You Have 20 Seconds, or Less, to Live.

When consumers make purchase decisions, they’re spending anywhere from 10 to 20 seconds – according to surveys and research conducted by consumer behavior experts. Furthermore, studies show that consumers ignore up to 2/3 of category products when they shop. That kind of statistic points to just how difficult it is to successfully package consumer products. It clearly demonstrates why so many products fail at retail.

No matter how compelling consumer product marketing might be, the actual sale is made at the retail shelf. Packaging is the tangible representation of brand and product, and if it fails to make an impression, it adds up to numerous lost sales. Even worse: it loses a valuable opportunity to build brand recognition and equity.

The first thing we need to realize is that packaging is about selling first. Brand communication and persuasion is job #1. Not aesthetics. Package designers and marketers may ooh and aah over beautiful packaging, but remember: beauty is in the eye of the beholder. It’s subjective and each consumer responds differently to aesthetics.

Communication sells but it has to be the right kind of communication. It has to be grounded in an effectively conceived and managed brand strategy. When consumers approach the retail shelf, even brand loyalists are increasingly assessing which product to buy, seeking the optimal value for their money thanks to recent economic downturns. Consumers need compelling reasons to choose one brand over the rest, especially now that they’ve shifted, spending fewer dollars and becoming far more selective.

Unless consumers are die-hard loyalists for a particular brand, the product has a few seconds to live – or die – that’s how important it is to get the messaging and key packaging elements right.

Here’s how to achieve packaging that sells:

• Use one simple, overriding message that really resonates.
• Develop fewer product points that are direct and simple to assimilate.
• Uncover core messaging the consumer immediately responds to on an intellectual and emotional level.
• Strive for an ownable, unique package structure, color, and/or strong graphic cue as differentiators.
• Develop a well-planned package design system; one-off package designs lead to a lack of brand cohesiveness.
• Establish effective product segmentation that makes the product line more convenient to “shop”; conveying value to consumers and making purchase far more likely.

All of these strategies lead to increased consumer visibility and brand recognition. Great packaging refers back to the brand in convincing fashion; making the differences between it and its competitors plain to see in a scant few seconds.

Examples? Garnier Fructis hair care – how effective is that lime green packaging when color blocked at retail? The big red “K” on Kellogg’s Special K products – how effective a brand identifier is that on a simple white package? How well has that been used to extend the brand into new product categories besides cereal? Remember: these two brands deliver a simple, well-crafted single brand message. Garnier Fructis: natural fruit-based oils for optimal hair care and shine. Special K: nutrient rich cereal grains that help consumers lose and maintain a healthy weight. How meaningful is that?

Hasbro’s Transformers “robots in disguise” brand points the way to successfully packaging boys action toys for over 25 years. How hard is it to make toys fresh and appealing year after year for generations of kids? How about how Hasbro has also leveraged the power of Transformers as a lifestyle licensing program? Kids everywhere recognize their favorite Autobots and Decepticons at a glance. Trend-oriented design elements, a powerful brand identity, bold color palette and aggressive typographic treatments say “Transformers” and only “Transformers”.

Minute Maid does a good job with product segmentation, making it easy for consumers to find their favorite varieties. Yet, there is a cohesive package system that makes the brand easy to spot and identify. When a recent package refresh was executed, Minute Maid brand managers made certain to keep heritage brand assets in place. The simple message sells: 100% Pure Squeezed Orange Juice and juice blends.

There is a “first moment of truth” when the consumer “votes” on the brand by purchasing it. Engaging with packaging leads to a “second moment of truth”. Adding convenience features, easy handling or storage properties go a long way in this regard. Or adding an element of surprise or enjoyment helps packaging deliver the product in a memorable way.

When product and package come together to deliver on the brand promise, magic happens. The consumer either affirms a brand if a first-time user, or reaffirms it in their minds because it continues to deliver a positive or enjoyable experience.

Ultimately, packaging has to be judged on how it affects consumer purchasing behavior. If packaging isn’t a huge asset in selling product and cementing brand loyalty at retail, it simply isn’t effective, no matter how pretty it is.

 

About the Author

Ted Mininni is President and Creative Director of Design Force, Inc., the leading package and licensing program design consultancy to the consumer product and entertainment industries. Ted's articles have been published in many noteworthy trade and marketing publications, in print and online, such as such as Brandweek, Adweek, Playthings Magazine, Brand Packaging Magazine, Package Design Magazine, Packaging Digest, brandchannel.com, TheDieline.com, MarketingProfs.com, License Magazine and Shelf Impact!, among others. Ted’s articles have also been picked up by international business blogs in Asia, Europe, Africa and the U.S. He is also an ongoing contributor to MarketingProfs.com’s “Daily Fix” blog, POP Online and Beverage World Magazine.

To contact Ted, please call 856.810.2277 x10, or send an email to tmininni@designforceinc.com.