The Last 4 Seconds of Marketing

With hundreds of brands on shelf all shouting for attention, it is essential your brand be seen as real, different and authentic. Your packaging design must communicate the authenticity of your brand and the product. All your efforts and investment in the product will come down to the last 4 seconds of marketing. The moment your consumer stops and picks your product off the shelf… or not!

Does your product claim “AUTHENTICITY”?

Armed with information, today’s consumer is becoming astute at spotting the difference between marketing, packaging design hype and the truth. Today’s consumers are suspicious of front of pack overstatements. They want to see evidence of quality. Consumers are now discerning enough to spot phony. They want authentic packaging design! They want real and are willing to travel to get it.

What exactly is Authenticity?

Authenticity is derived from the Greek: authentikos, which means “real, genuine.” Something is authentic when it is what it professes to be, or what it is reputed to be. More and more consumers are being drawn to truthful products and consumer packaged goods. Your consumers have been shown to go to great lengths to find authentic, real, quality, honest to goodness products.

Visually Authentic Packaging Design. 

Dieline identified “Visual Authenticity” as the first of four emerging trends they believed are becoming more and prevalent in packaging design. According to Dieline, “Visual authenticity is a trend marking a significant departure from the mainstream, yet it’s quickly becoming the mainstream itself.”

In the Dieline January 20, 2015 blog post, founder Andrew Gibbs wrote, “Visual authenticity in package design marks a complete rejection of established corporate brand design and is a response to the shifting consumer base, with a majority of consumers no longer wanting to heavily rely on, or trust, established brands.”

Authentic Packaging Design:

  • Labels appear to be handwritten, raw, freeform, or sketchy typography. They look like they have been designed on a shoestring budget.
  • Packs are created demonstrating imperfection, not precision. Natural colour palettes provide reassurance, demonstrating human involvement in product crafting.
  • Unrefined and amateurish brand expression using hand drawn, simple illustrations indicate the product maker is naïve to strategies of persuasion.
  • “Artisanal” demonstrates a combination of care in craftsmanship connoting the pride in a time-honoured craft of making something all by hand.
  • Vintage inspired references or type demonstrates a respect and a trust bestowed upon a brand that shows it has endured the test of time.

Authenticity takes time. 

The only way to craft a true, authentic story matching the core values of your brand is to ensure that the product quality and shelf fulfilment is dependably consistent.

(This blog post references the writings of Michael Colton is the Director of Design and Strategy at Brandimage and Andrew Gibbs of The Dieline)