David McGowen, PI Global

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Samantha Brown

Lifestyle

Enticing New Consumers
• How our brains work when we look to choose
a product on shelf
• How brands owners utilise that knowledge to
construct the packaging for their products
• What elements of design are important to
influence the choice
• What else can we do to make packaging
enticing to new drinkers

What we think we see… What we actually see…

constructed communication
packaging needs to be visually
engineered to work in its category
and against its competitive set
packaging design must be simply
constructed in a way which allows
consumers to find and shop our
brands quickly, happily and
confidently

can design influence new drinkers?
absolutely…
(but then I would say that…)

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