The 5 psychic elements of branding and packaging design we can learn from GOOGLE Teams. In a recent blog post put out by Peter Diamandis, the founder and chairman of the X Prize Foundation, Peter discusses the top 5 key psychic elements that Google applies to their team creation and what we can learn from them. 1.Psychological safety 2.Dependability 3. Structure and clarity 4. Meaning 5. Impact See how we can apply these 5 influencers to packaging design to "crush it on-shelf."

1. jamandco.com.au
What Google teams can teach us
about building brands & influencing
packaging design

2. The 5 psychic elements of branding and
packaging design we can learn from
GOOGLE Teams.

3. Peter Diamandis,
the founder &
chairman of the X
Prize Foundation
discusses the top
5 key psychic
elements that
Google applies to
their team creation
and what we can
learn from them.
© Jam&Co Design 2017 |

4. 5 key psychic
elements of Google
Teams:
1. Psychological safety
2. Dependability
3. Structure and clarity
4.Meaning
5. Impact
© Jam&Co Design 2017 | jamandco.com.au

5. Lets look at each of
these 5 elements
and how they
apply to
effective branding
and packaging
design so you can
“crush it” on the
retail shelf.
© Jam&Co Design 2017 |

6. To slice through the noise on shelf
means you must first nail-down your
brand essence.

7. Companies that are
“crushing it on shelf” don’t
just have, great products,
great technology and great
marketing….

8. The most successful products on-
shelf connect emotionally
with their target audience.

9. Today, a clear brand essence
is essential if you want excite
the heart of your category on-
shelf

10. A clear brand essence is
essential to ensure
emotional connection
with your target
audience.

11. Your brand
essence allows you
to capture and
communicate both
the narrative and
the conceptual
subtleties of your
brand to your
market audience.
© Jam&Co Design 2017 | jamandco.com.au

12. Your brand essence is the emotional heart
of your brand/product.

13. The top 5 psychic messages
your brand essence must stand
for.

14. 1. Psychological safety:
The consumer’s perception of the
consequences of taking a risk on your
product on shelf.

15. In the face of being seen by
others as…
ignorant, extravagant, non-
conforming, unconsidered
and impulsive…

16. Does your product branding &
packaging provide your targeted
consumer with psychological safety?

17. Does your product
branding and
packaging
allow your audience to
feel safe enough to risk
buying outside of their
habitual purchasing
patterns?

18. Your clear brand essence will send a
strong message.
A message that creates a strong feeling of
confidence ensuring your targeted
consumer won’t be embarrassed,
chastised or dismissed by others.

19. Your brand essence must express that the
consumer is in the safe zone for risk-
taking.

20. 2. Dependability
Dependability means trusting the promise
of your brand.

21. Dependability says your product has the
ability to do its job when required and for
the duration your customer wanted…
problem free.

22. Can your target consumer rely on your
product when they need it to perform its
intended task?

23. Dependability of your brand must signify
reliability, easy maintenance and
maintenance support.

24. 3. Structure and clarity
Consumers will judge your book by its
cover. Attributes like functionality, shape,
graphical hierarchy and engaging design
all have the ability to make a package
design appear more desirable than its
competitors on shelf.

25. Structure, otherwise known as form and
function of packaging really matters to
consumers.

26. Unique forms of packaging attract and
appeal to the eye of the consumer.
Today’s consumers desire packaging that
are more adapted to their needs than ever
before.

27. Consumers want packaging that protects from
breaking, spilling (74%) or spoiling(72%).

28. Overwhelming research
tells us that today’s
consumers are
overwhelmed with
choice.
To accommodate for this,
effective packaging
designs must boil down
and simplify to the core
essence of the brand or
product.
© Jam&Co Design 2017 | jamandco.com.au

29. Effective designs
are distilled down to a:
 clear and digestible
message.
 distinctive forms.
 clean and coherent
story.
© Jam&Co Design 2017 | jamandco.com.au

30. These are what makes your brand
stand out surrounded from a
mountain of choices.

31. 4. Meaning:
Brand essence is an emotion and is not
tangible. How does your brand connect
emotionally with your customers?

32. Your brand essence is:
An intersection of your brand promise of
specific values and benefits all of which
create meaning and relevance to your
targeted audience.

33. Jeff Bezos - Amazon
“Your brand is
what people
say about you
when you
aren’t in the
room.”

34. What’s the one thing your targeted
consumer can say about your brand that
is most compelling ?
What individualizes it apart from all
others on the shelf?

35. What is the true meaning of your
brand?
Most brand marketers are unclear as to
their brand essence.
They are unable to articulate it easily.

36. Can you?

37. 5. Impact:
People don’t buy what they need...
they buy what they want.

38. Needs are driven by logic whilst
wants are driven from the interplay
of
the six buying decision emotions.

39. The 6 buying decision emotions:
1. Greed (reward)
2. Fear (risk aversion)
3. Altruism (environmental
impact)
4. Envy(social
comparison/competition)
5. Pride (ego focused
ownership)
6. Shame (failure)

40. Your brand essence needs to amplify the
positive attributes of the emotional triggers
and at the same time discharge the
negative voltage of the triggered emotion.

41. Which of these 6 emotional triggers are
your products and brands triggering?

42. Think about
your brand
essence as a
North Star…

43. Does your brand essence
guide, inspire and unify your
target consumer and your own
organization around it’s
promise?

44. 44

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