Catalpha Packaging has put together an infographic of what goes into the thinking behind their great packaging design work. Just what is going on in the mind of your customer? That’s a question all brand managers are trying to discern. If you knew more about your customer, you would know about what appeals to them and the reasons they may reach for your brand before your competition. This quick read lays out many factors that you should know when designing your packaging. It also gives an overview of the types of packaging and where they fit on the cost scale and the process Catalpha uses to determine the best shape, structure, and design for a package design.
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NEW RETAIL PACKAGING DESIGN INFOGRAPHIC LEVERAGE YOUR PACKAGING DESIGN TO INCREASE SALES Consumer Purchasing Decisions Are Made In A Matter Of SECONDS! Given how many different brands exist in each product category, marketers must make their brands POP in-store or shoppers will switch. Category shoppers actively see and consider only about 50% of the brands on the shelf... With new products seen less than 33% of the time. If shoppers don’t find what they’re looking for in 8-10 seconds they will often walk away. ON IMPULSE 20% impulsively buy in categories they had no intention to buy from before entering the store. 80% of all purchases in certain product categories are impulse buys. PACKAGING TO Stimulate Shopper Engagement KNOW YOUR BRAND Your package is the main voice in front of a consumer at the point of purchase. It is important that your package: Scream Your USP Short and sweet - what consumer pain point does your product remedy and how does it do it— that’s your Unique Selling Proposition! Convey Your Brand Promise Make sure you deliver on selling point with a quality product. Promote Brand Loyalty Give your consumer a positive product experience and make them repeat buyers. EMOTIONAL MOTIVATORS Consumers use up to 8 different emotions when deciding to buy. Getting to know your audience and skewing the package design to their mindset is part of the battle. 9% Want To Have Fun “I love shopping—it’s my hobby!” 9% Avoiding Remorse “Shopping is a chore, so I buy what’s’ easiest and trusted.” 10% Frustrated “I just want to buy and be done.” 11% Know It All “I’m just getting information right now.” 12% Me First “Cool!! I have to be the first to have it!” 16% I’m Special “I expect a top-notch experience—so treat me that way!” 17% Decision Anxiety “Hmmm..choices, choices. I need some time to decide.” 20% Validation “Everyone says this is the best… I’ll take it!” SCOPE OUT THE COMPETITION Research reveals that even small changes in a products’ appearance and presentation can dramatically impact shopping behavior and sales conversion. The Competition Knowing what your peers are doing is critical–studying what works for the best of category as well as what is holding back low performers can yield good clues on what direction might benefit your brand. Category Trends Keep an eye out for trending cycles in your category—some but not all may be with a closer look. Shopping Environment Visual tracking studies show that shoppers will typically pause in a retail department for just 3-4 seconds and fixate on 8-10 different shelf locations before moving on. 1 in 10 shoppers will switch Brands inside the store. Millennials and Gen X shoppers are the ones most interested in new product discoveries. A distinctive package was shown to improve brand find-ability from 20-40%. 10% of shoppers who have every intention of buying will leave the category empty handed. Packaging Types Cost Considerations The decision on what type of package best fits your product is in most cases cost driven. Size + Material + Quantity = Cost But with careful consideration, there is a package type to fit nearly any product. Every packaging method has its own pros and cons plus factors such as size, material and quantity that weigh in on final cost. All things being equal, a typical scale in cost for packaging a product in various ways may look like this: LABEL HEADER CARD STOCK CLAMSHELL SLEEVE / WRAP PAPERBOARD BOX CORRUGATE BOX CUSTOM CLAMSHELL $$$$$$$$$$$$$$$$$$$$ LABEL: ✔ Great for when your product IS your package ✔ Can be made to look high-end with metallic foil or a die-cut shape HEADER CARD ✔ One of the most affordable forms of packaging ✔ Often stapled to vinyl bag containing product STOCK CLAMSHELL ✔ Used when low quantity and plastic packaging are desired ✔ No mold or set up charges for a custom clamshell SLEEVE / WRAP ✔ Used when the product may need to be exposed or touched ✔ Less cost than a complete box PAPERBOARD BOX ✔ Prints great, affordable for low to mid-range quantities ✔ Can include unique folds, windows to stand out on the shelf CORRUGATE BOX ✔ Best for products that have weight or require the protection of corrugate ✔ Looks great litho or flexo printed CUSTOM CLAMSHELL ✔ High start up costs. Requires molds and machinery to do the final packing ✔ Gives great product view-ability Consider if your product requires any special needs, as this may dictate a package type: Large or Micro Size Odd shape Excessive Weight Food Grade Material Temperature Considerations Dispensing Needs Eco Friendly Low Print Run And not to be minimized - How do you want it to present to your audience? THE PATH TO PROFESSIONALLY DESIGNED PACKAGING Whether you are starting from scratch or building on an existing brand image, most package design will require the following professional services: Structural Dieline The dieline is the structural drawing that your package design will be applied to. It takes into consideration how product will be displayed (shelf, hanging), weight and sizing requirements, user experience (window, poke hole) as well as folding, gluing and printing considerations. This is your ‘base’ for all packaging design decisions. Text Making sure your product’s USP (Unique Selling Proposition) is concise and resonates with your intended audience. What does your customer need to know about your product to make their decision? The correct amount of copy is enough to convince but not too much to confuse. Photography Good photography is a must for almost every package design, especially food products. Unless you are a professional, I suggest you hire a photographer that can make your product looks its best. Remember, clear and convincing images make an emotional connection to the consumer. Required Elements Make sure you’ve got the required info you need. Regulatory requirements, UPC, disclaimers and warnings. Reprints are expensive and time consuming. Design & Layout Having all the pieces is one thing, but pulling it all together in a coherent AND branded design requires proven marketing knowledge of layout, color and typography. Printing The final step, but a major one. We all want the most for less, but the right printer can make or break all your hard work. Pull your printer into the packaging design process at the beginning. That way, everyone will be working for the same outcome. Sources: Deloitte, Digital Democracy Survey, April 2014 http://www.guided-selling.org/8-emotional-states-that-influence-purchase-decisions/ http://www.smith.co/assets/docs/SMITH-POV-8-modes-of-shopping-report.pdf https://kelley.iu.edu/Marketing/Research/Recent%20Publications/page10756.cfm?id=50454 http://www.wpp.com/wpp/marketing/consumerinsights/shopper-decisions-made-instore/ https://www.projectnosh.com/news/2015/the-drivers-behind-shoppers-purchasing-decisions/ Identifying the Drivers of Shopper Attention, Engagement, and Purchase by Raymond R. Burke* & Alex Leykin