The River Iced Tea sold out across Germany within hours. Punica is disappearing from shelves again. What decides whether retro marketing really works — and when nostalgia as a strategy reaches its limits.
At the point of sale, our brain decides in split seconds. The most successful packaging isn't the loudest — it's the one that's understood the fastest. What psychology and packaging design have in common.
Packaging design is much more than just aesthetics—it is closely linked to psychology, emotions, and how our brains work. Brands therefore use certain design codes – or deliberately break with them. Because if everyone uses the same design codes, no one stands out anymore. These packaging irritations (or “chaos packaging”) attract attention, but are not recommended for all brands – and can even be dangerous...
