‘How to’ improve your packaging with our CogniPack tool

Did you know that the majority of new products fail to find long-term success? Your products packaging has an important role to play whilst being on the shelf, not only for the company, but also their customers. For example, functions related to marketing, sales and brand awareness. In a study, 72% of customers “say that the design of a product’s packaging often influences their purchase decisions”. If you’re not already paying attention to your packaging, its time to start.

Maximise behavioural nudges on your pack to increase sales

There are three key elements to successful packaging and they all have different drivers. You pack needs to first draw attention, then needs to engage the shopper and finally close the sale. The design elements you need to consider for attention differ from those for engagement and conversion. So it is important that during the development stage you choose a test that measures all three to give you the maximum chance of success.

Baring in mind, more than 7 in 10 shoppers say that packaging influences their purchase decisions, its essential you’re taking this on board. Packaging is not just from a functionality standpoint but also from sales and marketing. Our Packaging Optimiser allows you to understand how your pack performs within the retail context and in comparison to competitors.

Ensure your pack connects within those crucial 2 seconds

When consumers are faced with a large selection of product choices (both in-store or online), a primary factor in their decision-making process is a products packaging. When choosing which product is best suited for them, consumers have little information to go off (unless they have done prior research) and will react to colours, shapes and words without conscious thought. The majority of shoppers will choose a product with packaging that catches their eye. It is important to know what your key drivers are, especially against competitors.

Will your packaging connect in those crucial first 2 seconds? Asking consumers what they like about your pack misses a large proportion of the true selection process. In fact, often packs consumers say they like don’t work in store. We test your packs in a way that is congruent with how shoppers react in the context of competing products in-store to give you a more reliable measurement of pack performance.

Your packaging is often the first thing impression that someone gets of your company, and its crucial you make that first impression a good one.

The Pack Test built on the latest behavioural insight

The Packaging Optimiser uses a combination of advanced research techniques to measure how shoppers really react (both consciously and subconsciously) to your packaging. This innovative technique helps you to significantly increase attention, engagement and conversion levels – resulting in more sales. This tool is used for testing packaging designs as well as during new product development. Our Packaging Optimiser allows you to understand how your pack performs within the retail context and in comparison, to competitors.

Part of the reason that packaging can have such an effect on sales is that it influences people’s perceptions of products. Here is an example of a case study we received from a past client and the new insight we provided them with:

Brief:

A multi-national food manufacturer had launched a pack design that had tested well in standard pack testing (with another research provider). On launch the pack fell significantly behind the forecasted sales impact. Emotional Logic was asked to test a second redesign of the pack and confirm whether the design investment would generate a significant enough sales increase and improve shelf standout.

New Insight:

Eye tracking during the shelf test revealed which of the three new designs was attracting attention within those critical 2 seconds. It also clearly showed which pack design elements were getting the key messages across and converting shoppers. Due to our more detailed test results, we recommended a combination of elements from different designs that would increase standout and sales. This saved on the re-launch budget as pack changes were smaller than anticipated. The relaunched pack now achieves the required sales targets for the line.

Throughout this research we used a range of techniques such as eye-tracking which reveals what captures shoppers’ attention and what triggers pack engagement, message decoding to pinpoint the design elements responsible for conscious and subconscious pack messages and conjoint analysis which measures the impact individual pack design elements have on sales conversion. Emotional Logic can help you quantify sales impact of individual design elements as well as decode how your packaging attracts and engages with shoppers.

Whether you need insight to adjust your strategies for existing brands to the new normal or are thinking about launching new products we can help you get it right. Emotional Logic is a specialist behavioural insight agency and we offer a range of cost-effective research solutions to ensure your strategy connects with the constantly shifting needs of the consumer. Please get in touch for a free consultation.

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