fpm brief

The FPM Brief, a new series of articles on consumer CPG research and behavior, highlights how research insights fuel creative intelligence in packaging design, branding, and marketing. By analyzing consumer interactions and purchasing drivers, we reveal strategies that enable brands to connect authentically with their audience, empowering them to stand out in today’s competitive market.

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Designing Tomorrow: Navigating the Frontiers of Intelligent Design in 2026

Mini Design Lessons: Hierarchy

Good design can feel effortless, but there’s usually a lot happening behind the scenes. From the way your eye moves across a page to the amount of space around a logo, small design decisions can make a big difference.

For the first edition of our Mini Design Lessons series, we’re starting with one of the most important principles in design: hierarchy.

01. what is hierarchy?

Hierarchy is the way design guides your eye through information.

It helps people know what to notice first, what to read next, and what matters most. Without hierarchy, everything competes for attention at the same time, and the message can get lost. Imagine asking a question, and getting ten people talk all at once. That is what it feels like if a package design, for instance, has too many callouts, certification, descriptions, etc.

02. why it matters

Good hierarchy makes design easier to understand.

Whether it’s a website, brochure, social graphic, ad, or package, hierarchy creates clarity, improves readability, and makes a piece feel more intentional. Knowing how to use hierarchy becomes even more critical in instances where a consumer has a few seconds to make a decision, such as a retail environment. Andrea Fraboni, NielsenIQ’s global practice lead for packaging and design, says most shoppers spend roughly 20 seconds at the shelf in a given category, and that most of what packaging does at that point is non-conscious and highly visual.

03. how hierarchy works

Designers create hierarchy in a few different ways:

Size – Larger elements naturally grab attention first
Weight – Bold text stands out more than lighter text
Color – Contrast can highlight key information
Placement – Where something appears affects how quickly it’s seen
Spacing – Giving elements room helps important content stand out

These small choices work together to lead the viewer in a purposeful way.

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until next time,

Other research you might be interested in

We Love Screen-Free Experiences

We’re living in a world where almost every promotion begins with a screen. Scan this. Click that. Download this. Enter your email. Follow us. But what if the next great promotion asks people to do something different?

Everyday Things We’d Love to Redesign

Much of this design is utilitarian. It exists to communicate, instruct, organize, or solve a problem. But utility and delight aren’t mutually exclusive. At FPM, we’re interested in what happens when design goes a step further—when it not only makes information clearer and experiences easier, but also brings a sense of intention, character, and curiosity to the everyday.

50 Seasons Under the Stars

For a season this special, the goal was to build a visual world that felt just as memorable as the performances themselves. Bringing together illustration, bold color, and a little theatrical magic across every touchpoint.

What’s Your Design Sign?

Whether you’re a meticulous Virgo, a chaotic creative, or somewhere beautifully in between, here’s what the design universe has in store for you this week.

Design Finds From the Road

We’ve been collecting a few favorites from our recent travels. Here’s what’s caught our eye lately.

The Branding Behind Today’s Biggest Artists

The most recognizable artists in the world don’t just create music, they create an identity that’s instantly familiar. Every visual choice, every social post, every album cover, and every stage outfit works together to tell the same story.

The Hidden Cost of DIY Design

Canva, AI, or custom branding, what's the real investment? The truth is, DIY tools aren’t the problem. In fact, they’re a great resource for many businesses. The real question is, is your design helping your business grow, or just helping you get by?

Why it’s Time for a Website Refresh

A website isn't just a digital brochure anymore. It's your hardest-working marketing tool. If your website is more than 3–5 years old, there's a good chance it's no longer meeting today's expectations. A website refresh isn't just about updating the look. It's about improving performance, visibility, and creating a better experience that turns visitors into customers.

Packaging Lessons From Japan

Whether you're launching a new product or giving an existing one a fresh look, thoughtful packaging can transform how customers experience your brand. Let's create something they'll want to pick up—and remember.

The Dos and Don’ts of Product Naming

A name is the smallest unit of brand strategy and the one with the highest leverage. It’s the first thing a consumer encounters, the last thing they remember, and the only asset that travels with the product across every channel, from shelf to search bar to word of mouth. Get it wrong and no amount of packaging design will compensate. Get it right and the name does half the marketing for you.

Color, Justice, & Folklore

As opening week begins for the Lake Tahoe Shakespeare Festival, we’re excited to highlight a project that set the tone for this season’s storytelling. FPM partnered with the Lake Tahoe Shakespeare Festival to create a custom cover illustration celebrating the two productions featured this year—Macbeth and Robin Hood.

Break Free From Outdated Marketing

This Independence Day, it might be time to declare independence from marketing practices that aren’t serving your business. The good news? You don’t have to keep doing things the same way.

Dear Subscriber, Please Stop Ignoring Me

The difference isn’t whether you’re sending marketing emails—it’s how you’re sending them. A strong email marketing strategy can help businesses stay top-of-mind, nurture leads, promote products and services, and build stronger customer relationships over time. But simply sending emails and hope for the best isn’t enough.

Behind the Design: Idaho® Potato Lovers Month 2026

Every year, the Idaho® Potato Commission hosts its annual Idaho® Potato Lovers Month Display Contest, encouraging retailers across the country to create eye-catching displays that celebrate Idaho potatoes and drive sales during February.

Your Competitors Are Planning Q4. Are You?

Many businesses enter Q3 focused on summer promotions and immediate priorities, but the brands that win in Q4 aren't the ones scrambling in October, they’re the ones preparing now.

Your Mid-Year Marketing Checklist

We’re officially halfway through the year, which makes June the perfect time to evaluate what’s working, what’s falling short, and where your brand can make a bigger impact in the months ahead.

What Travel Teaches Us About Great Branding

Now that travel season is starting, many of us are finding inspiration in new places, experiences, and environments. Here are a few branding lessons we’re taking with us this summer and how they can help businesses create stronger visual identities

Building Bold Marketing

At FPM, we love partnering with brands that keep industries moving, and our recent work with Western States CAT Equipment was exactly that. From digital advertising campaigns to printed direct mail pieces, our team collaborated closely to create marketing collateral that was bold, clear, and built to perform.

Questions We Hear All the Time

Every branding project starts with questions, and honestly, we love that. The more clarity you have before starting, the stronger the final result tends to be. So for this edition, we’re answering a few of the questions we hear most often from clients.

A Modern Identity Rooted in Legacy

The Idaho Grain Producers Association (IGPA) is stepping into a new era. One that honors its deep agricultural roots while looking ahead to the future of Idaho grain.

The Cost of a Bad First Impression

In the CPG sector, first impressions aren’t just important, they’re measurable. Shoppers make decisions at the shelf in as little as 3–7 seconds. In high-traffic retail environments, that window can shrink even further. If your packaging doesn’t communicate clearly and instantly, you’re not just missing attention, you’re missing revenue.

From Shelf to Screen: Packaging that Wins Online

In today’s omni-channel world, your packaging doesn’t just sit on a shelf, it shows up in search results, social feeds, unboxing videos, and Amazon thumbnails. If your product is in retail and online, your packaging has to work overtime. Here’s how to make sure it performs everywhere your customers shop.

The Big Spud Meets the Silent Spud

We’re proud to share our involvement in a truly meaningful milestone: the commissioning of the USS Idaho submarine Saturday, April 25th. From creative direction to on-the-ground activation, our team at FPM has had the privilege of contributing to this historic event in more ways than one.

We’re Honored!

We’re incredibly honored to share that FPM has been recognized at the Rockies Creative Competition for our work on The Protein Spot rebrand. This award isn’t just about great design, it’s about building a brand that truly connects. One that people recognize, remember, and feel part of.

A Fresh new Look, Rooted in Tradition: Rader Farms®

Some brands don’t need reinventing, they need revealing. Rader Farms, part of the Oregon Potato Company, has been growing premium frozen fruit in the Pacific Northwest for decades. When a brand has real heritage and real quality, packaging can ensure its story is seen rather than overlooked.

3 Ways Brands Play Smart (April Fools’ Edition)

Most people believe their buying decisions are fully rational—but in reality, they’re shaped by more than logic alone. Every day, brands use thoughtful design, messaging, and subtle cues to guide choices and make decisions easier. It’s not about manipulation—it’s about understanding how people naturally think and helping them navigate options with confidence. In the spirit of April Fools’ Day, here are 3 ways brands “fool” consumers into buying and what you can learn from them.

Celebrating Women in Design

March is Women’s History Month, and as a woman-owned design agency, this time of year means a lot to us at FPM. It’s a chance to celebrate the creativity, leadership, and bold ideas that women have brought to the design world.

Feeling Lucky? 3 Design Tips for Brands That Want to Win.

St. Patrick’s Day is all about luck, but the most successful brands don’t rely on luck alone. Behind every memorable logo, cohesive website, and eye-catching social feed is intentional design. Strategic branding helps businesses stand out, build trust, and stay memorable long after the first impression. This week, we’re sharing a few design tips that can turn your brand from ordinary to unforgettable.

How a Spud Turned Into a Nationwide Pop-Culture Sensation

The Big Idaho® Potato Truck was launched in 2012 as a one-year nationwide tour to celebrate the 75th anniversary of the Idaho® Potato Commission (IPC). What started as a quirky promotional vehicle quickly became so beloved that it didn’t retire, but became a long-running cultural phenomenon seen by millions across the U.S. and beyond.

We Love Our Clients (Like, A Lot)

February is all about love — and while chocolates and roses are great, we’re over here swooning over something even better: Our clients. At FPM, we don’t just design brands. We build relationships. We champion bold ideas. We celebrate every launch, every win, and every “this feels so us” moment right alongside you. And honestly? That’s the good stuff.

Why Shoppers Fall in Love with Certain Packages

Let’s talk about love at first sight—the kind that happens in the aisle. Because whether shoppers realize it or not, they fall for packaging long before they read a label. And in CPG, that split-second emotional reaction is everything. So… what makes a package irresistible?

Designing for Impulse Buys

February might be the shortest month of the year, but for CPG brands, it’s one of the most powerful for impulse-driven purchases. After the holidays, shoppers are tired, cold, and craving small moments of indulgence. That’s where smart packaging design does its best work. Let’s talk about how to design for the “why not?” moment.

What Europes Grocery Aisles are Teaching Us

Between train stations and café stops, Europe’s grocery aisles became an unexpected classroom, filled with packaging that spoke loudly with elegant confidence. We noticed that European packaging, even the ones manufactured by American brands, felt noticeably more restrained.

Data Literacy 101: How to Spot Good (and Bad) Data

Data is everywhere! Surveys, reports, social posts, and headlines. But not all data is created equal. Knowing how to evaluate it can save you from bad decisions and help you build smarter strategies.

The New Food Pyramid and What It Means for Brands

The U.S. Food Pyramid just received a major update and it’s already shaping how consumers, brands, and institutions think about what goes on the plate.

3 Design Trends Shaping The Year Ahead

As the year begins, design is shifting toward work that’s more intentional, expressive, and built to last. Instead of chasing every new idea, we’re focusing on what’s actually moving brands forward.

Costco Success Starts Here: How to Make Your Product Buyer-Ready

Breaking into Costco is a major milestone for any brand. High-volume sales, national visibility, and a loyal membership base make this store a giant in the CPG realm. But getting there requires more than a great product. At FPM, we specialize in guiding brands through the design, packaging, and presentation standards needed to impress Costco buyers and stand out in the competitive market.

3 Ways Gratitude Boosts Brand Loyalty

As we move through a season that puts gratitude front and center, it’s the perfect moment to explore how appreciation isn’t just a feel-good gesture, it’s one of the simplest, most powerful ways to strengthen your brand. Today, we’re sharing three research-backed ways gratitude helps turn casual customers into loyal advocates.

Keep Your campaign Merry, Bright, and On-Brand

The holiday season brings a whirlwind of campaigns. From Black Friday to New Year’s, there are so many different moving pieces it is easy for your brand to feel scattered.

How to Stand Out in a Sea of Black Friday Ads

Black Friday is noisy, but your brand doesn’t have to shout to be heard. At FPM, we know how easily good design can get lost in the chaos. Here’s our quick guide to standing out this season.

A Standing Ovation for the Season—and the Work Behind the Curtain

Another unforgettable season at the Idaho Shakespeare Festival has come to a close, and we couldn’t be prouder to have played a part in bringing the magic to life.

Design Tricks and Marketing Treats

This spooky season, we’re serving up our best design tricks and marketing treats to help your holiday campaigns cast a longer spell. Whether you’re stirring up a new brand strategy or just trying to keep your engagement from ghosting you, we’ve got you.

Women-Owned and Proud of It!

October is Women-Owned Business Month, and as a proudly woman-owned design and marketing agency, we’re taking this moment to celebrate the powerful, creative, and visionary women who are building businesses and breaking barriers.

Spooky Design Mistakes that Haunt Your Brand

It’s that time of year… when pixel goblins and font ghouls run wild. If your designs are feeling more creepy than creative, it might be time for a little brand exorcism. Here are 4 spine-chilling design mistakes that could be haunting your visuals, and how to banish them for good.

Want Scroll-Stopping Ads? Try What No One Else Is Doing.

Everyone’s talking about bright colors, strong CTAs, and knowing your audience. That’s the bare minimum. If you really want to stand out in crowded social feeds, it’s time to get tactical. We’re sharing 3 lesser-known strategies for creating scroll-stopping social ads that convert like crazy.

3 Quick tips to Instantly Improve Your Website’s UX

Ten seconds. That’s all it takes for someone to decide if your site is worth their time. That’s why designing for a great user experience (UX) is not optional, it’s essential.

Helping Breakout Brands Break into the World

At FPM, we love bringing innovative startups to market and setting them up for long-term success. From strategic planning to national retail execution, we helped emerging names like Celsius® and Wild Planet® grow into category leaders. We are proud to have been part of their early journey!

The Art of Saying ‘Not That Blue’ Without Causing Tears

You don’t need to be a designer to give excellent design feedback; you just need a little guidance. Whether you’re reviewing a logo, package design, or advertisement, the correct feedback can take a project from good to game-changing.

New work, New Space & A New Special Offer

A look at what we’ve been up to, where we’re going, and how you can grow with us.

Time for a Brand Refresh? Let’s Make It Happen This Fall

Whether your business has evolved, your audience has shifted, or your visuals just feel outdated, a strategic brand refresh can help you end the year strong and start the next one even stronger.

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