how to improve your packaging design using eye tracking research
DESCRIPTION
red brand builders and Cimigo Marketing Research share a 3-step packaging design and eye-tracking research process to add impact (tm) to your packaging on the shelf.TRANSCRIPT
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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41
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1
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41
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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...
