Packaging is frequently your #1GRP. Getting the brand design right means getting it to be V.V.M.
VISIBLE? Can the consumer find it in the sea of packaging on the retail store shelf and does it break out from the competition?
VISCERAL? Does it emotionally connect with the consumer, sending the right brand message? Does it remind them why they should pay a premium for your brand or change the way they feel about it?
MEMORABLE? Can it be described simply to someone else? If your brand design does not sink into their memory, then they won’t remember what to look for and any brand will do.
