{"time":1726261505180,"blocks":[{"id":"e1K0NLsz-F","type":"image","data":{"caption":"Photo by Kenny Eliason on Unsplash","withBorder":false,"withBackground":false,"stretched":false,"file":{"url":"https://amaka-s3-bucket-prod.s3.us-east-1.amazonaws.com/kenny_eliason_Svh_XD_3k_PSTY_unsplash_1_9633713398.jpg"}}},{"id":"rF8sDaShn_","type":"paragraph","data":{"text":"-"}},{"id":"uWlM3X4tbZ","type":"paragraph","data":{"text":"Recently, I came across a brief where the client emphasized that the packaging design of their product needed to have \"stopping power\". This got me thinking, \"What does stopping power mean in today’s world of e-commerce and physical retail, where consumers are spoilt for choice? As a designer, what do I need to consider, or what key insights should the client provide, to ensure that the packaging makes people stop, scope, and cop? (Pause! did I just coin a new design catchphrase? Someone get me my agent, stat!)."}},{"id":"Ghx5fp2Kzv","type":"paragraph","data":{"text":"First impressions are everything, and packaging/visuals is often the first interaction a brand has with its customers. A striking visual identity can be the deciding factor between a consumer choosing your product or a competitor’s. Stopping power increases brand recall and cuts across all creative industries, be it fashion, digital design, packaging design"}},{"id":"JYhZ1dY0nU","type":"quote","data":{"text":"Stop, Scope and Cop!","caption":"- Laura. O (creating catchphrases since '96. DM for rates. serious people only)","alignment":"left"}},{"id":"M5QXhNjJ5X","type":"paragraph","data":{"text":"-"}},{"id":"3M9OdROgdP","type":"paragraph","data":{"text":"So, what gives a product stopping power? The most obvious answer is a bold and unique design. Vibrant colors, unconventional shapes, and intriguing textures. However, I believe it goes deeper than that and depends heavily on the target market. While there's a growing trend toward out-of-the-box designs, it’s crucial to consider the specific sector the product falls under and the mindset of its consumers. What works in one sector might fall flat in another, so aligning design choices with cultural context and consumer preferences is key."}},{"id":"J1ukkvZpQA","type":"image","data":{"caption":"I am consistently impressed by Kenyan Originals’ branding. It perfectly aligns with their mission of producing genuinely authentic African craft beverages. Their products always capture attention on the shelves, and their online visual branding is a true delight. For a closer look, you can visit their website at kenyanoriginals.co.ke.","withBorder":false,"withBackground":false,"stretched":false,"file":{"url":"https://amaka-s3-bucket-prod.s3.us-east-1.amazonaws.com/Kenyan_Originals_5dfed0bea0.JPG"}}},{"id":"WXM_7Dc5px","type":"paragraph","data":{"text":"-"}},{"id":"G46fJY94JL","type":"paragraph","data":{"text":"Strong brand identity also plays a crucial role here. Packaging often forms an integral part of brand identity design, so it’s essential for designers to grasp the brand’s messaging, tone, and overall vibe to create a visually compelling product. Likewise, clients need to communicate their vision as clearly as possible to avoid a potential “World War III” level of email exchange."}},{"id":"kLGl5PzqVs","type":"image","data":{"caption":"Epara is a bespoke skincare brand that harnesses the power of African botanicals, combining innovative, science-driven formulations to deliver luxury products. The essence of luxury, earthiness, and quality is beautifully reflected in their packaging, perfectly suited to their niche market.","withBorder":false,"withBackground":false,"stretched":false,"file":{"url":"https://amaka-s3-bucket-prod.s3.us-east-1.amazonaws.com/Epara_Skincare_76be1889d2.webp"}}},{"id":"MjInT45ICW","type":"paragraph","data":{"text":"-"}},{"id":"RWsy9we9uE","type":"paragraph","data":{"text":"Lastly, and my personal favorite, is storytelling. I always strive to incorporate storytelling into my work because people tend to remember a compelling story, no matter how short, much better than just attractive visuals or packaging. Packaging that weaves a brand’s story or evokes a specific emotion through its design is, in my opinion, crucial in today’s design landscape in order to drive sales."}},{"id":"AXLRNnA6v7","type":"paragraph","data":{"text":"-"}},{"id":"URoUzJjVDo","type":"paragraph","data":{"text":"Below is a personal branding project I worked on some time back. The brief was to design packaging for a skincare brand with three distinct product tiers, each tailored to different age groups and product intensities. For instance, the ingredients vary between those for teenagers and those for customers in their 30s. My primary focus was on color selection, ensuring the palette was both inviting and inclusive across all three tiers. I also aimed to convey an \"easy, smooth\" vibe through the typography. I do think this design would definitely stand out on a shelf full of competing products and I would definitely stop, scope, and cop! (Aha! See what I did there wink)."}},{"id":"y5y50NRHB2","type":"image","data":{"caption":"","withBorder":false,"withBackground":false,"stretched":false,"file":{"url":"https://amaka-s3-bucket-prod.s3.us-east-1.amazonaws.com/Easy_smooth_1_7509cb75a3.jpg"}}},{"id":"EcOpohZZ9K","type":"image","data":{"caption":"","withBorder":false,"withBackground":false,"stretched":false,"file":{"url":"https://amaka-s3-bucket-prod.s3.us-east-1.amazonaws.com/Easy_Smooth_6_1b1fac25bf.jpg"}}},{"id":"X381YRUAau","type":"image","data":{"caption":"","withBorder":false,"withBackground":false,"stretched":false,"file":{"url":"https://amaka-s3-bucket-prod.s3.us-east-1.amazonaws.com/Easy_Smooth_8_e2c25759be.jpg"}}},{"id":"LTuaNkiuSq","type":"paragraph","data":{"text":"-"}},{"id":"Ej-e164T81","type":"paragraph","data":{"text":"Ultimately, stopping power in packaging and visual design is more than just a fleeting moment of attention. It’s about creating a lasting impression that resonates with consumers on a deeper level. Sure, bold colors and clever designs can turn heads, but true stopping power is a blend of visual impact, storytelling, emotional connection and brand authenticity. It’s the art of making people pause, feel something, and remember your product long after they’ve left the store, with or without it, but preferably with it. As trends shift and consumer expectations evolve, the challenge for brands and designers isn’t just to grab attention, it’s to keep it."}},{"id":"B5R1EwQTB4","type":"paragraph","data":{"text":"If you have any thoughts or comments do share them with me. Also do tell me what you think of my design. If you like it, we're now officially besties! If you don't, I will find you and I will st.... (this user has temporarily been logged out for a mental and emotional check. She is currently outside, practicing demureness. Please do like and subscribe to her content. She shall be back with another article soon. Regards, the gen-z intern)."}}],"version":"2.30.5"}