In this lesson, students will learn the 3 second rule that they can use to determine which breakfast aisle to choose.
A woman is shopping down the cereal isle. Dozen boxes are scanned by their eyes. They select one in around 3 seconds. That quick look is the key to determining the brand that wins. It’s the 3 second rule.
Your box doesn’t receive a long look. It gets a blink. And the front needs to win in that little time! It does not go through the 3-second test if it fails it, it’s out of the sale. Let’s learn how to get it!
What is the 3-second rule?
The 3-second rule is very simple. People rush over the shelf. They don’t read all boxes. They look, rate and scoop. The entire process only takes a few seconds.
This means your box has little time left. It can’t “explain itself slowly. It has to get to the point in just one glance. Brands that see this, win the aisle.
Why 3 seconds is All You Get?
The breakfast aisle is jam-packed. There are countless boxes, rows and rows. They all call out to the same eyes. No consumer can be an expert on all of them.
Thus, the brain short-circuits. Scans for a box that stands out quickest. The remainder of the world fades into a distant memory. If the box does not ‘pop’, it is skipped. That’s why it’s only three seconds! It is not a case of being lazy. The brain simply saves its time and energy. It’s your responsibility to make it quick and easy.
Play with a clear objective
An eye needs a place to rest. A box with a single strong focus point is the winner. If there are 10 parts to a box, and they compete against each other, the box loses. The eye slows down as it is burdened with clutter.
Choose 1 hero to use in the front:
- A bold brand name
- A friendly mascot
- A delicious product photograph.A yummy product photo.
Highlight that particular point. Let everything else support it. A clear focal point passes the three-second test easily.
Lay the Name Readable From Feet Away on the floor.Place the Name Readable From Feet Away on the floor.
A shopper is reading your box from a couple of feet away. So the brand name needs to be prominent and catchy. The text is small and thin and disappears on the busy shelf. The larger and easier to read the text is, the better.
Don’t use fancy or decorative fonts. Maintain a good contrast between text and background. If a customer can read it at a glance, you’re going in the right direction. If they strain to see, you’ve lost them.
Contrast to stand out is a great way to use contrast to your advantage.
The key to a packed aisle is contrast. Your box should be different from the surrounding boxes. If all boxes are red a blue one springs. A clean one will stand out if everyone is busy.
It’s in this area that custom cereal boxes are most useful. There is a wide range of colour combinations and designs to choose from, all of which are designed to be distinct and striking. Learning the shelf and designing to pass it. Contrast is a way to make a look a grab.
Display the contents of the baggy with ease.
The consumer wants to be knowledgeable of the product. So show it fast. It is helpful to have a clear view of the food item. It communicates to the eye in an instant “this is tasty.
Avoid cluttering the space behind the product. Make bright, fresh and clear. The 3-second test is the ultimate test for a good food shot. People purchase based on appearances of food. If it’s not a product that catches their interest, they will not seize it. Let the food be the star of the show, then!
Keep It Simple
Now the golden rule. Simple trims busy all the time. Clean Box reads fast. The higher the crowd in the box, the slower the box reads. Slow is lost in 3 seconds.
Trim off all that isn’t helpful. Fewer words. One clear image. Bold colors. There is a lot of clean area. The eye is immediately attracted to your message in the simple front.
Spend some time designing the 3-Second Test.
Smart brands think like a designer. They’re not only a pretty box! They can create a winning quick-win box. With custom cereal boxes, they can form every aspect for that purpose.
Describe the design that you will focus on these wins:
- The focal point is strong.
- An easily recognizable trademarks
- In the absence of opposition, a strong contrast with others.
- This is a delicious and colorful food shot.
- Clean, simple space
If all five line up, your box pops in a flash! It’s a 3 second victory.
Test It Yourself
There’s a handy tip to check your box. This is known as the “glance test.This is referred to as the “glance test. Take just 3 seconds to observe your design. Then look away.
Next, ask yourself the following questions:
- What was your initial impression?
- Could you read the brand name?
- Was it more memorable than others?
If the answers are week, repair the front. Continue testing until the box is the Glance winner. This easy test will help prevent you from creating a weak design.
How to Pass the Test
Desire a box that captures all of the eyes? Follow these steps:
- Make one distinct focal point in the front.
- Ensure the brand name is bold and easily readable.
- Make strong contrasts to pop off the shelf.
- Take a big, colourful and flavourful photo of the food.
- Declutter and maintain a lot of clean space.
- Create personalized cereal boxes that are sure to catch the eye.
There is nothing more helpful than a good packaging maker who can help you nail each step. They understand how to make a box ‘pop’ in a crowded aisle.
The Bottom Line
The breakfast aisle is worth a look. The race is only 3 seconds long! In that split-second, your box needs to be the winner; otherwise, it doesn’t sell.
The path to victory is straight. One focal point. A good name that’s easy to read. Strong contrast. A tasty food shot. And simplicity and clean space. They all cause your box to bulge quickly.
So, put those plans aside to have a long look. Design for Instant View. If you pass the 3 second test, you get the aisle in your box. You are NOT selling cereal. Running around each one box for one look. The simplest front, the boldest front almost always wins the prize. It’s the gentle secret of all breakfast-aisle victories: played out in three seconds.
