The power of product packaging design reminds us what irrational beings we all are, buying because of a shape, colour, wording or picture. But behind all this emotionality, there is a definite science.
Picture the scene: you’re doing the weekly shop. There are 50 aisles to walk up and down, and an average of 40,000 products in the supermarket. You have just 20 minutes to get around (that’s officially a measly 0.03 second per product). It’s easy to see how responses to packaging happen in a split-second, and it is these responses determine whether a customer chooses to pick up your product or walk on by.
Go wild in the aisles
Research shows that more than 70% of purchasing decisions are made at the point of purchase, depending entirely on how we feel at the time and shoppers spend less than three seconds scanning a shelf of products they’re interested in. It’s these reasons that compel brands to always communicate the right product messages on pack with as much impact as they can muster.
Packaging should especially be a major focus for brands that don’t spend a lot (or anything at all) on advertising, as it’s the one form of communication that people choose to bring into their homes. It’s also one of the foremost ways people define who they are: whether you buy Lindt or Green & Black’s, Tiptree or Bonne Maman, it communicates something about your identity and values. So packaging is an extremely powerful tool in brand positioning, and needs to clearly reinforce a product’s positioning.
Standing out from the crowd
Stand-out on the shelf is a primary need for food manufacturers. After all, you may have the most beautiful packaging, but if customers overlook it, it’s entirely useless.
The four key elements that can help differentiate your product packaging are:
COLOUR: One of the major factors that differentiate a product or brand, in terms of recognition and also stand-out on shelf. Brands who ‘own’ a particular colour and maintain consistency over time have stronger places in people’s minds, eg Coca Cola, Cadbury, Selfridges and Veuve Cliquot.