how to improve your packaging design using eye tracking research

Is your packaging adding preference, premium & profit to your brand on the shelf?

What is your packaging?

Packaging is the complete “embodiment” of your brand personality – without it, your products wouldn't sell

Research shows that 85% of products that get picked up are ultimately sold

What is your brand?

75% – 95%

Your brand is simply your customer's gut feeling about your product, service or company

The key to your brand’s 'impacked' is it’s emotional connectionwith your customers

What is eye-tracking?

See what the

CustomerSees

Stand outfrom theCrowd

Seeing is believing…

Our small portable device uses IR to gauge exactly what is looked at, for how long, and in what order.

Enabling you and your creative team to choose executions that have maximum “impacked”.

In three steps, we will help you 'impacked' the emotional connection between your brand and customers, through packaging and eye-tracking

We'll use the following case studies and share some world-class examples of packaging that’s working…

Making it sizzle...

Eye-tracking proved redesign impact: 91% noticed brand name first.

26% found pack in 4 seconds.

Both were significant

improvements.“Wright’s new brand identity

significantly increased our findability on

shelf. It also had the highest ratings on

Purchase Intent” Harold Heinze, Senior

Director of Marketing

Don’t feel blue...

P&G’s Pantene Aqua Light was not being seen. They wanted to test a new design utilising blue blocking to raise noticeability. Eye-tracking proved it.“You cannot close the sale unless somebody has seen the package first on the shelf. Witheye tracking, you can determine if you are stopping consumers with your product”Christian Simms , AD CMK at P&G

Don’t chew on it...

Eye-tracking identified key strengths of new packaging design concept. It ensured consumers took away the key message and identity.

Data supplied by Cadbury showed that the new design out-sold the original within 2.5 months.

STEP ONELet’s make contactwith your brandscape

contact

You customer's brain is wired to filter out information (clutter)

Your customer's only buy brands they can identify and understand

Your customer's brain is hard-wired to notice only what is different

The most successful brands provide customers with answers to why they should buy, before they’ve realized it

What grabs yourcustomers attention?The Top 4 attention grabbers…

75% – 95%

1. Colour

75% – 95%

2. Pack shape / graphic shapes

75% – 95%

3. Imagery / symbols

75% – 95%

4. Wording / typography / numbers

75% – 95%

How's your current packaging working?

How does it compare to your competitors on your shelf?

Be seen...

How do people scan their environment?

What makes their gaze linger or captures their attention?“Having done multiple tests on a brand you build a wealth of cumulative knowledge. That truly helps in the design process. In the course of eye-tracking we also identified weaknesses versus competitors that we didn’t even know existed.”Pamela Waldron, Global Director of Insights at J&J

Be seen...

Be seen...

Be inspired...

HeuristicsThe “rules of thumb” of consumer choices that need to be incorporated into a design to maximise impact.

SemioticsLeverage the “meaning” behind colour, shape, graphics, imagery & association.“Qualitative research will lead to key directions for design creative and ensure pack design moves in conjunction with consumer behaviour. Heuristics & Semiotics are consumer-choice de-coded.”

75% – 95%

STEP TWO  We define what your brand will stand for

And how it will build an emotional connection with your customers on the shelf

react

Competitors will copy your products, cut prices and target your customers

But strong brands rise above these challenges by building that instant emotional reaction with their customers

Your customers react to brands exactly the same way they react to people (personalities)

Strong brands, just like strong people, have strong, consistent,trustworthy personalities

The brands customers choose to eat, drink, wear, play and live with help them to define who they are - to themselves and everyone

75% – 95%

At the heart of strong packaging…

Is a strong brand + With a strong personality +

Pumped by a strong 'Brand Heart'

75% – 95%

STEP THREE  We create your brand personality expressions (packaging design):

attract

Fact - breaking through the visual clutter of your competition is key

Fact - too much packaging has too much information

Fact - the secret to creating 'impacked' is

focus, focus, focus

75% – 95%

Key packaging elements your customer will need to 'de-code' include:

75% – 95%

Variant, Net weight, Expiry Date, Hazards, Directions, Dosage, Bar code, etc, etc

75% – 95%

Designing your packaging requires…

75% – 95%

A clear communication hierarchy +

Pack elements organized by importance to your customer +

Information that is easy to understood +

Variety, assortment and product is easy to understand +

75% – 95%

A process of focus…

and elimination… 

Strongest Impact1. Sees the variant name2. Sees the brand name3. Takes on board key

messaging4. Prefers the look

Weakest Impact1. Doesn’t register brand name

despite huge size2. Ends up looking at

unimportant messaging

A clear communication hierarchy +

Pack elements organized by importance to your customer +

Information that is easy to understood +

Variety, assortment and product is easy to understand

Moodboard – Young Pro

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3

4

5

1

2

3

41

2

1

2

3

4

5

1

2

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41

2

A clear communication hierarchy +

Pack elements organized by importance to your customer +

Information that is easy to understood +

Variety, assortment and product is easy to understand

75% – 95%

In summary…. Special impacked take-aways...

contact

Put your customers unconscious mind and where they buy at the heart of the process

Remember they're hard-wired to notice only what is different and easy to understand

Track to see how your customer really understands

react

Know thy selfBefore you start, build a

brand personality, pumped by a strong 'Brand Heart’

Your packing design will only succeed if you have a strong creative agency brief

attract

The secrete is to say more with less (be more focused)

Ensure a clear communication hierarchy, organized by what's important to your customer

'impacked' the emotional connection between your brand and customers

Thank you...

contact us to add impacked to your brand

info@red.tm

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