An innovative new salad product was hitting the shelves and needed a fresh pack design to communicate both the nutritional benefits of the product, and the innovative and convenient preparation instructions to consumers. The client wanted to evaluate a range of potential color options, 2 pack prototypes, and 10 potential tagline options to create the most compelling pack offering.

• Colors trigger our attention, memory, and emotions more than any other design feature. Different colors, even subtle hue variations, can elicit different feelings and even drive different associations with senses such as taste. Verdun Green color best communicates desired attributes "Healthy" and "Smart Food," while Metallic Gold was most closely associated with "Artificial," a negative association that should be avoided.
• Good pack designs need to grab our attention and quickly communicate the right feelings and associations. Design layout can determine how effective the overall pack or individual elements are. Overall, the Green Pack prototype was more successful than White Pack at evoking desired attributes like "Vegetable," "Healthy," "Fresh," and "Natural."
• Taglines form deep memory connections to products and brands and help drive purchase. "The six second salad" tagline is most closely associated with "I want" and "I believe" attributes.  Alliteration and using the power of 3 generally works well from a neuro perspective to spike consumer interest. "Healthier Mood Food" performs the weakest on desired associations, potentially because the concept is itself unfamiliar and hence lacks cognitive fluency.