At the point of sale, customers only take 3 to 5 seconds to decide whether to pick up or pass on a product; this stage is referred to by P&G as the First Moment of Truth. Packaging is the only thing present in that moment, while the entire advertising budget has already been spent. Vietnamese brands, especially in agriculture and consumer goods, often invest in reverse: spending heavily on media, saving on packaging, and then losing right at the purchase decision point.
In this article · 6 sections
A.G. Lafley, when he was CEO of P&G, named this moment the First Moment of Truth. It is the 3 to 5 seconds a person stands in front of the shelf and decides to pick up or ignore a product. No advertising is present there. No sales staff can speak up in time. Only the packaging. And the packaging of most Vietnamese brands is losing right at this most crucial battle.
Advertising brings customers to the shelf, new packaging gets the product into the cart
The communication budget creates awareness, leading customers to the point of sale. But at the point of sale, advertising has done its job. Customers stand in front of a shelf with dozens of competing options. Their brains process visual signals through an automatic selective mechanism: what stands out will be picked up. What blends into the background will not exist.
This is not a subjective observation. Research by Lindgaard et al. (2006) measured visual processing speed and confirmed that first impressions form within 50 milliseconds. At that speed, no message can be read. The human brain reacts to colors, shapes, and contrasts before consciousness can intervene.
The two layers of packaging that most brands only see one
Packaging works at two completely different distances, and effective design must address both.
The first layer is shelf impact, meaning the distant effect. At a distance of 1 to 2 meters, customers can only register the dominant color, overall shape, and contrast with surrounding products. No words can be read at this distance. The sole task of this layer is to make the product visible, meaning it stands out from the surrounding environment rather than blending into it.
The second layer is in-hand, meaning the experience when held. This is when customers read the product name, recognize the brand, and are convinced or put it back on the shelf. Surface texture, weight, information hierarchy, and language on the packaging all contribute to this decision.
The most common mistake of Vietnamese brands is designing beautiful packaging at the second layer but invisible at the first layer. The product looks complete and refined when photographed alone, but completely disappears when placed next to neighbors on the real shelf.
Distinctive assets only create the ability to be present in the mind when they are repeated consistently enough for the human brain to remember and recognize automatically.
Jenni Romaniuk, Building Distinctive Brand Assets, Oxford University Press, 2018
The Tropicana lesson: don’t touch what helps customers recognize you
In 2009, Tropicana launched a completely new packaging design for its flagship orange juice line. The iconic orange with a straw was replaced with an image of a glass of orange juice. The brand name was rotated vertically. The entire familiar visual language was changed simultaneously.
The results cited by many commercial sources indicate a sales decline of about 20% within a few weeks. An estimated loss of about 30 million USD in revenue occurred before PepsiCo decided to withdraw the new design. In 2024, history repeats itself as Tropicana continues to change its packaging and records a decline in sales over several consecutive quarters, according to Nielsen and Bloomberg data.
The lesson is not "never change packaging." The lesson is: the elements customers use to recognize your product are real assets, not decorations that can change with trends. Removing them without having anything strong enough to replace them is self-sabotage of the recognition mechanism that has been built up over many years.
Shelf number and the 200 pixel thumbnail problem
The physical shelf is no longer the only battlefield. On Shopee, Lazada, TikTok Shop, or e-commerce websites, products appear as small thumbnails, sometimes only 200 pixels wide. At that size, complex packaging becomes a blurred color block that conveys no information.
This is a new challenge that many Vietnamese brands have not designed for. Packaging approved in the meeting room looks great on an A3 print. But when shrunk to a product image on a customer's phone, all details disappear, leaving only a nameless light color block.
Effective packaging design today must be tested in both environments: physical shelves at real distances and phone screens at thumbnail sizes. Both need to be addressed well, using the same visual system.
Build distinctive assets instead of chasing trends
Byron Sharp and Jenni Romaniuk from the Ehrenberg-Bass Institute argue that in a real competitive environment, the ability to be recognized (distinctiveness) is more important than functional differentiation. Customers do not stop to compare product specifications. They recognize what is familiar and take it.
This means that distinctive colors, packaging shapes, typography, and consistent visual language over time are measurable business assets. Each time they are changed according to the visual trends of that year, a part of the investment in customer memory is erased.
Vietnamese agricultural, food, or consumer goods brands often fall into this trap. They see what competitors or foreign brands use in terms of color and mimic that, see a minimalist trend and remove all details, see a retro trend and add classic patterns. The result is that the entire industry looks the same, and none of them own anything in the customer's mind.
Questions to ask before approving the next packaging
Before a packaging design goes to print, there are four questions worth seriously considering.
- Place this product next to five direct competitors on the shelf, and step back two meters: does it stand out on its own, or does someone need to point it out for it to be noticed?
- Shrink the packaging image down to 200 pixels wide: can the brand name and distinctive color still be read?
- What elements on the current packaging are customers using to recognize the product? Does the new design retain at least one of those elements?
- If the brand name were removed from the packaging, would anyone still know whose product it is?
These four questions cannot replace a deep design process. But they are a quick filter to prevent the most costly decisions: printing thousands of units only to discover the product is invisible on the shelf.
Three seconds on the shelf is not a poetic number. It is the entire time that every investment in the product, in the brand, in distribution has the opportunity to prove whether it is worth it or not. Packaging is the only sales channel present at that moment, and it deserves to be invested in proportion to its actual role.
References
A.G. Lafley (P&G), The Game Changer, 2008. Byron Sharp, How Brands Grow, Oxford University Press, 2010. Jenni Romaniuk, Building Distinctive Brand Assets, Oxford University Press, 2018. Lindgaard et al., "Attention web designers: You have 50 milliseconds", Behaviour & Information Technology, 2006. Tropicana data 2009: estimated -20% sales, ~30 million USD, cited by many commercial sources but not officially confirmed by PepsiCo. Tropicana data 2024: Bloomberg, Nielsen, Q1-Q2 2024.