Dark colors in product packaging can increase purchase likelihood by up to 7% compared to light colors. However, this effect diminishes if consumers have concerns about potential risks associated with the product.

The article discusses the challenges and perceived ineffectiveness of various marketing channels, arguing that many marketers feel overwhelmed and dissatisfied with their options. It emphasizes the importance of understanding audience needs and adapting strategies to improve overall marketing effectiveness.

Incrementality is emphasized as the key metric for evaluating the true impact of marketing efforts. Unlike traditional metrics, incrementality focuses on the direct effect of a marketing campaign by measuring what would happen without it, providing a clearer understanding of its value. This approach allows marketers to make informed decisions and optimize their strategies effectively.

Models in advertisements should direct their gaze either towards or away from the camera based on the type of product being advertised, with research indicating that this can increase sales effectiveness by up to 30%. Access to further insights and case studies is available through a subscription to the Science Says platform.