Is your packaging attracting the consumer or confusing them?
Recently a friend did the following selective attention test on me. Some of you may know it already – if not give it a go! You may be surprised at the results.
If like me you were so focused on what you had been asked to do that you missed the obvious – don’t worry, you are certainly not alone.
Whilst it’s just a bit of fun it does actually demonstrate that people can’t actually take in that many messages at once.
So think carefully about your packaging – are you making the messaging clear to the shopper – or are you trying to put down on the pack all the benefits of your product (and more!) – because you want them to know just how good it is!
Sometimes less is more. Think of your packaging like a newspaper – you need a headline message to jump out from the pack to grab the shopper’s attention so that they pick it up.
Once the product is in their hand, they can then look for the messages that are pertinent to them i.e. is it gluten free? is it 100% natural? is it low in sugar? But your aim in crowded stores is to have packaging that stands out from the crowd – and often that is having a clear message on an uncluttered pack. Remember – shoppers don’t spend that long – a mere few seconds – browsing the fixture.
If you are currently looking at developing packaging or re-developing current packaging and would like an independent review and recommendations do drop me a line at [email protected]
Biggest Brand Flops of all time – a great example!
I was chatting to a client the other day about new product development and how far their brand could stretch and it reminded of a blog I read recently about “The Biggest Brand Flops of All Time”. One that stuck in my mind particularly and served as a great example of how you need to be aware of your brand values and story at all time was the attempted launch of Colgate’s Kitchen Entrees. Colgate wanted to use its name on a range of food products called Colgate’s Kitchen Entrees. Needless to say, the products did not take off! The idea must have been that consumers would eat their Colgate meal, then brush their teeth with Colgate toothpaste. The trouble was that when people think of Colgate it has no absolutely foodie connotations whatsoever – apart from cleaning the food debris away! Here is a link to the blog so you can check out some of the other foodie brand flops!
If you need any help with positioning your brand and developing new products (that fit!) just drop us a line at [email protected]
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