Best Food Beverage Presentation 2015
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The document discusses designing compelling moments when consumers make purchase decisions. It notes that purchase decisions are made quickly and emotionally. Over 80% of the decision is made in 13 seconds or less, driven by the "Blink Factor" of packaging design. It emphasizes that brands must attract customers through an emotional connection, own the "Blink Factor" to influence purchases in the moment through packaging colors and shapes, and retain customers by making their product an ongoing experience beyond the initial transaction.
![| [Client] | [Date]2
The decision to purchase is
driven by emotion and made
in the blink of an eye. We call
this the ‘Blink Factor’ and it
forms the bedrock of how
brands are purchased.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Best Food Beverage Presentation 2015
- 2. | [Client] | [Date]2 The decision to purchase is driven by emotion and made in the blink of an eye. We call this the ‘Blink Factor’ and it forms the bedrock of how brands are purchased.
- 3. | [Client] | [Date] 80%Of the at-purchase moment is decisive
- 4. | [Client] | [Date] 13 Seconds to Make a Product Decision http://www.nielsen.com/us/en/insights/news/2015/make-the-most-of-your-brands-20-second-windown.html
- 5. | [Client] | [Date] Package design is your most effective and measurable marketing tool
- 6. | [Client] | [Date] 30% Sales Drop
- 7. Title Text 30% Sales Increase
- 8. | [Client] | [Date] WHY?
- 9. | [Client] | [Date]9
- 10. | [Client] | [Date] Effectiveness = Influence
- 12. | [Client] | [Date] ATTRACT
- 13. | [Client] | [Date] 50% Average Unplanned Store Purchases
- 14. | [Client] | [Date] •Young, unmarried adult households with higher incomes do 45% more unplanned buying. • Households led by an older person and those that have larger families do 31% to 65% less spontaneous purchasing. •Unplanned purchasing goes up by 44% if the shopper goes to the store by car instead of on foot. http://knowledge.wharton.upenn.edu/article/not-on-the-list-the-truth-about-impulse-purchases/
- 15. | [Client] | [Date] 90% Of All Purchase Decisions Made Subconsciously
- 16. | [Client] | [Date] Hotspex Emotivespex TM evaluation model
- 17. 75 62 54 54 51 51 50 49 46 45 amazon.com iBooks CVS Macy's ebay.com Top Emotive Tier A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
- 18. A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013 30 29 26 25 25 23 16 16 7 7 barnesandnoble.com drugstore.com* cvs.com Sears sears.com Bottom Emotive Tier
- 19. Own a Single Emotion
- 20. Emotional Connection Value Source: Scott Magids, Alan Zorfas, and Dianiel Leemon, From: “The New Science of Customer Emotions”, November 2015 52%Average Higher Differentiation
- 21. | [Client] | [Date] TRANSACT
- 22. Emotional Connectors: Visuals 40%Of all connections are visual 80%Are color and shape
- 23. Complexity of Choice 60,000Products in a supermarket
- 24. Own a Shape
- 25. “Blink Factor” = Color
- 26. Title Text
- 27. Title Text
- 28. | [Client] | [Date] RETAIN
- 29. | [Client] | [Date] From Product to Experience Source: Shikatani Lacroix Millennial Engagement Study, 2015
- 33. At-Home In-Car On-the-Go From Product to Experience
- 34. From Product to Experience
- 35. | [Client] | [Date] Take Away ATTRACT: • Creating a single “emotional attract” strategy for your brand TRANSACT • Own the “Blink Factor” for your packaging RETAIN • Make it an experience
- 36. | [Client] | [Date] www.sld.com