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 de...
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 a...
Packaging
 When shopping under time pressure

packaging graphics/pictorials/brand were key
factors aid consumers decision...
Packaging
 Asymmetry
 Writing on left, Pictures on the right allows

information to flow to the side of the brain in
whi...
Packaging
 Positioning and Package Design
 Products directed toward A/B’s at high price

require cold dark colours
 Pro...
Packaging
 Positioning and Package Design
For expensive elegant products – roman, bold, upper case with expanded
characte...
Packaging
 Positioning and Package Design
 Food and products to A/B’s pictures of the

products are important
 C1/C2’s ...
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 consum...
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

t...
Packaging
 http://www.dailymail.co.uk/femail/articl

e-2235384/Are-Yemmie-How-YoungEducated-Millennial-Mothers-demandhips...
Whitehouse and Cox
 Now that you have studies some aspects of

packaging please make some
recommendations for Whitehouse ...
Upcoming SlideShare
Loading in …5
×

Mar5007 packaging

1,106
-1

Published on

Published in: Business, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,106
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mar5007 packaging

  1. 1. Packaging  Why is it so critical?  It is the last marketing communication we see before making the purchase decision.
  2. 2. Packaging  A great deal of FMCG products are not heavily advertised and rely on shelf position and attractive package design.
  3. 3. Packaging  Up to 51% of purchases are unplanned and influenced by packaging design.
  4. 4. Packaging  We often buy the packaging – relying on the photo/graphics to aid our decision.
  5. 5. Packaging  Product quality is not only assessed by usage experience, but also from the quality of the packaging design and aesthetics.
  6. 6. Packaging  When shopping under time pressure packaging graphics/pictorials/brand were key factors aid consumers decision making. Further more unplanned purchases were made.
  7. 7. 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
  8. 8. 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.
  9. 9. Packaging  Positioning and Package Design For expensive elegant products – roman, bold, upper case with expanded characters  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.
  10. 10. 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
  11. 11. Packaging  Brands that show packaging on sale or in use score more highly on Brand Recall
  12. 12. Packaging  Packaging updates add positively to brand evaluations
  13. 13. Packaging  Blacks; Silver – serious; wealth: quality  Gold wealth
  14. 14. Packaging  Purple – Quality; exclusiveness
  15. 15. Packaging  Females prefer lighter shades/pastels
  16. 16. Packaging  Younger People – bright colours and vivid contrasts
  17. 17. Packaging  White – purity; clean
  18. 18. Packaging  Orange – Vitality; Youthful; Cheap
  19. 19. Packaging What emotion is evoked by green packaging?
  20. 20. Packaging  Shape  Schoormans etal (2009) Found that novel and shapes derived from other shapes were important in consumer preference.
  21. 21. Packaging  Silayouit & Speece (2007) Suggest the contrary that familiar and reliable shape are preferred
  22. 22. 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
  23. 23. Packaging  http://www.dailymail.co.uk/femail/articl e-2235384/Are-Yemmie-How-YoungEducated-Millennial-Mothers-demandhipster-health-food-altering-facepackaging.html
  24. 24. 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.

×