Packaging News
At Perception Research Services (PRS), we assess hundreds of new packaging systems each year, for new products and re-stages of existing brands. While many succeed, we also encounter many new packaging features and graphics that fail to make a difference. Often, this is due to a lack of effective on-pack messaging:
– A new appearance may drive a second look and/or convey an updated personality, but it is not enough to convince competitive users to switch brands.
– A new feature may be compelling, but it fails to convert new buyers, because so few shoppers see it.
This article shares our experience and perspective regarding both the content and presentation of on-pack messaging.
Finding a Convincing Message
There are two primary components to effective messaging, which are arguably of equal importance:
– Content (identifying a compelling claim or message)
– Presentation (ensuring that this content is consistently seen)
The “right message” will inevitably vary across brands and marketing objectives. However, we can share several fundamental principles to guide the development process:
1) “Frame” the Packaging Change
When shoppers encounter a new look for a familiar brand, their natural first reaction is to ask themselves “what has changed?” Thus, it is vital for the packaging to answer this question quickly and clearly in a positive manner, especially when the brand has a good story to tell (e.g. “Improved formula”).
2) Provide Reassurance
It’s also important to recognize that shoppers are risk-averse and increasingly cynical about packaging changes. So when they see a new package (particularly a new structure or delivery system), some are immediately worried that they are buying the wrong product, while others assume they will get less product and/or a higher price. Thus, one important role of on-pack messaging is to provide immediate reassurance on both product and/or quantity (“Same great product.350 grams.”).
3) Go Beyond “New”
We are often asked if there is value in putting “New!” violators on the packaging of new products. Our experience suggests that marketers are best served by going a step further and directly linking this message with a phrase that defines the new product’s point-of-difference or reason-to-believe (“New. The Fastest Relief Ever.”)
Drawing the Shopper’s Attention
A claim can’t be effective unless it is seen – and our experience strongly suggests that shoppers’ attention can’t be taken for granted. In fact, we often find major differences in visibility and readership levels, based on the location, size and creative execution of on-pack claims. PRS Eye-Tracking has revealed universal “best practices” for helping ensure that primary messages are consistently seen:
1) Prioritise a Lead Claim
Shoppers don’t fully consider packages – they typically spend under 5 seconds with a fast-moving consumer goods package – actively engaging with only 4 design elements. Adding messages doesn’t lead to increased viewing time: it results in more elements fighting each other for the shopper’s attention. Therefore, for on-pack messaging, “less is more”, both in terms of number of claims and the number of words in a claim.
2) Integrate with the Brand Mark or Main Visual
Eye-tracking also shows us that packages are not read like books, from top to bottom or left to right. Viewing flow is determined by the layout and design of a package. Shoppers are drawn to the strongest visual element.
For this reason, we’ve found that violators in corners often fall outside the shoppers’ primary viewing flow and are usually missed by about two-thirds of shoppers. More centrally located claims typically have visibility levels of 50%-60%.
3) Communicate Visually
Of course, creative execution does affect the visibility of on-pack claims. We’ve seen the same message draw varying levels of attention, depending on its treatment (graphic execution, size, positioning, etc.). Bigger/bolder messaging creates more contrast and drives higher levels of attention, and claims with visual icons are more likely to be seen than those with text alone. However, based on experience, we’d also caution marketers against going too far in the pursuit of claims readership.
Marketers and designers should embrace on-pack messaging as an important and necessary component of effective packaging, rather than an afterthought. To this end, they need to build claims development and execution into the design process, to help ensure that on-pack messaging is working to complement a new appearance. Those who adopt an integrated approach (in the context of market research, this means screening claims within a packaging or POS context vs. in isolation.) are likely to be rewarded with higher success rates – and better returns.
Hervé Turpault is Vice President Europe of Perception Research Services International. PRS conducts more than 800 packaging and shopper research studies annually to help clients “Win at Retail”. Hervé can be contacted at:herve.turpault@prsresearch.com
