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112: Terri Goldstein, The Science of Package Design
You have 5 seconds to win the customer in a retail setting. How
can you use neuroscience and smart package design to jumpstart the
customer experience?
The science of package design
Marketing your brand in a retail setting today is more
competitive than ever. The decision to buy is now based on much
more than just quality and pricing.
Brand packaging, as our guest Terri Goldstein explains, used to
be an afterthought- often left in the hands of the ones printing
the labels. Today, executives understand they have five seconds to
win the customer over many other brand choices. Savvy marketers are
using neuroscience to tap into customer emotions and influence
choices.
Smart package design is much more than just making the product
stand out. Brands need to consider whom they are reaching out to.
How do those customers want to feel? How will they use the product
beyond its intended use, or as an expression of their own tastes
and values?
Package designers like Terri use a visual vocabulary based on
neuroscience to create packages that call to us at the store. These
designs connect with us on a subconscious level so we want to bring
them home, live with them, and be seen with them.
So how can you create packaging that speaks to your
customers?
Terri shares some standout examples of highly successful package
designs, and how they create connections strong enough to negate
pricing preferences and break old habits.
About our guest
Terri Goldstein is the CEO and founder of The Goldstein Group.
At The Goldstein Group, Terri and her veteran team of writers,
structural engineers, graphic designers, and production specialists
generate iconic package designs that truly make a difference to
trade, consumers and the clients that she serves. Under Terri’s
direction, The Goldstein Group has created brand imagery systems
for: Aqua Net, Bayer Aspirin, Cutex, Rolaids, Allegra, Nasacort,
Phillips’ Colon Health, Carmex, Selsun Blue, Panasonic Women’s
Shavers, Balmex, Gentle Naturals, Little Remedies, Cortizone •10,
Heinz Brands, Gulden’s, PAM, Hills Bros., IcyHot, MoonPie, and
One-A-Day to name a few. TGG is also active in the global arena
with USP/Pharmacia in Poland, APR Research in Italy and HRA Pharma
in France.
Connect with Terri
Related Content
5 Key Questions for Designing Your Ideal Customer
Experience
Tell Marketing: The Customer Experience Begins with
Them
Brian Solis, Where Experience Meets Design
Justin Zacks, Design Thinking at Citrix
Sponsor message:
Give your team the customer service training they
deserve
Want to bring
game-changing customer service training to your team? CTS Service
Solutions offers a half-day in-person workshop designed to motivate
and educate your customer-facing team members. Using energy,
excitement, and interaction, our workshop helps frontline teams
embrace a customer-centric outlook, then — using the principles
from our book Be Your Customer’s Hero — gives them the skills and
confidence they need to handle any service interaction. Don’t leave
your frontline team hanging… Give them the training they deserve.
Learn more at customerheroworkshop.com.
Take care of yourself and take
care of your customers.
Learn more about your ad choices. Visit megaphone.fm/adchoices
View all episodes
By Adam and Jeannie
5
3838 ratings
You have 5 seconds to win the customer in a retail setting. How
can you use neuroscience and smart package design to jumpstart the
customer experience?
The science of package design
Marketing your brand in a retail setting today is more
competitive than ever. The decision to buy is now based on much
more than just quality and pricing.
Brand packaging, as our guest Terri Goldstein explains, used to
be an afterthought- often left in the hands of the ones printing
the labels. Today, executives understand they have five seconds to
win the customer over many other brand choices. Savvy marketers are
using neuroscience to tap into customer emotions and influence
choices.
Smart package design is much more than just making the product
stand out. Brands need to consider whom they are reaching out to.
How do those customers want to feel? How will they use the product
beyond its intended use, or as an expression of their own tastes
and values?
Package designers like Terri use a visual vocabulary based on
neuroscience to create packages that call to us at the store. These
designs connect with us on a subconscious level so we want to bring
them home, live with them, and be seen with them.
So how can you create packaging that speaks to your
customers?
Terri shares some standout examples of highly successful package
designs, and how they create connections strong enough to negate
pricing preferences and break old habits.
About our guest
Terri Goldstein is the CEO and founder of The Goldstein Group.
At The Goldstein Group, Terri and her veteran team of writers,
structural engineers, graphic designers, and production specialists
generate iconic package designs that truly make a difference to
trade, consumers and the clients that she serves. Under Terri’s
direction, The Goldstein Group has created brand imagery systems
for: Aqua Net, Bayer Aspirin, Cutex, Rolaids, Allegra, Nasacort,
Phillips’ Colon Health, Carmex, Selsun Blue, Panasonic Women’s
Shavers, Balmex, Gentle Naturals, Little Remedies, Cortizone •10,
Heinz Brands, Gulden’s, PAM, Hills Bros., IcyHot, MoonPie, and
One-A-Day to name a few. TGG is also active in the global arena
with USP/Pharmacia in Poland, APR Research in Italy and HRA Pharma
in France.
Connect with Terri
Related Content
5 Key Questions for Designing Your Ideal Customer
Experience
Tell Marketing: The Customer Experience Begins with
Them
Brian Solis, Where Experience Meets Design
Justin Zacks, Design Thinking at Citrix
Sponsor message:
Give your team the customer service training they
deserve
Want to bring
game-changing customer service training to your team? CTS Service
Solutions offers a half-day in-person workshop designed to motivate
and educate your customer-facing team members. Using energy,
excitement, and interaction, our workshop helps frontline teams
embrace a customer-centric outlook, then — using the principles
from our book Be Your Customer’s Hero — gives them the skills and
confidence they need to handle any service interaction. Don’t leave
your frontline team hanging… Give them the training they deserve.
Learn more at customerheroworkshop.com.
Take care of yourself and take
care of your customers.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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