Artisan Spirit: Summer 2022

Page 96

Written by WES WOODDELL

the PROBLEM with PURCHASE DECISION MAKING

HEURISTICS How Design Psychology Can Drive Consumer Connection

Two seconds. That’s how long it takes the average consumer to make a purchase decision. Of course, this increment varies as the product relates to category, price point, and relative location on the shelf, but the staggering takeaway is that brands are all competing to connect with lightning-fast decision makers and impulse-driven consumers. Given such a challenge, the margin for error or wasted time is slim to none. Yet over and over, brands fall prey to the same pitfall: thinking of packaging as an hour-long investor pitch instead of a 30-second elevator pitch. As alluring as it may be to weave a textured narrative about organic claims and top-of-the-line ingredients, the reality is, consumers buy based on immediate emotion and excitement. Details like water sourcing and purity of processing are hugely important when crafting amazing products, but less impactful during the most crucial two-second window. So what’s the solution? How can brands differentiate themselves from the surrounding competition, scrap the same tired playbook, and actually use those two seconds to inspire trial, connection, and loyalty? The answer is heuristics.

Oak & Eden Finished Whiskey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . unpack’d STRUCTURAL DESIGN . . . . . . . . . . . . . . . . . . . . . . . . . . . unpack’d LABELS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . MCC label PHOTOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nick Cabrera BRAND DESIGN

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