Laying the Foundation: The 4S Framework
1. Be Seen – Did the consumer see it? (Drive breakthrough and get noticed)
2. Be Shoppable – Did the consumer find what they wanted? (Minimize friction and promote easy product selection)
3. Be Seductive – Did the pack communicate? (Convey a clear, compelling benefit that inspires action through strong emotions)
4. Be Selected – Did the shopper put it in their cart? (Measure behavioral impact on driving sales)
At the heart of Decision Precision intelligence, our framework emphasizes visibility, shoppability, emotional resonance, and final selection as the four key pillars of impactful packaging. During the session, we explored how brands can leverage insights derived from this framework to sharpen their packaging strategies, design winning packaging and ultimately boost sales.
Matt highlighted some key striking statistics that reinforce the importance of packaging in the consumer decision-making process:
Products that stand out on shelf are, on average, 5x more likely to be purchased than those that blend in.
Brands ranking high in sales have seductive appeal that is 5-15% greater than average seductive performance.
Gaps exist across categories when comparing the imagery that packages most commonly elicit to the imagery that most frequently drives purchasing decisions – revealing potential opportunities for brands.
Using real-world examples, we demonstrated how brands across different industries are applying our 4S principles to elevate their packaging effectiveness. With this compelling foundation set, we transitioned into deep-dive conversations with category experts, each offering unique perspectives and success stories from their industries.
Crafting Visibility & Emotion in Alcohol
Candace emphasized the critical role of brand blocking in capturing consumer attention, highlighting the importance of consistent label design, strong color contrast, and strategic shelf placement. She explained that successful brands create visual bullseyes through recognizable and prominently centralized elements, like distinctive images, icons, or bold typography, making it easier for consumers to quickly locate and choose their preferred products. She also pointed out that bottle shape and liquid color can serve as key differentiators, particularly in clear bottles where the liquid itself enhances shelf presence. In categories like spirits, unique structural elements and consistent branding across flavors strengthen brand identity and improve shoppability.
The Art of Indulgence in Premium Chocolate
In our next session, Gina Boyd from Mondelēz joined Behaviorally’s Ian Donahue to discuss how packaging influences perceived indulgence and premium value in the chocolate segment.
Key takeaways included:
Luxury cues matter: Gold embossing, rich colors, and tactile elements signal high-end value.
Segment-specific strategies: Traditional premium chocolates focus on elegance, while better-for-you brands use minimalist, sustainable materials.
Emotional storytelling: Packaging isn’t just about aesthetics – it’s a brand’s first impression and a key driver of consumer expectations.
Furthermore, the discussion touched on gifting and seasonal opportunities, with premium chocolates often leveraging special edition designs, elegant gift boxes, and high-quality ribbons to appeal to consumers seeking a luxurious treat for special occasions.
Innovation & Instant Recognition in Beverages
Kevin highlighted PepsiCo’s recent brand refresh for Pepsi and Mountain Dew, which leverages:
Bold logos and color contrast for instant recognition.
Sensory cues, like the cracked can image, to evoke refreshment appeal.
Limited-time offers (LTOs) to spark trial and engagement.
PepsiCo’s design strategy emphasizes strong brand blocking and visual hierarchy to ensure standout presence on crowded shelves. Kevin discussed how Pepsi’s refreshed identity draws on “Nowstalgia” – a blend of nostalgia and modern appeal – helping the brand resonate with both long-time loyalists and a new generation of consumers. By maintaining consistent brand cues across product lines while embracing fresh design elements, PepsiCo balances heritage with contemporary trends.
Final Thoughts & What’s Next
unPACKED LIVE reinforced that effective packaging must go beyond aesthetics – it must be visible, emotionally compelling, and clear in its messaging. As brands continue to navigate competitive retail environments, these insights will be essential in shaping future packaging strategies.
Our unPACKED reports are now available for spirits, chocolates, yogurts, hair care, and beverages, with insights on salty snacks, oral care, and more coming soon over the next several months.
For those who couldn’t attend live or want to revisit the discussions, the full recording is available now.
I also encourage you to download our collection of unPACKED reports and contact us today to schedule a deeper dive session within any given category tailored to your business.
THE AUTHOR