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We see things differently 1
“Uw verpakking door de ogen van de consument”
Ludovic Depoortere
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• DIAVULLEND BEELD
ROGIL - MARKETING & SENSORY RESEARCH
°1974 – Worldwide Quantitative & Qualitative Researc h
Specialised in sensory research
Eyetracking specialist with latest technology and m odels
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Some consumer facts …
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Consumer facts
What % of purchase related decisions are made at point of sales ?
Depending on the product category 50% to 70%!
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Consumer facts
In how many seconds are decisions of consumers made at point of sales for low involvement goods?
On average in 2-3 seconds � Max. 7 seconds
Let’s find out…
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Which brands did you see?
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Writes down brand name : 22%
Brand in mind: 39%
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Consumer facts
The proliferation of SKU’s � Enhances ‘shopper stress’ to make choices� Demands a facilitator for the shopper
What is the average number of different articles in a supermarket?
20.000 articles shouting for the shoppers’ attention who spends on average 30-45 minutes in the shop!
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Consumer facts
What is the main reason why 8 on 10 new product launches flop?
Products were not considered at shelf (‘unseen is unsold’)
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Is shopping a rational process ?
31 %
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Salient search path
68 %
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- 30%
- 10%
#1
- 10%
- 20%
Above eye-level = 30% decline in visibility
Eye-level
Arm-level = maximum visibility
Bottom shelf = 20% decline in visibility
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Mother, why do we pack ?
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From explicit to implicit
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere
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The different senses are at play: 5 senses + the 6th sense
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere
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Let the game begin…
Which brands do you recognize ?
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Two moments of truth ….
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The first moment of truth (stimulate trial)Who would you rather date?
The moments of truth
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere
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VisibilityRecognitionFindability
Esthetical attraction powerBrand & product imageLiking & purchase intent
The moments of truth
Eye Movement Registration
in combination withtachistoscopic research
Specialisedquantitative & qualitativeresearch methods
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ATTRACTION POWER
Focus within first 3 seconds
41 % 26 %
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3
2
1
2 3
Fixation Order
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The second moment of truth (build loyalty)With whom would you spend the rest of your life?
The moments of truth
Cheats
Never there for youAlways having fun without you
Shops when you look after the kids
Reliable
RomanticGreat lover
Honest
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere
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Now let’s experience the real thing …
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CASE STUDY -
FAIRTRADE
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SHARE OF
FAIRTRADE ?
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36,4 % of attention
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4,2 %
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12,2 %
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EASINESS TO FIND
FAIRTRADE
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7,6 SecondsBenchmark: 3,4
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1,9 SecondsBenchmark: 3,4
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ORDER OF
FIXATION
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Single & Consistent Message Design for a single clear message: How does Fairtrade strenghten your USP.
-> Repeat the logo in a consistent way
-> Big enough
-> Contrasting
-> Explanation on back-side
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Principles to drive effective packaging …..
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1. Design for visibility
Remember the first seconds
There is a strong positive correlation between shelf visibility and purchase intention/consideration.
Catch the attention!
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Option 1: Maximize Shelf Space
% attention
% shelf space
19%
18%
= 1.03
Share of fixations / Share of shelf space in the 7 sec. free gaze
32 facings
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% attention
% shelf space
15%
8%
= 2.04
9 facings
Reus comes in large sizes, uses explicit colours an d a large brand name on the pack.
Option 2: Have a contrasting pack
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And contrast comes from many sources:Shape, Logo, Color , Size, On pack promo etc.
Enhances visibility:
Striking and contrasting colours in shelfColour blockingUnique shapes
Starting point = mostly a point of visual CONTRAST
Source: PRS International
Visibility in the shop is a matter of CONTRAST
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Some examplesColour Blocking
Which is the category colour of Paprika/pepper chips/potatoes?
Unique shapes
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2. Design for shop - ability
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Findability
Ensure that shoppers find the product they want to buy
�Facilitate the shopper experience – findability
Consistency in lay-out – info – house style�Integrated communication: be identifiable – recognizable
POS materials to support findability
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3. Design to drive consumption
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Link to the “Second Moment of Truth”
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Have we created realistic expectations?
� Packaging Functionality Exercises – Holding and Dispensing
� Product Usage– Tasting, Experiencing, odour, colour etc.
� Consumption Patterns – Home Use Tests
The fastest way to kill a product is to create expectations that it does not meet.
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4. Design for differentiation
It is crucial for a packaging to embody a key dimension on an immediate, intuitive level, without relying on text or claims
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It is best to visually “Own” the dimension that ties most directly to the end benefit.
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In conclusion: Innovate !!!
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Ludovic DepoortereManaging Director – Rogil Research [email protected]
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