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Translating UI and UX onto the retail shelf

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How do you consistently generate sales from the retail shelf today and into the future? You ensure you build UI, UX and EC into your packaging design. This Slide Share will explain how.

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Translating UI and UX onto the retail shelf

  1. 1. jamandco.com.au How do you consistently generate sales from the retail shelf today and into the future?
  2. 2. jamandco.com.au You have to build UI, UX and EC into your packaging design!
  3. 3. jamandco.com.au These are called the 3 pillars of Strategic Packaging Design. UI UX EC
  4. 4. jamandco.com.au So what are these 3 pillars exactly and how do they result in increased and consistent sales?
  5. 5. jamandco.com.au
  6. 6. jamandco.com.au Pillar 1:= UI
  7. 7. jamandco.com.au UI= UI stands for User Interface.
  8. 8. jamandco.com.au In information technology: The UI is everything designed into an information device with which a person may interact.
  9. 9. jamandco.com.au Example: A website. UI is the “HOW your user interacts with a website.” • UI represents all the tools the designers and developers use for the user to navigate the site. • How easy is it for the user to learn more about products/services available • and eventually checkout, email • opt-in or complete the conversion • goal.
  10. 10. jamandco.com.au Product Packaging is seen as concentrated form of brand communication.
  11. 11. jamandco.com.au UI in packaging design (UIPD): The strategic expertise by which designers code the packaging design using form, materials, colors and symbols to tell a brand or product story to make a product on shelf both approachable and understandable.
  12. 12. jamandco.com.au Goal of UIPD: To make a product on shelf both approachable and understandable for the consumer.
  13. 13. jamandco.com.au Pillar 2:= UX
  14. 14. jamandco.com.au UX= UX stands for User Xperience.
  15. 15. jamandco.com.au In information technology: The UX is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.
  16. 16. jamandco.com.au Example: A website. Is the website navigation considered to be: • Useful? Your content should be original and fulfill a need • Usable? Site must be easy to use • Desirable? Image, identity, brand, and other design elements are used to evoke emotion and appreciation • Findable? Content needs to be navigable and locatable onsite and offsite • Accessible? Content needs to be accessible to people with disabilities • Credible? Users must trust and believe what you tell them
  17. 17. jamandco.com.au UXPD in packaging design UXPD is a packaging design methodology predicated on user research and strategy.
  18. 18. jamandco.com.au UXPD is deeply rooted in understanding how the product within the pack will contribute to delivering valuable interactive experiences at every touchpoint.
  19. 19. jamandco.com.au Goal of UXPD: To deliver valuable customer experiences before, during and after interacting with the product.
  20. 20. jamandco.com.au Pillar 3:= EC
  21. 21. jamandco.com.au EC = Emotional Connection Emotional Connection is the practice of appealing directly to a consumer's emotional state, needs and aspirations.
  22. 22. jamandco.com.au It triggers a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional connection is successful when:
  23. 23. jamandco.com.au Goal of EC in packaging design: To trigger a desire for the advertised brand/product) in a way that cannot fully be rationalized.
  24. 24. So how do you translate UI , UX and EC onto the retail shelf? © Jam&Co Design 2017 | jamandco.com.au
  25. 25. Build them into your design
  26. 26. 4 steps to building UI, UX & EC into your packaging.
  27. 27. 28 STEP 1- Develop a Strong “Brief” The quality of the brief largely dictates if the creative work which follows is right or wrong, good or bad.
  28. 28. 29 Garbage In….Garbage Out!
  29. 29. 30 STEP 2- The Research The purpose of the research is to glean specific insights and convert them into a DESIGN STRATEGY incorporating the UI, UX and EC.
  30. 30. jamandco.com.au 1.UI= Make the product on shelf approachable and understandable for the consumer.
  31. 31. jamandco.com.au 2. UX= To deliver valuable customer experiences before, during and after interacting with the product.
  32. 32. jamandco.com.au 3. EC= To trigger a desire for the advertised brand/product) in a way that cannot fully be rationalized.
  33. 33. 34 STEP 3- Multiple Concept Development Having resolved the packaging design strategy, the designer must create multiple design concepts including UI, UX and EC for revision.
  34. 34. Create multiple design concepts incl: UI, UX & EC for revision. jamandcodesign.com.au
  35. 35. 36 STEP 4 - Design Refinements Once a design had been selected then the design goes through a process of refinement. Refinement is the polishing and refining the selected design to determine the necessary finish.
  36. 36. The secret to consistently generating on-shelf sales today & into the future… Build UI, UX & EC into your design
  37. 37. 38
  38. 38. 39

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