The strange entity that is a brand

We live in a world that is dominated by major brands – Apple, Microsoft, Coca Cola, McDonalds, Sony, Nestle, Samsung, Hilton Hotels to name but a few.

Brands are a fascinating entity. There is nothing else in our society today which is completely intangible for which we are prepared to pay money and yet we are persuaded to do just that multiple times every day.

Winning over customers in store

With the average purchase decision process in the supermarkets taking just fifteen seconds, packaging has to communicate extremely quickly and effectively with the inherent ability to create an ‘instant dialogue’ with a potential purchaser.

So how does packaging influence consumer purchase behaviour? If it’s a regular buy, the packaging shape, form and colour act as visual shorthand, enabling the consumer to quickly identify their favoured product on shelf.