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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.