpose of the research is
to glean specific insights and
convert them into a DESIGN
STRATEGY incorporating the
UI, UX and EC.

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1.UI= Make the
product on shelf
approachable and
understandable for
the consumer.

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2. UX= To deliver
valuable customer
experiences before,
during and after
interacting with the
product.

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3. EC= To trigger a
desire for the
advertised
brand/product) in a way
that cannot fully be
rationalized.

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STEP 3- Multiple Concept
Development
Having resolved the
packaging design strategy,
the designer must create
multiple design concepts
including UI, UX and EC for
revision.

35. Create multiple design
concepts incl: UI, UX &
EC for revision.
jamandcodesign.com.au

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STEP 4 - Design Refinements
Once a design had been selected then the
design goes through a process of refinement.
Refinement is the polishing and refining the
selected design to determine the necessary
finish.

37. The secret to consistently generating
on-shelf sales today & into the
future…
Build UI, UX & EC into your design

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