Clarity, trust, and risk: a behavioural reading of how your promotion performs under pressure.
Promotions customers trust, and legal approves.
Confusion, tiny text, vague claims, or buried conditions can turn a simple on-pack promotion into a complaint, an ASA ruling, or a damaged relationship with a retailer.
I pressure-test promotions using behavioural clarity, customer psychology, and the practical requirements of the CAP Code. before they reach the shelf.
What I analyse
Promotions succeed or fail in the first three seconds.
This is the framework I use to test that moment.
Clarity & Legibility
- Can a customer understand the offer instantly?
- Is the text readable in real-world lighting?
Fairness & Risk
- Are the significant conditions visible where the decision is made?
- Does the headline match the reality of the prize?
- Where are complaints likely to cluster?
Psychology & Engagement
- Is the route to entry proportionate to the outcome?
- Does the tone feel calm, fair, and respectful?
These lenses give you a clear view of how your promotion behaves in the moment that matters.
The behaviour lens behind the analysis
Composed: clear, fair, respectful
Tempered; realistic expectations, calm tone
Distinctive: elegant, simple, memorable
Dynamic; excitement outruns clarity
Volatile: confusion, complaints, mistrust
The behavioural states of the Continuum reveal why some promotions feel fair and trustworthy. And why others slip into confusion and risk.
Your promotion is a stress test of your entire brand
A confused promotion isn’t a design slip. It’s the consequence of an organisational process that fractured under pressure.
Promotions reveal:
- how well teams align when stakes rise
- how clearly information moves through approvals
- whether legal, design and marketing share a consistent view
- whether clarity survives the edits that matter
- how a brand behaves when decisions have consequences
A promotion that feels calm and trustworthy reflects an organisation that respects the customer.
The system for de-risking promotions
A set of practical tools designed to find issues quickly and give you specific fixes:
Promo clarity checklist
Ensures customers understand the offer in three seconds.
Continuum mapping
Predicts how the promotion will behave under shelf-pressure.
Risk map
Shows where confusion and complaints are likely to arise.
Significant conditions scan
Checks CAP Code expectations at the exact point of decision.
Accessibility and legibility test
Confirms all customers — including colour-blind or low-vision shoppers — can read the terms meaningfully.
My promotional work
Promotion reviews
A clear reading of what stays sound and where trust falters.
Promotion scorecard
A structured scorecard that pressure-tests clarity, appeal, and regulatory alignment before print.
Promotion rulebook
Guidance for designing promotions customers can understand at a glance.
Identify risks before they cost you
Send me a pack for confidential review.
I’ll pinpoint the behavioural risks, emotional pitfalls, and compliance pressure points — so you can launch with confidence.
Email a pack →