We shop with our eyes – don’t we?Posted by in Design
Our brain functions in such a way that it concentrates on max 3-4 parts of an illustration. Therefore you don’t see, nor read, the second ”the”.
The question to which we have no real answer, although many studies and research at POS have been conducted, is the following:
Why don’t we buy certain things or why do we buy mostly what we already know?
At a conference in Stockholm some years ago, I learned from a Swedish researcher that there are 5 reasons why we do not buy certain things – a real challenge for a package designer to do something about it! Here are the reasons:
- We don’t see everything we are looking at! Our capacity to take in information is very limited, in most cases as few as 3 data, in extreme cases up to 7. And in most package designs, we give up to 10 information on a front panel, often just to please a product manager’s ego.
- The brain is constantly trained for things we do not wish to remember. Well, if our brain should take in all we see and store it, we would just ‘go crazy’. So the brain, on purpose, does not wish to see certain things and we can do nothing to change that.
- We ‘see’ with our memory. We see faster certain things as our memory remembers certain shapes, colours and signs faster than others.
- In the subconscious, there is a constant fight between what we are used to and the influence of the environment, and who do you think wins? What we are used to. Therefore, in order to stand out, we have to surprise to awake interest in our subconscious!
- We need help to understand what we think we understand. Maybe we understand, but do we act from this understanding? We need help for this to happen.
As you may see from these 5 points, it is very important that we design with
- as few elements as possible
- as interesting elements as possible
- as clearly understood elements as possible
- as common elements as possible
Do we do this? Unfortunately seldom, as we often wish to please a marketing person’s view and not what the consumer really can take in! … makes you think, doesn’it?