In this post, we share a few of the key insights from a Design Week UK article on brand visibility. In one of our last posts, “Unseen is Unsold,” Dr. Hurley echos many of the same points about the importance of branding through a combination of science and design.
Brand Recognition Methodology
Tony Nunan, Chief Executive of Visuality, has coined the term, “visual mnemonics” to describe the small number of visual cues used by consumers to look, notice, and understand the product or brand category. Package InSight uses much of the same methodology when looking at how package design grabs attention. Nunan recommends that brands should maintain at least 2 to 3 visual cues when redesigning their package to maintain brand visibility.
Scripted Behavior
Consumers use visual cues to recognize with brands in the store. Consumers make so many decisions using their subconscious and they depend on brand visibility to shop on “auto-pilot.”
“The associations people form with brands are down to behavioural scripts – where people perform repetitive actions, such as picking up the same brand, as a result of forming an attachment to it.”
Package InSight Measures Brand Visibility
We developed an eye tracking methodology paired with qualitative surveys to understand both the conscious and subconscious decision-making processes. We use eye tracking glasses inside of both our retail lab and in stores around the country. We focus most of our research in the lab because most of our customers are working on confidential designs and prototypes.
Dr. Andrew Hurley leads our team of designers and researchers to understand visual cues and the “hot spots” of packaging design. We like to emphasize that our tools and methodology are not the hard and fast instructions for designers. Our research is here to support and guide designers through the new package design process.
For Full Article: http://www.designweek.co.uk/brand-visibility-a-great-design-isnt-great-if-no-one-sees-it/
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