Packaging to win on shelf
In this weeks episode we discuss the importance of our natural reading order and what it means for packaging and creating connection with consumers.
Branding Before Breakfast Ep 178 Packaging to win on shelf
Good morning. My name is Kiri, I’m the Business Growth Strategist here at Tiny Hunter. And this week we have been unpacking some consumer research that we’ve done for a new brand. And it’s been fascinating, but it’s also reminded me of that moment of truth in the supermarket and just how important it is to get your packaging right.
For some brands, the packaging is their brand as it can be the last and the best chance to influence a shopper. We know we don’t have long in a supermarket. For some categories, it’s 3 to 4 seconds, but in that time the shopper is completely focused on the differences among the brands and what we do know is that previous intentions to buy one product over another can be put aside.
How does one package beat another? There are many factors, but consumers process messages in a certain order depending on the product. A shopper may notice a pack on shelf and that may be due to some bright colors or bold typography. And then they’re going to ask themselves, “What is it?” The category and the product become really important in that in that first instance. After that, they ask themselves, “Why should I care?” This needs to be supported with a “Why to buy” message which in turn elicits a desire for more information. At this point, the shopper may then pick up the product. At this point, the shopper may then pick up the product. They may be looking for supporting reasons to make that purchase and to pop that product in their trolley.
When you present information in that natural reading order, you increase your chances of connecting with the consumer messaging hierarchy in conjunction with good design are critical in packaging. And if you lead with the wrong message first, you may lead with features when the customer really wants to know why should they buy. You’re losing that chance to connect with your customer.
That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: March 6, 2024