Mar5007 packaging

Packaging

Why is it so critical? It is the last marketing communication

we see before making the purchase decision.

Packaging

A great deal of FMCG products are not heavily advertised and rely on shelf position and attractive package design.

Packaging

Up to 51% of purchases are unplanned and influenced by packaging design.

Packaging

We often buy the packaging – relying on the photo/graphics to aid our decision.

Packaging

Product quality is not only assessed by usage experience, but also from the quality of the packaging design and aesthetics.

Packaging

When shopping under time pressure packaging graphics/pictorials/brand were key factors aid consumers decision making. Further more unplanned purchases were made.

Packaging

Asymmetry Writing on left, Pictures on the right

allows information to flow to the side of the brain in which it is analysed. Does not require information to be re-routed in the brain

Packaging

Positioning and Package Design Products directed toward A/B’s at high

price require cold dark colours

Products directed to price sensitive C2/D’s require light colours, mainly white.

Safe and Patriotic products are mainly coloured in red.

Packaging

Positioning and Package Design For expensive elegant products – roman, bold, upper case

with expandedcharacters

For accessibly priced products serif and sans serif.

Products aimed at C1/C2’s have graphic forms that include waves, curves &

asymmetrical composition with many elements

Products aimed at A/B’s have graphic forms straight lines &

Squares composed around a single element.

Packaging

Positioning and Package Design Food and products to A/B’s pictures of

the products are important

C1/C2’s prefer pictures of people on the packaging

Packaging

Brands that show packaging on sale or in use score more highly on Brand Recall

Packaging

Packaging updates add positively to brand evaluations

Packaging

Blacks; Silver – serious; wealth: quality

Gold wealth

Packaging

Purple – Quality; exclusiveness

Packaging

Females prefer lighter shades/pastels

Packaging

Younger People – bright colours and vivid contrasts

Packaging

White – purity; clean

Packaging

Orange – Vitality; Youthful; Cheap

Packaging

What emotion is evoked by green packaging?

Packaging

Shape Schoormans etal (2009) Found that

novel and shapes derived from other shapes were important in consumer preference.

Packaging

Silayouit & Speece (2007) Suggest the contrary that familiar and reliable shape are preferred

Packaging

Garber et al (2009) Found that shape influenced consumers

perceptions of quantity – elongated shapes were thought to contain more product.

Interestingly previous research has found that the larger the pack the greater the usage of the product

Packaging

http://www.dailymail.co.uk/femail/article-2235384/Are-Yemmie-How-Young-Educated-Millennial-Mothers-demand-hipster-health-food-altering-face-packaging.html

Whitehouse and Cox

Now that you have studies some aspects of packaging please make some recommendations for Whitehouse and Cox.

Please make sure the JUSTIFY your recommendations.

Bring some notes to this week’s seminar.