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Zero Friction Branding specializes in brand coherent naming, packaging and advertising. For packages, this means creating a visually compelling design that instantly captures the attention of consumers in the targeted demographic or psychographic.
An obvious—but often ignored—truth is that consumers never simply buy a product. First, they must find it on the shelf; next, they must pick it up; then, based on the designs, illustrations, names and copy, they draw conclusions about it. Finally, if they haven’t yet lost interest, they buy it. To overcome these obstacles, packages must minimize or eliminate friction, by which we mean all distractions that would cause a consumer to lose interest and not buy (e.g., look at another product, become disenchanted with the current product, walk away, get engaged in conversation).
The name Zero Friction Branding emphasizes our view that eliminating friction—in visuals and in words—is the key to great branding and package design. The following summarizes our methodology:1. Before the consumer decides to buy, he or she must see the product and decide to pick it up. Therefore, we first create a brand-coherent package shape, structure and design that immediately stands out from everything else on the shelf. After all, if the consumer doesn’t see the product, he or she will never get to steps 2 and 3 below.
2. Once the consumer is looking at the product, the first thing he or she will notice is the name and description or tagline. Both must be visually arresting, brand coherent, psychologically evocative and highly memorable. (Note that generic names don’t work because they are incapable of being psychologically evocative or memorable.)
3. At this point, many of the consumers we have targeted will have decided to buy. But a reasonably large minority will still want to know more. That’s where compelling copy comes in. Our third step, therefore, is to provide the knowledge-hungry consumer with precisely the information that will lead him or her to conclude: “Yes, this product is especially for me.”
Contact Us Santa Cruz Office
Clay Butler | Design Czar
San Francisco Office
Steven Mason | Strategy Czar
Monera Mason | Idea Czar