How to improve your packaging design using eye tracking research
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How to improve your packaging design using eye tracking research

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red brand builders and Cimigo Marketing Research share a 3-step packaging design and eye-tracking research process to add impact (tm) to your packaging on the shelf.

red brand builders and Cimigo Marketing Research share a 3-step packaging design and eye-tracking research process to add impact (tm) to your packaging on the shelf.

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How to improve your packaging design using eye tracking research Presentation Transcript

  • 1. Is your packaging addingpreference, premium &profit to your brandon the shelf?
  • 2. What is your packaging?
  • 3. Packaging is the complete“embodiment” of yourbrand personality – without it,your products wouldnt sell
  • 4. Research shows that 85% ofproducts that get picked up areultimately sold
  • 5. What is your brand?
  • 6. Your brand is simplyyour customers gut feeling 75% – 95%about your product, service orcompany
  • 7. The key to your brand’simpacked is it’semotional connectionwith your customers
  • 8. What is eye-tracking?See what the Stand out Customer from the Sees Crowd
  • 9. Seeing is believing… Our small portable device uses IR to gauge exactly what is looked at, for how long, and in what order. Enabling you and your creative team to choose executions that have maximum “impacked”.
  • 10. In three steps, we will help youimpacked the emotionalconnectionbetween your brand andcustomers, through packaging andeye-tracking
  • 11. Well use the followingcase studies and sharesome world-classexamples of packagingthat’s working…
  • 12. Making it sizzle...Eye-tracking proved redesignimpact: 91% noticed brand name first. 26% found pack in 4 seconds. Both were significant improvements.“Wright’s new brand identity significantlyincreased our findability on shelf. It also hadthe highest ratings on Purchase Intent”Harold Heinze, Senior Director of Marketing
  • 13. Don’t feel blue...P&G’s Pantene Aqua Light wasnot being seen. They wanted totest a new design utilising blueblocking to raise noticeability.Eye-tracking proved it.“You cannot close the sale unless somebodyhas seen the package first on the shelf. Witheye tracking, you can determine if you arestopping consumers with your product”Christian Simms , AD CMK at P&G
  • 14. Don’t chew on it...Eye-tracking identified keystrengths of new packagingdesign concept. It ensuredconsumers took away the keymessage and identity.Data supplied by Cadbury showed that thenew design out-sold the original within 2.5months.
  • 15. STEP ONE contactLet’s make contactwith your brandscape
  • 16. You customers brain is wiredto filter out information (clutter)Your customers only buy brandsthey can identify and understand
  • 17. Your customers brain is hard-wired to noticeonly what is different
  • 18. The most successful brandsprovide customers with answersto why they should buy, beforethey’ve realized it
  • 19. What grabs yourcustomers attention?The Top 4 attentiongrabbers…
  • 20. 1. Colour 75% – 95%
  • 21. 2. Pack shape / graphic shapes 75% – 95%
  • 22. 3. Imagery / symbols 75% – 95%
  • 23. 4. Wording / typography / numbers 75% – 95%
  • 24. Hows your current packagingworking? 75% – 95%How does it compare to yourcompetitors on your shelf?
  • 25. Be seen...How do people scan their environment?What makes their gaze linger or capturestheir attention?“Having done multiple tests on a brand you build awealth of cumulative knowledge. That truly helps inthe design process. In the course of eye-tracking wealso identified weaknesses versus competitors thatwe didn’t even know existed.”Pamela Waldron, Global Director of Insights at J&J
  • 26. Be seen...
  • 27. Be seen...
  • 28. Be inspired...The “rules of thumb” of consumer choicesthat need to be incorporated into a design Heuristicsto maximise impact.Leverage the “meaning” behindcolour, shape, graphics, imagery & Semioticsassociation.“Qualitative research will lead to key directions fordesign creative and ensure pack design moves inconjunction with consumer behaviour. Heuristics &Semiotics are consumer-choice de-coded.”
  • 29. STEP TWO react 75% – 95%We define what your brand willstand forAnd how it will build an emotionalconnection with your customerson the shelf
  • 30. Competitors will copy your products, cutprices and target your customers
  • 31. But strong brands rise above thesechallenges by building that instant emotionalreaction with their customers
  • 32. Your customers react to brands exactly thesame way they react to people (personalities)
  • 33. Strong brands, just like strongpeople, have strong, consistent,trustworthy personalities
  • 34. The brands customers choose toeat, drink, wear, play and live with help themto define who they are - to themselves andeveryone
  • 35. At the heart of strong packaging… – 95%Is a strong brand + 75% personality +With a strongPumped by a strongBrand Heart
  • 36. STEP THREE attract 75% – 95%We create your brand personalityexpressions (packaging design):
  • 37. Fact - breaking through the visual clutter ofyour competition is key
  • 38. Fact - too much packaging hastoo much information
  • 39. Fact - the secret to creating impacked isfocus, focus, focus
  • 40. Key packaging elements yourcustomer will need to de-code 75% – 95%include:
  • 41. 75% – 95%Variant, Net weight, ExpiryDate, Hazards, Directions, Dosage, Barcode, etc, etc
  • 42. Designing your packagingrequires… 75% – 95%
  • 43. A clear communication hierarchy +Pack elements organized by importance to 75% – 95%your customer +Information that is easy to understood +Variety, assortment and product is easy tounderstand +
  • 44. A process of focus… 75% – 95%and elimination…
  • 45. Weakest Impact Strongest Impact1. Doesn’t register brand name 1. Sees the variant name despite huge size 2. Sees the brand name2. Ends up looking at unimportant 3. Takes on board key messaging messaging 4. Prefers the look
  • 46. A clear communication hierarchy +Pack elements organized by importanceto your customer +Information that is easy to understood +Variety, assortment and product is easyto understand
  • 47. Moodboard – Young Pro
  • 48. 3 1 51 4 3 2 1 4 2 2
  • 49. 3A clear communication hierarchy + 1 5 1 4 3 2Pack elements organized by importanceto your customer + 1 4 2Information that is easy to understood + 2Variety, assortment and product is easyto understand
  • 50. In summary…. 75% – 95%Special impacked take-aways...
  • 51. contact Put your customers unconscious mind and where they buy at the heart of the process Remember theyre hard- wired to notice only what is different and easy to understand Track to see how your customer really understands
  • 52. react Know thy self Before you start, build a brand personality, pumped by a strong Brand Heart’ Your packing design will only succeed if you have a strong creative agency brief
  • 53. attract The secrete is to say more with less (be more focused) Ensure a clear communication hierarchy, organized by whats important to your customer impacked the emotional connection between your brand and customers
  • 54. Thank you...
  • 55. contact us to add impacked to your brandinfo@red.tmred.tm