The Tribune

By Deidre Bastian

First impressions are lasting, and people may have preconceived ideas as to worth and value based on what they see. Thus, when people want to make a good first impression, “image” is definitely important. In addition, businesses strive to keep shelves attractive, as this contributes to the full life cycle of packaging from cradle to grave.

For this reason, manufacturers devote countless hours and resources trying to distinguish their brand and enticing consumers to put their product in the shopping cart. Accordingly, despite the industry, it is wise to know your consumers, what influences them, why, and what their likes, dislikes, needs and expectations are.

While trying to promote products, you cannot necessarily change how people view them, but you can change the look and design to deliver a more powerful and impressive first impression.

Think about it… What would your eye be more attracted to while browsing: A well-designed package or a boring one? If you are like most shoppers, would you not gravitate towards the product with a more professional and attractive look?

Every day thousands of packaged goods vie for buyers’ attention on store shelves. For example, an average shopper will pass 300 products per minute, making it difficult for an item to break through the clutter, especially when exciting new products are launched, packaged or redesigned every day.

If you are not convinced that people ‘do not’ judge stuff based on what they see, then here are a few examples to help substantiate this truth: We are taught not to ‘judge a book by its cover’ for the simple reason that we actually do - we do judge books by the design and excitement presented on their covers.

In business, people generally respond well to someone dressed nicely, who presents themselves with a warm smile and a firm handshake. Moreover, if you appear crazy or untidy in your pictures, then I hardly suspect people will take you seriously.

If your site looks disorganised, people will think that you are a mess and assume that your material is therefore of a lower value. Moreover, most times we purchase vehicles based on how we like their appearance as opposed to their actual performance.

At the outset, both men and women are attracted to each other’s outer appearance as opposed to their inner attributes. These are only a few scattered examples, but we shouldn’t underestimate the power of a first impression, especially when design contributes to a first-time sale.

Surely choosing the correct material to package a product is important, and also knowing how the product will react when customers pass by. For example: Have you ever noticed a potato chip bag that looks so enticing and fluffy, but when opened there were only about four little chips floating around with a few crumbs at the bottom? How disappointing...The bag appeared to be full.

A supermarket contains an average of 40,000 items to choose from, and each must work hard to cut through the white noise on the shelf to attract potential buyers. “Hey, look ..I’m over here, choose me!” This is what the seemingly ‘full’ potato chip bag screamed. Actually, items have less than three seconds to grab the attention of a consumer, while more than 70 per cent of the purchasing decisions are made at the shelf. Take a look at a few beautiful package designs using this site: http://www.webdesignerdepot.com/2009/05/50-beautiful-and-effective-package-designs/

Are you aware that we eat with our eyes first and that’s why, whenever we reach for that glistening red strawberry pie, we are under the influence of coloru? Granted, you may not have needed the extra calories, but yet you still craved the tasty-looking red pie that so impolitely triggered your taste buds. In light of this, I recommend that graphic designers pay close attention to the feel and affects of packaging designs, as emotional and psychological attributes are inter-related and work well together.

As a result, I think it is safe to say that attractive packaging always sets the pace and undoubtedly influences sales. Ensure your packaging and design works at all stages of its life cycle - from the factory to the user’s hands. And stay current with market and future trends, designing with tomorrow in mind. Until we meet again, continue to fill your life with memories rather than regrets. Enjoy your life and stay on top of your game!

NB: Columnist welcomes feedback at deedee2111@hotmail.com .

About the Columnist: Ms Bastian is a trained graphic designer. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.