Packaging is the only guaranteed shopper marketing material in the store. It is the silent sales person that sits on the shelf every moment of every day selling the benefits of your brand to shoppers. Through the elements of its design: size, form, material, colour, text and brand, typography and image, (Underwood R. , 2003) (Rettie & Brewer, 2000) it imparts value on the actual product it contains and helps transform its economic value. (Kotler & Rath, 1993) (Silayoi & Speece, 2007)

The objective of shopper facing packaging is to sell a product.

To be able to do this it must:

1. Attract attention
2. Provide the necessary information to the shopper
3. Differentiate the product amongst its competitive set

(Rundh, 2009) (Vitalija Butkeviciene, 2008)

This is important because packaging is inherently comparative in nature in that is sits next to the competition. For this reason it is rarely considered in isolation. This differentiates it from many other types of advertising which are often viewed in isolation from their competitors.

However Shoppers spend only a few seconds comparing products and perhaps because of this 70% of shoppers purchased the wrong product in the last year. (Ahern, 2010) (Young S. , FIVE PRINCIPLES FOR EFFECTIVE PACKAGING RESEARCH, 2005)

Key concepts to understand about shoppers in relation to packaging are:

1. Shoppers recognise products using colour and shape

(Young S. , Designing for the Shopper, 2008) (Young S. , 2004) (Morton, 2004) (Rundh, 2009) (Scott Young J. A., 2009) (Scamell-Katz, 2012)

Because of this, use packaging to maximise visibility first before considering any other issue!

(But remember that shelf space return for retailer is a critical consideration, so vertical orientation is often better than horizontal)

and then shop-ability as a secondary consideration.

Shop-ability means the ease with which a shopper can differentiate products within a range. As a brand line is extended and new benefits introduced, the ability for the shopper to quickly differentiate products is essential. (Synovate BrandLife, 2011) (Young S. , 2008)

1. Shoppers are drawn to packaging elements that cause the greatest contrast from the products around them, not what is biggest or on top. (Jonathan Asher, 2011)

Because of this decide whether you want to create contrast from your brand footprint or the category code using colour and shape.

In this context contrast can be defined as using opposing design elements from those presently used in the category.

The difficulty with using contrast is that it must not be so strange within the category that it fails to convert increased attention into shopper consideration.

1. The form (shape, colour and label) of a product provides information to the shopper around suitability.

(Block, 1995) (Vitalija Butkeviciene, 2008) (Young S. , 2004) (Stoll, Baecke, & Kenning, 2008) (Veryzer, 1993) (Raghubir & Greenleaf, 2006)

Because of this understand both the consumer and the usage occasion that the package will meet and make sure that your packaging is appropriate.

In my experience packages that are designed to call out the target usage occasion, stand the best chance of being chosen by shoppers who are under time and cognitive pressures.

1. Shoppers scan 3 to 4 messages on the front of the pack if selecting it

(Asher, Healthier Package Design, 2011) (Scott Young V. C., 2009) (Asher, 2010) (Asadollahi & Givee, 2011) (Lennard, Mitchell, McGoldrick, & Betts, 2001) (Madzharov & Block, 2010) (Yang & Raghubir, 2005)

Because of this prioritise the front panel and the 4 key visual elements; do not rely on the back panel

The 4 key visual elements are the: Brand, Descriptor, Main Visual and key Claim.

1. If it is a sub-brand put the claim in the name

For sub-brands a claim in a name is important. This will allow the shopper to more quickly navigate through the range.

1. Shoppers often neglect base prices when processing percentage change information

(Chen, Marmorstein, Tsiros, & Rao, 2012)

Because of this:

1. bonus packs should be the preferred promotional tactic as long as the incremental costs of producing, transporting, and shelving the bonus pack do not exceed the benefits.
2.  Use the word Free over Discount

This seems to intuitively make sense too! More Free is perceived as a gain while a price reduction might be perceived as a reduction in a loss. As humans, consumers and shoppers; we prefer gains to losses. (Kahneman, 2011)

1. Shoppers recall packaging more readily when words are on the right and pictures are on the left

(Brewer, 2000)

Because of this words should be on right-hand sides of packs, and pictures should be on the left.

1. The majority of Shoppers who Touch products go on to buy

Because of this, try to find ways to invite the shopper to touch the product.

1. The environment around the packaging: lighting, shelving etc. influence how it is perceived

 (Finkel, 2011) (Collins) (Morton, 2004)

10.   In developing markets shoppers spend longer with packaging

(Young & Ciummo, Package Viewing Patterns, 2009)

Because of this ensure you have tamper seals, and large freshness information.

1. Shoppers look for a connection between the packaging and what’s inside

(Young S. , 2004) (Winnett & Pohlmann, 2011) (Block, 1995)

Because of this, try to find ways to bring the inside to the outside

Despite the risks associated with packaging changes it is something that many companies still practice. The primary drivers of this decision seem to be either:

1. To try and win a second glance from the shopper who de-selects and does not regular buy the product
2. Building equity against a new or under-performing dimension.
3. Reducing cost by downsizing

To safeguard against packaging failure, I always use a simple packaging scorecard. You can find it in my book.

References

Ahern, D. (2010). Winning the On-Shelf War. http://www.pmalink.org.

Asadollahi, A., & Givee, M. (2011). THE ROLE OF GRAPHIC DESIGN IN PACKAGING AND SALES OF PRODUCT IN IRAN. Contemporary Marketing Review Vol. 1(5) , 30-34.

Asher, J. (2010, November). Effective Packaging: An Essential Tool For Success. Retrieved June 7, 2012, from www.prsresearch.com: http://www.prsresearch.com/fileUploads/Effective_Packaging_PL_Buyer_Nov_2010.pdf

Asher, J. (2011, March). Healthier Package Design. Retrieved June 7, 2012, from http://www.prsresearch.com: http://www.prsresearch.com/fileUploads/Healthier_Package_Design_Pack_Design_Mag_March_2011_edit.pdf

Block, P. H. (1995, July). Seeking the ideal form: Product design and consumer response. Journal of Marketing.

Brewer, R. R. (2000). The verbal and visual components of package design. The Journal of Product and Brand Management, 56-70.

Chen, H. (., Marmorstein, H., Tsiros, M., & Rao, A. R. (2012). When More Is Less: The Impact of Base Value Neglect on ConsumerPreferences for Bonus Packs ove rPrice Discounts. Journal of Marketing July, 64–77.

Collins, B. (n.d.). How to Package Your Product. Retrieved June 7, 2012, from http://www.inventorsdigest.com: http://www.inventorsdigest.com/archives/7643

Finkel, E. (2011, September 1). Packaging: The Customization Debate. Retrieved June 7, 2012, from http://www.prsresearch.com: http://www.prsresearch.com/fileUploads/CustomizationDebateArticle.pdf

Jonathan Asher, P. R. (2011, May/June). Unseen is Unsold. Retrieved June 7, 2012, from http://www.prsresearch.com: http://www.prsresearch.com/fileUploads/UnseenisUnsold_BP.pdf

Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.

Kotler, P., & Rath, G. A. (1993). Design; a powerful but neglected strategic tool. Journal of Business Strategy, 16 to 21.

Lennard, D., Mitchell, V.-W., McGoldrick, P., & Betts, E. (2001). Why consumers under-use food quantity indicators. The International Review of Retail, Distribution and Consumer Research Volume 11, Issue 2, 177-199.

Madzharov, A. V., & Block, L. G. (2010). Effects of product unit image on consumption of snack foods. Journal of Consumer Psychology 20 , 398-409.

Morton, A.-L. H. (2004, November 5). Beyond the Bubbles: Identifying other purchase decision variables beyond country of origin effect that make Australians buy Champagne. Retrieved June 19, 2012, from Queensland University of Technology: http://eprints.qut.edu.au/1182/

Raghubir, P., & Greenleaf, E. A. (2006). Ratios in Proportion: What Should the Shape of the Package Be? Journal of Marketing Vol. 70, No. 2, 95-107.

Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. The Journal of Product and Brand Management, 56-70.

Rundh, B. (2009, Vol. 111 Iss: 9). Packaging design: creating competitive advantage with product packaging. British Food Journal.

Scamell-Katz, S. (2012). The Art of Shopping: How We Shop and Why We Buy. LID Publishing, Inc.

Scott Young, J. A. (2009, August). Designing For Retail Realities. Retrieved June 19, 2019, from Brand Packaging: http://www.brandpackaging.com/articles/designing-for-retail-realities

Scott Young, V. C. (2009, July). Package Viewing Patterns. Retrieved June 7, 2012, from http://www.prsresearch.com: http://www.prsresearch.com/fileUploads/Package_Viewing_Patterns.pdf

Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing, 1495-1517.

Stoll, M., Baecke, S., & Kenning, P. (2008). What they see is what they get? An fMRI study on neural correlates of attractive packaging. Journal of consumer behaviour July, 342-359.

Synovate BrandLife. (2011). Packaging & Product Design Specialty Foods: Asian tofu.

Underwood, R. (2003). The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, Winter, 62-76.

Veryzer, R. W. (1993). Aesthetic Response and the Influence of Design Principles on Product Preferences. Advances in Consumer Research Volume 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT : Association for Consumer Research, 224-228.

Vitalija Butkeviciene, J. S. (2008). Impact of Consumer Package Communication on Consumer Decision Making. Retrieved June 20, 2012, from Kauno technologijos universitas: http://www.ktu.lt/lt/mokslas/zurnalai/inzeko/56/1392-2758-2008-1-56-57.pdf

Winnett, C., & Pohlmann, A. (2011). Neuromarketing: Understanding the Subconscious Drivers. NeuroFocus, The Nielsen Company.

Yang, S., & Raghubir, P. (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of retailing. Vol. 81, 269-282.

Young, S. (2004, Winter). Breaking Down the Barriers to Packaging Innovation. Design Management Review, _.

Young, S. (2004, Winter). Breaking Down the Barriers to Packaging Innovation. Design Management Review.

Young, S. (2004, Winter). Breaking Down the Barriers to Packaging Innovation. Design Management Review.

Young, S. (2005, Jan / Feb). FIVE PRINCIPLES FOR EFFECTIVE PACKAGING RESEARCH. BRAND PACKAGING.

Young, S. (2008, April). Designing for the Shopper. Brand Packaging, -.

Young, S., & Ciummo, V. (2009, July). Package Viewing Patterns. Retrieved June 7, 2012, from

http://www.prsresearch.com : http://www.prsresearch.com/fileUploads/Package_Viewing_Patterns.pdf