Every winning product earns these two things

Every winning product earns two things: the consumer’s heart and their head.

Description

To win at the shelf, you have to win both the head and the heart. The head is rational. It’s slower, analytical, and driven by category purchase drivers, price, claims, ingredients, and performance. This is where positioning does the heavy lifting. Clear benefits. Logical reasons to believe. Proof that the product will do what it promises.

But logic alone doesn’t close the sale.

The heart moves faster. It’s instinctive. Its color, form, appetite appeal, tone, and emotional resonance. It’s what makes someone reach before they fully process why.

At SmashBrand, positioning and packaging are built to work together. The strategy defines what must be communicated to satisfy the rational brain. The packaging translates that into a visual system that triggers desire in seconds.

If you only win the head, you get consideration.

If you only win the heart, you get attention.

When you win both, you get conversion.

Video Transcript

00:00:00 So the way we think about it at Smash
00:00:02 Brand in terms of sort of the the
00:00:03 positioning and then the packaging is,
00:00:06 you know, to get a consumer to buy your
00:00:07 product, you have to win their head and
00:00:09 their heart. That's not a new concept,
00:00:11 but it's very true. We're all human.
00:00:13 This is how we think. Winning the head
00:00:15 is a very rational side. You're doing
00:00:18 logics and facts. It's system two
00:00:20 thinking. It's a little slower. And
00:00:22 that's the thing usually what wins
00:00:24 people over is really winning category
00:00:26 purchase drivers.

Packaging design case studies: Tree Top boosted parent trust and kid appeal with new packaging.

Mary Marnell Director of Content & Marketing

13 Articles

A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.

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