“Never judge a book by its cover,” is a cliché most people hear, but many people actually do just that. A national study by the Paper and Packaging Board showed that 7 in 10 (72%) of consumers agree that packaging design influences their purchasing decision. So, when it comes to packaging on store shelves, first impressions can make or break your brand’s ability to connect with your customers. You don’t want to cut customers’ “visual” conversations and ruin their budding relationships.
Well then, how do you create a package design that’s strong enough to command attention and spark that connection within three to five seconds? You have to understand the power of visuals and the psychology behind them on the consumers’ thought processes. Here are some quick visual statistics from DeanHouston.com to consider before starting that packaging design process:
You have 3 seconds to form a first impression.
Attention spans are short. You need to connect and engage with your customers quickly. If your first impression goes wrong, you might not have a second chance to change their minds. Statistics show that it takes approximately 20 encounters or more to fix a bad impression.
You see an average of 5,000 marketing messages per day.
In the world today with media-rich marketing, we become conditioned to tuning out the sheer flood of marketing messages. This makes visual communication even harder when trying to start that conversation with your consumer. You have to creatively cut through all the noise quickly to make that connection. You have to spark their interest, tell the story, and make your promise to them in less than 10 seconds.
About 90% of information processed by the brain is visual.
“A picture is worth 1,000 words,” as the saying goes seems to be true. Visual information is just faster and easier to retain. When you make visuals the most prominent component of your design, you make it easier for consumers to connect with your brand. If your package design stands out visually from your competition, consumers are more likely to remember your brand.
Nine out of ten times, visual appearance will determine the emotional reaction to product packaging.
Color has a powerful effect on human emotion. This is directly supported by research. In 1947, a Swiss psychotherapist, Dr. Max Lüsher created a color test to prove this theory. He found that our perception of color is objective, measurable, and universal.
Introducing Kymera Variable Printing Technology by Traco
There is a whole lot more to package design than just making it “look pretty.” The best packaging breaks through visual clutter to make an emotional connection with the consumer. One great way to attract attention to your packaging and make that connection within three to five seconds is with Traco Packaging’s Kymera Variable Printing Technology.
What is Kymera?
Kymera is a powerful, dynamic variable printing application. This technology can generate tens to thousands to millions of unique graphics that it embeds into variable data print job based on one or more fixed patterns. The software does all the processing and handling to automatically turn your base patterns into a many unique designs. If you’re a single designer, agency, or in-house graphic department that works with a printing provider, then this technology is for you. Attract your customers’ attention with striking, unlimited designs. There are two types of design modes available: Mosaic and Collage.
Mosaic
Mosaic can combine, scale, rotate, and transpose high-resolution images used as a base design pattern called a ‘seed’ to create limitless unique variations of your print design. The files output by the tool can be generated in high volumes and used as variable assets in VDP (variable data printing) jobs. All you have to do is develop the base seed patterns, and the software automatically handles all the processing. The more complex and colorful the original file, the better the results.
Collage
Collage gives brands, agencies and converters the ability to create endless variations of a set of basic elements defined by the user. These elements can include images, text, or logos, then combined according to individual rules set by the user. Users control different parameters such as minimum and maximum number of repetitions for each element, rotation and/or size resulting in hundreds to millions of unique designs.
You provide basic elements; Collage creates virtually unlimited variations on a centrally designed theme.
- Each variation remains unique, and at the same time, tied to the same “family”
- While each composition is unique, Collage enables brands to retain maximum control of their visual identity. Collage creates cohesive expressions that adhere to your defined brand guidelines
Flexibility, agility, get noticed in three seconds, and the opportunity to change direction quickly, Kymera digital printing is the key solution to help increase consumer engagement & innovation, easily and efficiently. Traco Packaging can help you build your brand through custom digital printing with Kymera on our HP Indigo 6900 Digital Presses. We can leverage Kymera Variable Printing Technology to help you increase consumer engagement and increase sales. Call us at 800.284.9727 or request a quote now to start showcasing your brand and grabbing attention!