REAL Insight

Our first entry on the Navigational Hierarchy talked about Shape and how shoppers use it to identify categories and individual brands. Following Shape, Color is a powerful element that can cue brands or a category. Capable of triggering persuasive subconscious reactions in shoppers, it is the most emotive of the visual cues. Color can even set expectations for taste, quality, or main benefits....

Navigational Hierarchy - The Power of Color - REAL Insight, Inc Packaging color is a powerful element that can cue brands or a category as well as establish expectations for the benefits of a product.

Store environments are overwhelmingly stimulating for the human brain. In order to manage the thousands of products available for purchase, the brain employs what we call the Navigational Hierarchy—a filtering sequence to narrow the search for the sought-after product. Our brain unconsciously cycles through the elements that distinguish products from each other, beginning broadly with package shape and then homing in on color, followed by key visuals, and finally, words. ...

Navigational Hierarchy - Get into Shape - REAL Insight, Inc Store environments are overwhelmingly stimulating for the human brain. In order to manage the thousands of products available for purchase, the brain employs what we call the Navigational Hierarchy—a filtering sequence to narrow the search for the sought-after product. Our brain unconsciously cycl...