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Make packaging visible, visceral and memorable (brands (a good packaging…

- - - - How can the food itself support the brand story?
    - - package design
      - brand story
      - logo (''sexy'' bit)
  - - - connection to the brand
- - - - Visibility
        
        goal: stand out
        
        large &clear fonts
        
        easy-to-read messaging
        
        bold, striking, differentiating colors
      - Viscerality
        
        goal: influence the consumer's life
        
        connection to the brand
        
        the role of packaging
        
        provocation of emotions
        
        communication with the consumers
        
        done through
        
        words
        
        brand imagery
        
        emotions
      - Memorability
        
        2 goals:
        
        make sure consumers can remember your design
        
        create a unique/ differentiated design
  - - - risk
        
        design style instead of brand narrative
        
        problem: importance of brand narrative
        
        importance of an authentic story
        
        musthaves
        
        substantial design
        
        2 more items...
    - - in-store discovery
        
        top information source
      - 60 % of product decisions: at shelf
    - - new trend