With the growth of brands and the complexity of choice facing consumers, brands are challenged to effectively stand out and engage customers in the split- second it takes to make a buying decision. The Blink Factor is a process of better understanding how consumers connect with brands and which elements of your package design should be better leveraged.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The recent market meltdown that has seen the elimination of 50% of the wealth and value of corporations shows no sign of significant improvement. Most analysts warn that the market is in a very precarious position and could easily regress to its original dangerous state. At the same time, the US government intervention and
involvement as investor and regulator is challenging the level of freedom of corporations – the foundation of its global market dominance. Adversity in the capital markets has identified the vulnerability of the current business approaches of some of the largest Fortune 500 corporations, leading to the demise of well-established brands and organizations.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The recent market meltdown that has seen the elimination of 50% of the wealth and value of corporations shows no sign of significant improvement. Most analysts warn that the market is in a very precarious position and could easily regress to its original dangerous state. At the same time, the US government intervention and
involvement as investor and regulator is challenging the level of freedom of corporations – the foundation of its global market dominance. Adversity in the capital markets has identified the vulnerability of the current business approaches of some of the largest Fortune 500 corporations, leading to the demise of well-established brands and organizations.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The concept of glocalization and its incorporation in global brands’ marketin...inventionjournals
Over the past decades,multinational corporations‘ marketing activities were oriented towards brand globalization, which meant promoting, integrating and selling their standardized, uniform products and services across markets worldwide. However, nowadays, international brands are facing new challenges, one of them being to adapt to the conditions, socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socio-economic backgrounds, thus changing their perspective from „global‖ to „local‖ (leading to the ―glocal‖ approach).In this paper, we will be defined the concept of ―glocalization‖ within a theoretical framework, referring to research studies from previously published literature conducted by other authors, while attempting to demonstrate how adopting a glocal strategy (combining a corporation‘s global strategy and developing products and services customized in order to appeal to the society members of a specific market) can lead to brand equity increase, as well as sales growth.
Revisiting Marketing Mix: Study of Evidences for Investigating Innovative Rol...scmsnoida5
With increasing complexities of intense
competitive market there is an evident emerging
need for change in mechanisms of marketing.
Out of all the most promising is the convergence
of company and the customer. This synergy
is innovatively utilized by companies in cocreating
and this has been possible mainly
because of the platform provided by Information
Technology. Thus this paper highlights the role
of Information Technology and how it can be
leveraged for enhancing customer value by laying
strong foundation for co-creation of product,
price, place and promotion through continuous
interaction between the communities of customers
and company. The paper discusses the market
evidences of several companies who have been
successful in re-creating 4P’s of marketing with
the innovative usage of Information Technology.
This paper also intends to propose an algorithm
to model interaction between technologically co-created 4P’s and its impact on company’s profit
using Agent Based Modeling.
For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Interbrand, the world’s leading brand consultancy, publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. This year, the total value of all 100 Best Global Brands is USD $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.
In addition to identifying the top 100 most valuable global brands, this year’s Best Global Brands report also examines the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
The thorniest question in brand strategy is how to keep growing. At some point in the life of a successful brand, marketers will feel the pressure to extend its success by “leveraging” the brand into other offerings. Brand extensions can make a lot of sense, if the original brand has positive associations for customers.
Making a face: Graphical illustrations of managerial stances toward customer ...Ian McCarthy
Creative consumers – consumers who adapt, modify or transform a proprietary offering – represent an intriguing paradox for business. On the one hand they can be a black hole for future revenue, with breach of copyright and intellectual property, while on the other hand they represent a gold mine of ideas and business opportunities. This problem is central to business – business needs to both create and capture value; the problem is that creative consumers demand a shift in the mindsets and business models of how firms both create and capture value. We develop a typology of firms’ stances to creative consumers based upon their attitude and action towards customer innovation. We then consider the implications of the stances model for corporate strategy, and examine a three-step approach to dealing with creative consumers, namely, awareness, analysis and response.
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
The concept of glocalization and its incorporation in global brands’ marketin...inventionjournals
Over the past decades,multinational corporations‘ marketing activities were oriented towards brand globalization, which meant promoting, integrating and selling their standardized, uniform products and services across markets worldwide. However, nowadays, international brands are facing new challenges, one of them being to adapt to the conditions, socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socio-economic backgrounds, thus changing their perspective from „global‖ to „local‖ (leading to the ―glocal‖ approach).In this paper, we will be defined the concept of ―glocalization‖ within a theoretical framework, referring to research studies from previously published literature conducted by other authors, while attempting to demonstrate how adopting a glocal strategy (combining a corporation‘s global strategy and developing products and services customized in order to appeal to the society members of a specific market) can lead to brand equity increase, as well as sales growth.
Revisiting Marketing Mix: Study of Evidences for Investigating Innovative Rol...scmsnoida5
With increasing complexities of intense
competitive market there is an evident emerging
need for change in mechanisms of marketing.
Out of all the most promising is the convergence
of company and the customer. This synergy
is innovatively utilized by companies in cocreating
and this has been possible mainly
because of the platform provided by Information
Technology. Thus this paper highlights the role
of Information Technology and how it can be
leveraged for enhancing customer value by laying
strong foundation for co-creation of product,
price, place and promotion through continuous
interaction between the communities of customers
and company. The paper discusses the market
evidences of several companies who have been
successful in re-creating 4P’s of marketing with
the innovative usage of Information Technology.
This paper also intends to propose an algorithm
to model interaction between technologically co-created 4P’s and its impact on company’s profit
using Agent Based Modeling.
For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Interbrand, the world’s leading brand consultancy, publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. This year, the total value of all 100 Best Global Brands is USD $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.
In addition to identifying the top 100 most valuable global brands, this year’s Best Global Brands report also examines the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
The thorniest question in brand strategy is how to keep growing. At some point in the life of a successful brand, marketers will feel the pressure to extend its success by “leveraging” the brand into other offerings. Brand extensions can make a lot of sense, if the original brand has positive associations for customers.
Making a face: Graphical illustrations of managerial stances toward customer ...Ian McCarthy
Creative consumers – consumers who adapt, modify or transform a proprietary offering – represent an intriguing paradox for business. On the one hand they can be a black hole for future revenue, with breach of copyright and intellectual property, while on the other hand they represent a gold mine of ideas and business opportunities. This problem is central to business – business needs to both create and capture value; the problem is that creative consumers demand a shift in the mindsets and business models of how firms both create and capture value. We develop a typology of firms’ stances to creative consumers based upon their attitude and action towards customer innovation. We then consider the implications of the stances model for corporate strategy, and examine a three-step approach to dealing with creative consumers, namely, awareness, analysis and response.
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
Leveraging gamification in brand building strategies
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Find out how your brand can create the right emotional connection for Millennials
Millennials are entering an important life stage for banks, as this segment of the population is starting to build wealth while driving potential sales growth in financial products and services. This segment tends to use more primary banking products than Baby Boomers and carry a higher minimum balance in their checking accounts. An additional reason for the increased focus on this segment is based on the rapid growth in size versus other cohorts such as Baby Boomers. This study will translate the many research documents into an ideal Millennial Experience (MX) for the banking industry through our Omni Experience Model and will help define the role of physical branches versus online. http://www.sld.com
Breakfast briefing delivered to the ARC Retail Conference in September 2008. With the credit crunch beginning to bite, we focused on how retailers should be leveraging existing assets to create low cost, high benefit customer propositions.
How to leverage new ideas and engage customers
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Have you ever stopped to consider why some brands have cult following while others competing in the same segment have none? Why are Starbucks and Krispy Kreme brands gaining such strong consumer preference while others competing in the same category foster very little consumer loyalty? Do you ever wonder why such brands such as Tide and Tetley dominate their respective categories, year over year, irrespective of the competitive environment? It is important now more than ever to develop an integrated brand strategy, i.e., a clear brand identity that is consistent across all consumer touch-points.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
This is a document and concept written and developed by myself and other strategists at iCrossing. It focuses on the big shift in digital publishing, and the marketing imperative of brands becoming publishers to better connect in a highly interactive society.
Today, chief marketing officers are being challenged to demonstrate a strong marketing return on investment (ROI) in order to justify their efforts and expenditures. Since packaging is one of the marketing corner stones of most consumer package goods organization, the need to clearly understand the impact on sales and ROI has come to the forefront of discussions as part of companies annual operating planning process. The attention given to packaging is mainly due to its rise as a viable marketing tool in part, because former disciplines such as TV advertising have faltered. In addition, organizations have come to realize that packaging is the most effective marketing vehicle in connecting consumers with brands since it occurs at the moment of truth, the store shelf. Increased competition from store brands has also created a heighten need to focus more attention to packaging and determining its effectiveness in growing sales and margin.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
Banks have used automation to remove friction points for customers to great success. However, automation cannot replicate human interaction, which is more important when it comes to making big financial decisions. Banks have addressed convenience and are working on trust, building customers’ confidence comes next. This will require highly-skilled humans, with automation supporting them behind the scenes.
In this session, you will learn:
The importance of emotionally connecting with customers
The role the branch can play in creating these connections
The new tools available to respond to the fast pace changes in the marketplace
Advanced self-service capabilities and innovative new business processes are fine and good, but if your employees aren’t buying the concept of tech-driven service delivery, you can be sure they’re not selling it, either. Some never will, but others just need effective tools and training to come up to speed.
In this session, you’ll learn how the most successful branch transformations have turned tentative employees into enthusiastic tech ambassadors.
Join Jean-Pierre Lacroix, President of SLDNXT, for this insightful panel discussion on engaging employees in your branch transformation.
How to write a successful retail rollout design brief
The foundation of any design project is the design brief. The two major facets included in effective design briefs are the landlord/base building requirements and the client requirements. The information below briefly outlines the key elements required to rollout an existing retail design concept into a new or existing space.
What Makes a Successful Retail Rollout Design Brief?
A thorough design brief should provide the design team with all of the information required to execute the task as well as outline the full scope of the project including client expectations. The design brief should be focused on exactly what you want to achieve before any work on the project is started. http://www.sld.com
Recently, there have been a number of announcements in the world of food nutrition and product labelling in an attempt to better inform consumers about what they are eating. Updates to the Nutrition Facts U.S. Table. UK Traffic Light Labelling System. Google’s Nutrition Check Feature.
The study brings new insights on the steps that senior financial executives need to take
to enhance their career and how CFOs themselves can bridge their current position with one that reflects their evolving value and clearly features their potential to organizations to finally become trusted strategic advisors. Branding the CFO confirms the findings of the 2011 CFERF study Beyond the Numbers that the value of CFOs in interpreting and anticipating risk, being an objective advocate and understanding the greater business context were seen as critical to ensuring the success of businesses.
Did you know that companies with well-established loyalty programs have a healthier bottom line?
Are you looking for ways to establish or enhance your company’s loyalty program?
Strong loyalty programs move beyond points or rewards. A well-designed loyalty program results in incremental gains, turning a customer who spends $X, into a customer who spends $X plus Y% more.
In this webinar, you will learn:
• The 6 Cs of loyalty,
• The steps required to promote and market a loyalty program,
• How to avoid making the biggest mistakes when introducing a loyalty program,
• How branding can make a loyalty program more successful.
to enhance their career and how CFOs themselves can bridge their current position with one that reflects their evolving value and clearly features their potential to organizations to finally become trusted strategic advisors. Branding the CFO confirms the findings of the 2011 CFERF study Beyond the Numbers that the value of CFOs in interpreting and anticipating risk, being an objective advocate and understanding the greater business context were seen as critical to ensuring the success of businesses.
The Blink Factor is the ability to stand out and effectively communicate a meaningful and differentiated offering,
and must be present during the at-purchase moment to ensure maximum impact. Visual Communication in Branding. t is vitally important that consumers notice your brand, which can be difficult when surrounded by competitors and other visual stimuli.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
https://www.safalta.com/online-digital-marketing/advance-digital-marketing-training-in-noidaTop Digital Marketing Institute in Noida: Boost Your Career Fast
[3:29 am, 30/05/2024] +91 83818 43552: Safalta Digital Marketing Institute in Noida also provides advanced classes for individuals seeking to develop their expertise and skills in this field. These classes, led by industry experts with vast experience, focus on specific aspects of digital marketing such as advanced SEO strategies, sophisticated content creation techniques, and data-driven analytics.
Visual Style and Aesthetics: Basics of Visual Design
Visual Design for Enterprise Applications
Range of Visual Styles.
Mobile Interfaces:
Challenges and Opportunities of Mobile Design
Approach to Mobile Design
Patterns
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Connect Conference 2022: Passive House - Economic and Environmental Solution...TE Studio
Passive House: The Economic and Environmental Solution for Sustainable Real Estate. Lecture by Tim Eian of TE Studio Passive House Design in November 2022 in Minneapolis.
- The Built Environment
- Let's imagine the perfect building
- The Passive House standard
- Why Passive House targets
- Clean Energy Plans?!
- How does Passive House compare and fit in?
- The business case for Passive House real estate
- Tools to quantify the value of Passive House
- What can I do?
- Resources
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
1. white paper | April 2010
The Blink Factor ™
is your brand connecting?
2. white paper | April 2010 | The Blink Factor | 1
Shikatani Lacroix is a leading branding and design firm located in
Toronto, Canada. The company commission assignments from all
around the world, across CPG, retail and service industries,
helping clients achieve success within their operating markets. It
does this by enabling its clients’ brands to better connect with
their consumers through a variety of core services including
corporate identity and communication, brand experience design,
packaging, naming and product design.
About the Author
Jean-Pierre Lacroix, R.G.D., President and Founder of Shikatani
Lacroix
Jean-Pierre (JP) Lacroix provides leadership and direction to
his firm, which was founded in 1990. He has spent the last 30
years helping organizations better connect their brands with
consumers in ways that impact the overall performance of their
business. Mr. Lacroix was the first to coin and trademark the
statement “The Blink Factor” in 1990, which today is a
cornerstone principle to how brands succeed in the
marketplace. JP has authored several papers, has been quoted
in numerous branding and design articles and, in 2001 he co-
authored the book “The Business of Graphic Design” which has
sold over 10,000 copies. JP can be reached at
jplacroix@sld.com and you can follow his blog at:
www.belongingexperiences.com &
www.belongingexperiences.wordpress.com.
Other Articles and Books
Belonging Experiences
Managing Brands
Business of Graphic Design
3. white paper | April 2010 | The Blink Factor | 2
A world of confusion
Everything today is getting more complex and confusing, from
the growth of brands at retail to the blurring of retail boundaries
as marketers explore new opportunities to grow market share.
The rise of social media has added to the level of anxiety and
noise in the marketplace. In 2009, the average supermarket was
carrying more than 45,000 products, more than a triple digit
increase from 1980. A record-breaking number of new products
hit supermarket shelves in 2006, with a strong focus on good
health, according to the Mintel Global New Products Database.
Close to 182,000 products were introduced globally in 2006. Key
growth areas were mind, body and general good health. Almost
105,000 food and drink products were launched, and more than
77,000 non-food products.
Although the recession has cut new product launches in half
between 2008 and 2009, the number is still staggering for
consumers trying to make a buying decision at retail. A.C. Nielsen
conducted a study in 2009 that identified that although
manufacturers have significantly cut back investment in new
product launches, consumers’ purchase interest and value
perceptions for new products did not change significantly during
the same period. The complexity of choice at store level is
compounded by the fragmentation of the media with
conventional marketing channels’ R.O.I. being challenged by new
emerging social media vehicles that promote the values of
measurable results and lower cost per thousand. These new
channels to reach customers have eroded the effectiveness of
current marketing approaches while adding to the challenges
facing marketers. “How do I connect and engage consumers
more effectively in a new complexity of approaches?”
4. white paper | April 2010 | The Blink Factor | 3
Adding to the shift in marketing strategies
has been the need for consumers to feel in
control of their buying decisions, leverage
social media and the web as vehicles for
them to gain knowledge and unbiased
opinions on brands. A recent study
conducted by MarketingProfs, a social media
website dedicated to all things marketing,
identified that 27% of Gen Y and 19% of Gen
X cite the influence of Social Media Channels
while shopping online. It is interesting that
only 9% of the Baby Boomer’s generation are
influenced by social media as part of their
online shopping.
These statistics support an emerging behavior where consumers
are seeking new channels of knowledge to help guide them
through the complexity of choice. In a study conducted by social
networking site myYearbook, 81% of respondents said they
received advice from friends and followers relating to a product
purchase through a social site; 74% of those who received such
advice found it to be influential in their decision (Click Z, January
2010). 90% of consumers online trust recommendations from
people they know; 70% trust opinions of unknown users
(Econsultancy, July 2009).
Understanding Visual Shorthand
As markets become blurred and the abundance of choice
overwhelms consumers’ need to make decisions, the ability to
rely on quick visual reference points that provide a beacon in the
complexity of choice become more critical. In his book “Blink”,
Malcolm Gladwell identifies that humans have survived as species
for such a long time since we have been able to make quick
decisions on our survival.
5. white paper | April 2010 | The Blink Factor | 4
He notes that “thin-slicing” is the ability of our subconscious to
find patterns such as packaging graphics, a unique color or
shape based on a very limited amount of information.
In the design process of building strong brand recognition, we
have named this behavior “visual shorthand”, the ability of
consumers to make quick buying decision based on the
availability of few key visual elements of the packaging. The
importance for marketers and designers is to clearly understand
which of these key elements contribute to creating effective
split-second brand connections at store level. Our own brand
studies have identified that non-verbal visuals such as color,
shape or imagery play the most pivotal role in creating the right
visual shorthand that will drive brand recognition and preference.
Based on a study conducted in 2005 on “The importance of
packaging attributes: a conjoint analysis approach” - by Pinya
Silayoi Department of Packaging Technology, Faculty of Agro-
Industry, Kasetsart University, Bangkok, Thailand; and Mark
Speece School of Business, Public Administration and
Information Systems, University of Alaska Southeast - visual
imagery on the package is an essential attribute that drives
brand preference and selection. The study supports our own
firm’s experience through numerous client-based research
studies, that to be noticed at the point of sale, visuals on the
package can be a strategic method of differentiation, since a
picture is the most effective tool in creating emotional
connections. Based on a study by Underwood in 2001, research
identified that pictures are extremely vivid stimuli compared to
words and also are quicker and easier for consumers to process
in a low involvement situation.
6. white paper | April 2010 | The Blink Factor | 5
Pictures have always been the most effective vehicle for
educating children and also sharing the history of our culture and
values. The visual shorthand on packaging creates strong shelf
visibility, attracting attention and effectively connecting with
consumers on both the functional and emotive level. A well-
produced product image such as a smiling face, a pregnant
woman or an appealing food shot is likely to evoke memorable
and positive association with the product far beyond the written
product descriptions or claims.
Packaging must also support how
customers shop - as they scan
quickly across a store shelf within
a category that may easily contain
more than 300 products, the eye
is attracted by colors and shapes
that either reinforce a current
perception (a preferred brand) or
establish new aspirational
reflections that mirror the
consumer’s desired self-image.
Shelf studies conducted by our firm that included eye-scanning
technology by research firms such as Hotspex clearly identify the
location of visuals and shapes within a category and on given
packages play a critical role in ensuring the brand is
differentiated and retains strong visibility.
7. white paper | April 2010 | The Blink Factor | 6
The conjoint study provided conclusive evidence, thus validating
our ongoing belief that the four main packaging attributes found
to influence the consumer’s packaged food brand choice were
color and graphic design (combined), shape, product
information, and technology image (essentially, convenience).
The layout of verbal and visual elements was also included to
account for the impact of different positions of these two
elements on the purchase decision.
The conjoint results indicate
that packaging technology
(which conveys a message of
convenience and ease of use in
this study) plays the most
important role in consumer
likelihood to buy. The relative
importance of this attribute is
about 32% (Table III). The
other attributes included in this study were not much different
from each other in importance. Packaging shape had a slight
edge (19%) and supports a recent packaging project for one of
our clients, Vivitas Women, where the unique bottle in the shape
of a pregnant received the highest score for recognition and
shelf visibility since it was clearly differentiated from adjacent
brands that were packaged in conventional bottle shapes. The
study identified that the third most important attribute was
clustered around three factors: product information (17%), color
and graphics (16%) and finally, layout of graphics and information
(15%).
8. white paper | April 2010 | The Blink Factor | 7
Based on the study, packaging technology is the most important
attribute. The study identified that the specific message the
technology conveys is about convenience and ease of use, so
these results suggest that urban consumers give more
consideration to technology that represents convenience; i.e., the
technology image clearly shown on the pack seems to be more
appealing on the shelf. This supports other studies we have
conducted for a range of brands, where packaging features such
as a re-sealable zipper bags, easy-to-grip lids, food that can be
easily microwave and where the packaging also serves as the
eating tray, do well in research and at shelf.
For InBev, the feature of a lined beer can that could retain the
liquid at a colder temperature longer, or for Tetley Tea, a
package that kept the product fresher longer and was easier to
store in the cupboard were functional features that truly
differentiated the product and drove sales. The study also
identified a growing trend by consumers of reading the label
information. With the growth of health and the awareness of
unhealthy ingredients such as trans-fats, sugar, salt, in addition to
food scares due to poor quality control practices, consumers are
paying more attention to the ingredient panel and the country of
origin. This indicates that consumers value the product
information on food labels, and confirms prior studies from other
countries (Mitchell and Papavassiliou, 1999) like Thailand (Silayoi
et al. 2003; Silayoi and Speece, 2004) which show that
consumers are increasingly reading the label and want it to be
clear.
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The results of the study suggest that consumers are evaluating
product quality through a range of packaging stimuli, from the
quality of the design to the health and product claims through
the nutritional facts found on secondary panels. One thing this
probably reflects is the impact of health-conscious behaviors on
food choice, as concern for proper nutrition is now a key factor
influencing consumption choice in many countries (McIlveen,
1994).
The study also identified that straight packaging shape had
a positive influence compared to curvy design, as does
classic shape on the package compared to colorful. This
suggests that overall, the respondents may be more
attracted to a package that seems familiar and reliable, and
supports our view that branding is more about building
trust through consistent delivery of the key emotive and
functional benefits of the brand. It also supports why so
many of new products fail to gain market share and
customer preference.
Shop-ability a key driver in purchase intent
Work we have completed over the past 30 years in a wide
range of categories have supported our belief that
consumers tend to shop for a given variety such as a flavor,
a format, a key benefit when shopping for a given product.
In a wide range of categories, the actual brand plays an endorser
role, ensuring that the given variety matches the desired
outcome following the actual purchases. If you were to weigh
these factors on potential impact to ensure the Blink Factor, the
ability to stand out at shelf level and effectively communicate a
meaningful and differentiated offering would take the lead.
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At Shikatani Lacroix, we believe that differentiation at shelf is
predicated on a clear value proposition based on a strongly defined
emotional and rational benefit driven by visual cues on the
packaging. However, the study also identifies circumstances in
which packaging changes can reduce sales, particularly if a new
structure fails to meet shoppers' expectations and functional needs.
Thus, packages that “break the rules” by violating category norms
and expectations may be most successful when positioned as line
extensions and tied to specific usage occasions, rather than as
replacements for current packaging. Clear implications can be drawn
from the study in determining how to approach and assess new
packaging. First, the study demonstrates the need for upfront
research with consumers, to understand functional priorities,
expectations, and unmet opportunities within a product category.
It is also important to understand that brands never exist in
isolation in a retail environment and tend to compete with a wide
range of new and existing products, pending the category size or
growth. Consumers’ shopping behavior, based on the fact that
fewer than 35% come to a supermarket with a shopping list
reinforces their reliance on packaging visual cues to make buying
decision. How consumers navigate the category and use
packaging cues to facilitate the purchase tree process becomes
critical.
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Instant Connections
Based on our own research findings and those of the packaging
conjoint study, a key dimension of creating the right emotional
connection is what we have come to define as the “Blink Factor”.
With more than 70% of buying decisions done in the store and
with the growth of brand fragmentation, consumers make their
purchase decision in the blink of an eye based on some well-
defined principles.
As consumers are offered more choices, they tend to rely on key
visual cues that provide affirmation that they have found the
right product. It is important to note that 40% of all
communication consumers absorb is visually oriented and of this,
80% is color and shape.
Since visuals are the gateway to a consumer’s emotions, the
importance of creating these split-second connections with
consumers is paramount. Great brands are those that have fully
leveraged the “Blink Factor”, ensuring that consumers easily
identify brands based on the simplest of clues.
Based on our industry insights, the following principles help in
assessing the Blink Factor:
1) Ability to stand out at shelf level
• How quickly is the product seen;
• How long is it viewed;
• Is the packaged viewed a second time?
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2) Does the package have the “Blink Factor”
• Does the package have color recognition?
• Does the package have a unique shape?
• Does the package leverage a memorable image?
3) Does the package help shop-ability?
• Right hierarchy of communication/viewing pattern
• Ease of variety differentiation
• Clear consumer benefit
• Differentiation within the category
• Is the design simple?
4) Does the package convey a meaningful and relevant point of
difference?
• Does the overall package design communicate an
emotional and rational need state and strong value?
• Is the key benefit clearly communicated visually?
• Have the stated and hidden drivers been established?
5) Is the package effectively located within the category?
• Is the package located at eye level and easy to grab?
• Is the package in the right context?
Leveraging the blink factor allows brands to fully leverage
visually their competitive advantage while creating a stronger
emotional link with their desired target group. In a presentation
by Scott Young, President of Perception Research Services, on 10
Principles for Effective Package Design, he identifies that clutter
at store level is the reality of the new shopping experience.
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The presentation notes that packaging must work within a
cluttered shelf environment where the brand is positioned
directly next to competitors. He noted that a package must “win”
on key dimensions when compared directly to competitors since
packaging influences product expectations, brand/user imagery
and perceived value. These factors lead us to understand that
packaging is more effective in creating relationships than other
marketing vehicles.
Conclusion
The battlefield for products is becoming more and more complex,
with a multitude of choices driving confusion and the lack of brand
loyalty. Today, brands need to work harder at connecting and
engaging consumers, and the ability to foster a preference in the
blink of an eye becomes paramount. The research findings in this
report support our many years of studying consumers’ buying habits
and the key role that great packaging design plays.
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References
Malcolm Gladwell, 2005, “Blink: The Power of Thinking Without
Thinking”, Little, Brown and Company
McIlveen, H. (1994), “Product development and the consumer: the
reality of the managing creativity”, Nutrition & Food Science, Vol.
6, November/December, pp. 26-30.
MarketingProf, 2009, “Social Media Study”, Online
Mitchell, V.W. and Papavassiliou, V. (1999), “Marketing causes
and implications of consumer confusion”, Journal of Product &
Brand Management, Vol. 8 No. 4, pp. 319-39
Pinya Silayoi Department of Packaging Technology, Faculty of
Agro-Industry, Kasetsart University, Bangkok, Thailand, and Mark
Speece School of Business, Public Administration and
Information Systems, University of Alaska Southeast (2005)
“The importance of packaging attributes: a conjoint analysis
approach”
Scott Young , President of Perception Research Services, (2006) ,
“Packaging (ROI) on multi-million dollar packaging investments”
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For more information, contact:
Jean-Pierre Lacroix, President
Shikatani Lacroix
387 Richmond Street East
Toronto, Ontario
M5A 1P6
Telephone: 416-367-1999
Email: jplacroix@sld.com