Using body language, people can express themselves in a variety of ways without saying a word. Likewise, packaging offers its own form of “body language” to attract shoppers upon first glance. New York-based 4sight Inc. refers to this as “form language.”
“With a proliferation of new brands and products, the beverage category has become even more competitive,” says Stuart Leslie, president of 4sight Inc., New York. “Information overload in the retail environment (in the aisle or behind the cooler door) makes it even harder for consumers to really read or understand text or graphic promises. Therefore, the design of the packaging structure becomes the first line of communication. It speaks to the consumer in a language that is intuitively and emotionally understood.”