DS: If you spend time in scientific literature and understand how the mind processes choice, you quickly find out that about 20 percent of the way we choose is rational-80 percent of how we decide is driven by the nonconscious. Neuroscience [gets at that 80 percent and] is a profound change in how the world practices marketing.
DS: Like anything … clients are all over the spectrum; there are the early adopters and there are the very late laggard followers.
DS: Around the world, we find agencies who say that so many great creative ideas have been left on cutting room floor because they don’t pass traditional testing. But design people realize we’re testing for emotion, and it’s quantitative [research]. And suddenly it becomes, ‘I love you guys. You can’t argue with the data.’
DS: Everything from color to images to shape geometry to lettering has an impact on how we interpret things nonconsciously. But we talk about the meaning that’s being made by the package apart from what it says. If you’re managing a brand, you’re in the biz of making meaning, otherwise you’re a commodity.
DS: You have the ability to communicate when you’re not slapping your logo over everything-you’re in an interaction now. And we see there’s a difference in how people choose; we process information differently when we don’t see the logo first. Maybe we see the content first and the logo later, or not at all.
DS: The way I look at it…a brand has bought, owned and earned media. Advertising is bought media. Social media is earned media. And packaging is the owned media. The minute you start understanding [packaging] is media, you have a different headset.