1- The eye can only recognize a small portion of the package in high resolution at one time. Once the eye scans it creates the full picture in your brain. Use this in your favor, group information into clusters and space out the clusters so that the space between them is larger as the importance of the message grows.
2- Ensure that the content and value proposition of the package can be clearly deciphered in under 5 seconds. On average consumers do not spend more time than 6 seconds scanning a label.
3- When deciding between versions of packaging analyze them in context. Where will they be sold, who will they be sold next to? The brain is wired to detect contrast so packaging that looks like everybody else will blend into the background.
4- Consistency in messaging is key especially across different mediums of communication. When designing packaging consider the key messages and visuals that will be used to promote the product. Maintain the centrality of the messaging and stay visually and linguistically consistent across all platforms.
5- Invest in quality materials and design. The brain perceives quality before processing any copy; once the brain determines that the product is of undesirable quality or value there is no amount of copy that can change the perception.
6- Over 50% of purchase decisions are made on shelf. Make your primary claims the most attractive at store level and your secondary claims those that the user can learn outside of the store.
7- The brain scans a package in the direction it is used to reading. For example, in English we read from left to right. Thus the triangle created from starting in the top left of the package and moving to the bottom right of the package, is the most valuable real estate.
8- The brain associates colors with contexts not concepts. Red does not always mean stop or danger, in the right context it can also cue love, heat, power and even money. Use colors to create contextual meaning.
9- The brain processes emotion before reason. Understand what emotions the consumer needs to experience, and cue their senses, to attract them to the product, then reason (copy) why this is better within the context of those emotions.
10- The brain can make a closer association with images than words; visually convey the benefits of the product.