Shoppers move through supermarkets at a fast pace and the package must attract attention and arouse interest quickly. As a result, marketing communication is one of the driving forces behind today's decisions about packaging. One study found that 64% of shoppers bought something new simply because the packaging caught their attention. In fact, 36% of the shoppers in this survey said they had actually changed brands because of packaging preferences.
So take a look at the packaging designs of the 1970s, recently in the news because a locked pantry was opened for the first time in decades. Heinz was recognisable, but Bold detergent looked dated (which makes sense, because it was updated in 2004). And that's part of the point: Marketers want their products to stand out on the shelf, make an instant connection with shoppers and represent the brand personality, not simply protect, store and inform.
A recent Marketing Week article mentions biomotive triggers designed into packaging--visual cues such as animals that will catch the eye and put a smile on your face. The packaging for Andrex toilet tissue features an adorable puppy that even has its own Facebook page (617,000 likes). The puppy is so much a part of the brand's personality that it's a convenient and positive shortcut for shoppers--see the puppy, recognise the brand and react by reaching for the product on the shelf, all in just a second or two.
Packaging changes can delight, intrigue, annoy, confuse or even anger shoppers, which is why marketers test and retest to understand possible reactions before rolling out new packages. In many cases, companies like Heinz post information to explain their packaging innovations so shoppers are aware and ready for new colours, shapes, sizes and materials. If new packaging is more earth-friendly, it can be a showcase for marketing sustainability, as well.
For more on design in packaging, browse the news in Design Week.
