Omnichannel shopping multiplies the number of impressions and decisions a shopper makes.
One person might:
Research on mobile during a commute
Check reviews on desktop late at night
Visit the store and spot an endcap
Complete the purchase online during a retailer promotion
At each stage, shoppers lean on quick, intuitive cues: bold visuals, simple claims, recognizable brand assets, and emotionally resonant signals.
Designing for System 1 in an Omnichannel World
Shoppers’ instinctive decisions demand creative that’s clear, consistent, and emotionally engaging. To optimize for System 1 thinking, brands should:
Keep it simple
Eliminate clutter so benefits are instantly clear.
Trigger emotion
Bold visuals and appetite appeal drive instinctive action.
Be consistent
Packaging, displays, and PDPs should share the same cues for instant recognition.
Anchor in brand assets
Logos, colors, and design elements should unmistakably signal your brand.
Design for speed
Assume you have only a few seconds to land your message.
The Takeaway
Omnichannel success isn’t just about being everywhere—it’s about being effective everywhere. By leaning into System 1 thinking, brands can capture attention, convey value, and drive action across every shopper touchpoint. When creative respects the way shoppers truly make decisions, brands position themselves not just to compete—but to win.