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5 psychic elements that build brands and influence packaging design

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The 5 psychic elements of branding and packaging design we can learn from GOOGLE Teams.

In a recent blog post put out by Peter Diamandis, the founder and chairman of the X Prize Foundation, Peter discusses the top 5 key psychic elements that Google applies to their team creation and what we can learn from them.

1.Psychological safety
3. Structure and clarity
4. Meaning
5. Impact

See how we can apply these 5 influencers to packaging design to "crush it on-shelf."

Veröffentlicht in: Business
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5 psychic elements that build brands and influence packaging design

  1. 1. jamandco.com.au What Google teams can teach us about building brands & influencing packaging design
  2. 2. The 5 psychic elements of branding and packaging design we can learn from GOOGLE Teams.
  3. 3. Peter Diamandis, the founder & chairman of the X Prize Foundation discusses the top 5 key psychic elements that Google applies to their team creation and what we can learn from them. © Jam&Co Design 2017 |
  4. 4. 5 key psychic elements of Google Teams: 1. Psychological safety 2. Dependability 3. Structure and clarity 4.Meaning 5. Impact © Jam&Co Design 2017 | jamandco.com.au
  5. 5. Lets look at each of these 5 elements and how they apply to effective branding and packaging design so you can “crush it” on the retail shelf. © Jam&Co Design 2017 |
  6. 6. To slice through the noise on shelf means you must first nail-down your brand essence.
  7. 7. Companies that are “crushing it on shelf” don’t just have, great products, great technology and great marketing….
  8. 8. The most successful products on- shelf connect emotionally with their target audience.
  9. 9. Today, a clear brand essence is essential if you want excite the heart of your category on- shelf
  10. 10. A clear brand essence is essential to ensure emotional connection with your target audience.
  11. 11. Your brand essence allows you to capture and communicate both the narrative and the conceptual subtleties of your brand to your market audience. © Jam&Co Design 2017 | jamandco.com.au
  12. 12. Your brand essence is the emotional heart of your brand/product.
  13. 13. The top 5 psychic messages your brand essence must stand for.
  14. 14. 1. Psychological safety: The consumer’s perception of the consequences of taking a risk on your product on shelf.
  15. 15. In the face of being seen by others as… ignorant, extravagant, non- conforming, unconsidered and impulsive…
  16. 16. Does your product branding & packaging provide your targeted consumer with psychological safety?
  17. 17. Does your product branding and packaging allow your audience to feel safe enough to risk buying outside of their habitual purchasing patterns?
  18. 18. Your clear brand essence will send a strong message. A message that creates a strong feeling of confidence ensuring your targeted consumer won’t be embarrassed, chastised or dismissed by others.
  19. 19. Your brand essence must express that the consumer is in the safe zone for risk- taking.
  20. 20. 2. Dependability Dependability means trusting the promise of your brand.
  21. 21. Dependability says your product has the ability to do its job when required and for the duration your customer wanted… problem free.
  22. 22. Can your target consumer rely on your product when they need it to perform its intended task?
  23. 23. Dependability of your brand must signify reliability, easy maintenance and maintenance support.
  24. 24. 3. Structure and clarity Consumers will judge your book by its cover. Attributes like functionality, shape, graphical hierarchy and engaging design all have the ability to make a package design appear more desirable than its competitors on shelf.
  25. 25. Structure, otherwise known as form and function of packaging really matters to consumers.
  26. 26. Unique forms of packaging attract and appeal to the eye of the consumer. Today’s consumers desire packaging that are more adapted to their needs than ever before.
  27. 27. Consumers want packaging that protects from breaking, spilling (74%) or spoiling(72%).
  28. 28. Overwhelming research tells us that today’s consumers are overwhelmed with choice. To accommodate for this, effective packaging designs must boil down and simplify to the core essence of the brand or product. © Jam&Co Design 2017 | jamandco.com.au
  29. 29. Effective designs are distilled down to a:  clear and digestible message.  distinctive forms.  clean and coherent story. © Jam&Co Design 2017 | jamandco.com.au
  30. 30. These are what makes your brand stand out surrounded from a mountain of choices.
  31. 31. 4. Meaning: Brand essence is an emotion and is not tangible. How does your brand connect emotionally with your customers?
  32. 32. Your brand essence is: An intersection of your brand promise of specific values and benefits all of which create meaning and relevance to your targeted audience.
  33. 33. Jeff Bezos - Amazon “Your brand is what people say about you when you aren’t in the room.”
  34. 34. What’s the one thing your targeted consumer can say about your brand that is most compelling ? What individualizes it apart from all others on the shelf?
  35. 35. What is the true meaning of your brand? Most brand marketers are unclear as to their brand essence. They are unable to articulate it easily.
  36. 36. Can you?
  37. 37. 5. Impact: People don’t buy what they need... they buy what they want.
  38. 38. Needs are driven by logic whilst wants are driven from the interplay of the six buying decision emotions.
  39. 39. The 6 buying decision emotions: 1. Greed (reward) 2. Fear (risk aversion) 3. Altruism (environmental impact) 4. Envy(social comparison/competition) 5. Pride (ego focused ownership) 6. Shame (failure)
  40. 40. Your brand essence needs to amplify the positive attributes of the emotional triggers and at the same time discharge the negative voltage of the triggered emotion.
  41. 41. Which of these 6 emotional triggers are your products and brands triggering?
  42. 42. Think about your brand essence as a North Star…
  43. 43. Does your brand essence guide, inspire and unify your target consumer and your own organization around it’s promise?
  44. 44. 44
  45. 45. 45