I’ve got a multi-million dollar secret: it’s plain, it’s white, and it’s a box.
Have you ever noticed how ridiculously simple Apple’s packaging is? There’s a science to this simplicity, and it’s making them a fortune. Today, I’m going to show you how you can use the same secret to charge 24% more starting today.
The Science Behind Simplicity
Forget gut feelings—we’re talking about science. There’s fresh research from three major business schools, including the University of Georgia, that just cracked the code for packaging. They tested over 1,300 product packages – snacks, lotion, chocolate, you name it. What they found is that simpler packaging (but only if done right!) leads to consumers paying 24.6% more for snacks, 15.6% more for hand lotion, and 9.6% more for chocolate. And it goes on.
Why Does Simple Win?
Your brain judges products instantly based on how they look. Simple designs translate to things like fewer ingredients or ease of use in the customer’s mind. A cluttered label might scream “processed” or “artificial.” Simple means pure, and pure often equals premium in the mind of the customer. But hold on, there’s a catch – this can backfire with certain products.
Step-by-Step Guide to Simplifying Your Packaging
Step 1: Audit Your Current Design
First, audit your current design. You want to look at every design element, count them up, check for symmetry, and look at the white space. Here’s a trick: use AI models like ChatGPT to analyze images of your product packaging and compare them for simplicity and minimalism. Even if you’re not a designer, you can ask AI to act like an expert and give you ideas.
Step 2: Don’t Repackage Everything Right Now
If you’ve identified changes to simplify, don’t do a full redesign yet. Instead, create mockups and test audience reactions online. I’ve done this dozens of times, and it’s always been eye-opening. I even did it to test different covers for my book to find one that pops on the shelf.
Step 3: Measure the Impact
Once you’ve got a winner in testing, it’s time to roll it out. Run a real-world test to see how the newly designed units sell compared to the original design. You didn’t just guess; you used a design validated by scientific testing.
The Insider Secret
Here’s the insider secret: there’s one situation where simplicity will backfire. If you sell indulgences that are sold in person or on store shelves, like chocolate or ultra high-end watches, a complex design actually helps you. It signals richness and extravagance. So, if you’re in a super ultra-premium market, consider going in the opposite direction.
Using this method can help you test your new design effectively. Now, are you tired of guessing on how to scale your business? Check out my Scale with Science Mini-Masterclass for more insights.