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.

Read one of our latest articles

Designing Tomorrow: Navigating the Frontiers of Intelligent Design in 2025

The Holiday Countdown is On! Here is Your Q4 Game Plan.

As Q4 approaches, it’s time to shift into high gear. Whether you’re launching holiday campaigns, prepping end-of-year reports, or setting the stage for 2026, a strong finish starts with strategy. We’ve put together a comprehensive checklist to help you stay ahead of the curve.

step 01: build a festive atmosphere

Create a cohesive holiday vibe across all customer touch-points:

Website & social media visuals: Update banners, profile images, and featured content with seasonal themes.
Storefront design: If you sell products online or have a physical store, highlight gift-able products and holiday bundles.
Branded assets: Ensure your assets (logos, newsletters, stationary) reflect a polished and festive look.

step 02: launch strategic marketing campaigns

Whether it’s driving revenue, clearing inventory, or increasing brand visibility, every campaign should align with your Q4 business goals.

Holiday-specific promotions: Plan for Black Friday, Cyber Monday, and early gift-buying trends.
Email & ad creative: Roll out eye-catching graphics for newsletters and paid ads (Google, Instagram, LinkedIn).
Social media strategy: Use contests, countdowns, and user-generated content to drive engagement.
Print-ready materials: Think brochures, flyers, and signage for seasonal offerings.

step 03: optimize your operations

Behind-the-scenes preparation is just as crucial as your customer-facing efforts.

Inventory management: Audit your stock levels and plan for your bestsellers to avoid shortages.
Mobile-first experience: Ensure your website is fast, mobile-optimized, and checkout-ready.
Customer service support: Ramp up staffing or chat support to handle increased traffic and inquiries.

step 04: strengthen team & customer relationships

Great branding isn’t just external, it’s internal too.

Show appreciation: Celebrate your team’s hard work with thoughtful gifts or holiday events.
Send greetings: Mail custom holiday cards or personalized notes to clients and customers
Plan year-end materials: Start working on reports or presentations now to avoid the year-end crunch.

step 05: call fpm!

Need help bringing it all together? We’re here to make sure your design and marketing materials are beautiful and effective. Click HERE for a free 30-minute consultation.

until next time,

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What Makes Gen Z Click, Share, and Buy?

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Shelf Science: What Actually Gets Picked Up?

In today’s competitive retail landscape, the science behind what gets noticed and what gets purchased, extends far beyond attractive packaging. Shelf science combines elements of psychology, design, and consumer behavior to understand how shoppers make decisions in-store. From color placement to eye-level positioning, every detail is engineered to influence attention and, ultimately, drive conversion.

Trouble on the Shelf? 8 (Fixable) Packaging Fails.

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Augmented Reality (AR) Packaging

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Smart Packaging

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AI-Enhanced Packaging Design Processes

In today’s rapidly evolving professional landscape, the transformative power of Artificial Intelligence (AI) is reshaping every industry. In packaging design, AI is emerging as a game-changer, enhancing creativity, optimizing workflows, and generating design variations based on consumer insights and preferences. This synergy between AI and human intelligence is setting the stage for a new era of design innovation.

The Art and Science of Packaging — Interactive Packaging Design

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Minimalist vs. Maximalist Packaging Design

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Color Saturation and Consumer Perception of Product Sustainability

In today's eco-conscious market, companies are leveraging color to convey sustainability messages effectively. Natural hues, particularly green, have become synonymous with eco-friendliness. However, recent research reveals that the saturation of these colors significantly impacts consumer perceptions of a product's sustainability.

Nostalgic Packaging Design

Nostalgia, that bittersweet longing for the past, has become a powerful tool in marketing, particularly in packaging design. It serves as a visual time machine, transporting consumers to earlier eras and creating immediate connections with their personal histories. Whether it’s the vibrant and psychedelic aesthetics of the 1960s or the bold, neon-soaked styles of the 1980s, retro-inspired packaging resonates deeply with consumers. For older demographics, this connection is even more poignant, allowing them to relive cherished memories from their youth.

How Visual Crowding in Packaging Sparks Consumer Desire to Buy

In the realm of packaging aesthetics, a fascinating phenomenon known as white space plays a crucial role in how design elements interact with their surroundings. White space refers to the amount of empty space around a message or design element. Some packaging designs, like Apple's iconic approach, embrace generous white space to evoke simplicity and elegance. In contrast, other designs, such as Kraft's Macaroni and Cheese packaging, venture into reduced white space, creating a vibrant and visually intense tapestry where images and text closely intertwine.

Crossmodal Correspondences — How Visual Shapes Influence Taste Perceptions

The association between visual shapes and taste perceptions has long captivated sensory psychologists and packaging designers. One particularly intriguing observation is that individuals often associate curved and symmetrical shapes with sweetness, while angular and asymmetrical shapes are more commonly linked to other basic tastes such as sourness, bitterness, saltiness, and umami. This phenomenon, known as crossmodal correspondence, highlights the intricate interplay between visual and gustatory stimuli.

Creative Design Process — It’s All About Intuition

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Exploring the Emotional Connection Between Product Shapes and Nostalgia

Marketing research highlights the intricate relationship between nostalgia, consumer preferences for product shapes, and the underlying mechanism of social connectedness. Understanding how nostalgia influences these preferences is crucial for designers aiming to create appealing and effective products.

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