Articles

Thinking about brands, packaging and the moment people choose.

Ideas, observations and practical thinking from ZERO11 on packaging, consumer behaviour, brand systems and building products people notice, understand and want.

5 articles

Illustration of an empty supermarket interior in soft pastel light, with shelves of packaged food along the walls

Packaging21 Oct 2026

The 3-Second Rule: Why Packaging Design Matters at the Shelf

Shoppers scan, compare and decide in seconds. How The 3 Second Rule frames packaging design around attention, clarity and desire.

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Illustration of a monochrome supermarket with rows of colourful snack packs on one shelf

Brand strategy14 Oct 2026

Brand Architecture in FMCG: Building Packaging Systems That Grow

How brand architecture shapes FMCG packaging systems, from range navigation and variant cues to designing for growth.

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Illustration of a supermarket shelf split into Before and After, with the redesigned packs on the After side

Packaging7 Oct 2026

Packaging Redesign: How to Modernise a Brand Without Losing Recognition

How to refresh packaging and modernise a brand while protecting the cues shoppers already recognise.

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Illustration of a sunlit supermarket with shelves of packaged goods and a fruit display

FMCG30 Sep 2026

Food Packaging Design: Why Strategy Matters More Than Aesthetics

Why food packaging design starts with strategy: category, audience, appetite and trust come before aesthetics.

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Illustration of a packaging design studio with a monitor showing a snack pack design, sketches on the wall and packs on the desk

AI & design23 Sep 2026

AI in Packaging Design: What Technology Can and Cannot Replace

Where AI helps packaging design teams, where human judgement still matters, and how to use the technology sensibly.

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