Using Science to create more effective designs

Refine and develop the most effective marketing communication. Incorporate proven mind-science into creative designs. Provide a more objective and scientific creative sign-off process.

There's been a lot in the media said about the new design of Unilever's Jif Packaging. So we decided to put both designs through our Psychological & Behavioural Science Effectiveness?engine. This proven tool delivers an in-depth analysis of shopper marketing and communications initiatives, including packaging. In this exercise, each of the 2 Unilever packs was analysed across 15 different Behavioural Science related sub-topics.

1. See: How psychologically attention grabbing is each design.
2. Appeal: How psychologically pleasurable & non-threatening is each design.
3. Engage: How easy is it to mentally process each design overall.
4. Buy: How well does each design communicate psychological need being met.
5. System 1: How intuitively does each design communicate.
6. System 2: How effectively does each design communicate rational information.
7. Emotion: How well does each design emotionally connect & communicate.
8. Layout: Does the layout of each design help or hinder from a psychological perspective.
9. Price: How psychologically effective is the way the price is communicated.
10. Promotion: How psychologically effective is the way the promotion is communicated.
11. Colours: How psychologically effective are the colours used in each design.
12. Imagery: How psychologically effective & relevant are any images in each design.
13. Copy: How easy is it to mentally process the copy used in each design.
14. Numbers: How psychologically effective is the way the any numbers are used.
15. Fonts: How easy is it to mentally understand each design based on fonts used.

Here are the results:

Would your brand benefit from an Evidence backed Psychological & Behavioural Science Effectiveness analysis document providing you with emphatic key recommendations?

• This major but essential exercise provides comprehensive direction & guidance.
• The entire audit can be conducted in just a few days.
• Each aspect of each design submitted will be individually cross-referenced with our master set of 1,500+ specific behavioural science insights.
• The results are then analysed to isolate psychological cause & effect correlations.
• These correlations will then be the basis for the master analysis which can be presented back, either remotely or face to face.

Reach out if you'd like more details.