For many of our customers the retail store is their battleground. As a consumer approaches your product’s aisle the vast majority of shoppers do not know what brand of product they will buy that day. Oft-quoted marketing research claims that 70-75% of consumer packaged goods buying decisions are made at the shelf. That’s a scary statistic if you are a small business owner or entrepreneur, trying to gain sales momentum through retail distribution. Jane or Joe Consumer doesn’t realize how hard you’ve worked to develop your recipe or formula. They have no idea that you spent endless hours with a designer until your package design and product label conveyed the perfect brand message. In the blink of an eye, that consumer will make an impulsive decision whether to choose your product or Product X. It’s not fair! Why doesn’t the consumer see how much better your product is?
Fear not. Thankfully, your product is not defenseless against a whimsical and fickle consumer. Consumer buying behavior has been studied and analyzed by a multitude of researchers, scholars, and consultants. We can learn from their work to get a glimpse into the consumer’s mind. So what influences a shopper as they stare at the options? As you know, human beings have many senses. Some of our basic senses are sight, hearing, touch, smell, and taste. All five basic senses can influence a consumer to say “I am going to buy Product X!” But which of our senses is the most important? At the risk of sending perfume testers and food samplers to the unemployment line, I’m pretty sure it’s the sense of Sight. Research has determined that 92.6% of consumers put the most importance on visual factors when purchasing products (source: Seoul International Color Expo 2004). In a separate study, they claim that people make a subconscious evaluation about a person, environment or product within 90 seconds of their initial viewing (source: CCICOLOR Institute for Color Research). Not much time for your packaging to give it’s silent sales pitch!
So as a packaging engineer, entrepreneur, or small business owner what can you do? I have a simple, albeit biased, suggestion: Focus on your product’s packaging. Look through this checklist and honestly evaluate your packaging:
Does your package evoke an emotion that stimulates a purchase?
Your labeling should communicate the benefits and effectiveness of your product.
Even iconic brands must be changed regularly to stay fresh
Does your brand stand out on a me-too shelf?
Make sure your label gives the consumer the info they seek
Give us a call today at Custom Label. Let us help you build the optimum packaging for your brand and product. That’s why our tag line is:
YOUR PRODUCT - OUR PURPOSE