Shopper marketing: selling from the shelf

When shopping, why do we reach for one package instead of another? The answer, say the experts at UK design consultancy Elmwood, is the influence of biomotive triggers. 

Shoppers may pause for only a few seconds before moving on to the next item in a store--so packaging must work its magic quickly, attracting our attention, identifying the brand and a key benefit and then encouraging us to pick that product.

Clearly, in-store elements of shopper marketing can make all the difference in a product's sales. In particular, cusps and curves are two biomotive triggers that can affect consumer behaviour.

Elmwood's Simon Preece explains the influence of cusp and curve in a recent Packaging News interview:

• Cusps are sharp pointy shapes and they get our attention, signaling fear danger and caution. 
• Curves suggest safety, softness and comfort; they make us feel secure and encourage interaction.

As Preece notes, Walt Disney's marketing for the recent movie Maleficent used cusps to convey the sense of danger and foreboding viewers would experience. Of course, being a Disney movie, the danger was resolved by the end. But this subtle use of cusps intrigued viewers and attracted attention in a cluttered environment. Curves are the main focus of Coca-Cola's packaging, Preece says, suggesting comfort--yet the logo has some cusps to capture attention and contrast with the curves.

Elmwood is responsible for the redesigned Andrex packaging shown at top (read its commentary on the packaging here). Toilet tissue should be soft, and the curves convey that important benefit. The puppy's eyes are looking right at the shopper, asking to be taken home--biomotive triggers that sell from the shelf.

Packaging--The view from the shelf

What does the package say about the product? It has to present legally required information, of course, and both protect and store the contents in a convenient size and shape, whether on the shelf or in the home.

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.