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‘Simplicity is the ultimate sophistication’

Memory may be responsible for driving more sales than you think. What do you want consumers to remember?

Mika Kañive’s Frts & Ygrt concept package uses just three chunks of information, making the product easy to understand.
Mika Kañive’s Frts & Ygrt concept package uses just three chunks of information, making the product easy to understand.

Our brains employ two major working memory-processing systems that define how we act and react in life. The first system, the visuospatial sketchpad, records the visual stimuli that are all around us. This makes us aware there is an aisle with products and a POP display in front of us, so we don’t run into it. The phonological loop keeps in mind information that is not visual, things like numbers and information we want to be aware of, and repeats this information to keep it active in our working memory. These systems are important; they help us function throughout the day without running into walls, they keep us from forgetting things moment to moment, and they enable us to advance in our life and get things done.

But these systems do have limits. We can’t remember everything and keep all relevant information top of mind. When we become overtaxed with information, we mentally bail; when we are understimulated, we become bored and apathetic. And even if you’re a dedicated and trained shopper, retail is one of the most highly visually stimulating places I can think of. But, don’t fret; your packaging can make an impression as long as you know the rules of the memory game.

‘The Magical Number’

In 1956, George A. Miller published a very famous psychology paper, “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information.” In it he posed that working memory has a limit: “seven, plus or minus two chunks.” That’s five to nine “chunks” of information or units of memory input. Think of your phone number. (Well, think of the last phone number you had to memorize. Thanks, Siri!) We further “chunk” the seven unique digits into shorter strings of three and four. This isn’t accidental. It’s psychology.

So, how is this illustrated in packaging design? da Vinci said it best: “Simplicity is the ultimate sophistication.” The more you can simplify and reduce chunking on your packaging, the more attractive it will be, and ultimately, the longer it will be held in active (working) memory. For instance, your packaging design might include a logo, a brand name, a product name, a picture of the product, a window revealing the product, the serving size, and vital directions. Those seven pieces of information (plus or minus two) will land you in the sweet spot for quick consumption by the consumer in a retail setting. Simple designs are found faster and viewed longer than complex designs.

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INTRODUCING! The Latest Trends for All Industries at PACK EXPO Southeast