You can’t create a great package if you don’t know how design works. And you can’t create a great package if you don’t know how packaging affects your consumer. There are 3 key responses that need to be won for retail success: visual, rational and emotional.
Visual Response
Without visual response you don’t have a chance of winning the other 2 responses. Colors, shapes, words and images work together to affect consumers. The right composition will pop off the shelf! It will stand apart from the surrounding packages.
Consumers are visually bombarded as they travel down aisles on their quest to find the item(s) on their list. The first point of contact is the product package. There is only 3 seconds to get the attention to stop the consumer. In the aisle is where you discover how well your brand is recognized. Shapes and color are at the core of your brand identity. The unique configuration of the color and symbol of your logo boosts recognition and can draw the attention of the busy shopper. A memorable example of how shape impacts in aisle is the Method line of soaps. Method’s launch was completely reliant on the distinct shaped bottle.
The stimulus of your visuals on the package affects shopper’s perceptions of your product and defines the brand persona. To achieve maximum impact requires consistent, long-term exposure that is why most big brands have graphic guidelines. When you publish brand guidelines responsibility of maintaining visual consistency extends to all company employees and vendors. Brand persona is a core component of long-term success.
Rational Response
The information provided on the package feeds the rational need of the consumer to have facts for evaluating need to purchase. Straightforward, targeted messages are powerful and more effective that a cluttered design that tries to appeal to a wide audience.
Three focused statements that clearly differentiates the brand and product from its competitors supplies the data a consumer needs to rationalize the choice.
Emotional Response
The emotion that the package draws from the consumer is the most important response. Every decision we make has is driven by emotion. The package visuals and factual content affects the consumer’s perception of the brand. The emotional
Response becomes an important in developing brand response and loyalty.
The color, shapes, symbols and messages work together to evoke a variety of feelings. Long-term success is dependent those emotions becoming bonded to the brand. Be mindful that consumer perceptions of brands are ever evolving as time and innovation changes our lives so brands messaging evolve to stay relevant and impactful.
Some brands use nostalgia to amplify and extend their impact on consumer emotions. The classic glass coke bottle, its shape and red color make a promise to the loyal consumer of it’s quality and taste.
Though emotional response is the most important it depends on visual and rational to have the full impact on consumer perception. Not all consumers respond the same way because their needs are not al alike. That is why we have fans loyal to Apple and others loyal to Microsoft, Coke versus Pepsi. Variety is the spice of life and competition. Don't miss your opportunity to stand out in aisle and build your consumer loyalty.
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