{"id":12023,"date":"2009-05-16T20:27:26","date_gmt":"2009-05-16T20:27:26","guid":{"rendered":"https:\/\/www.sisinternational.com\/packaging-the-last-10-seconds-of-marketing\/"},"modified":"2026-01-26T14:42:09","modified_gmt":"2026-01-26T19:42:09","slug":"verpackung-der-letzten-10-sekunden-des-marketings","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/de\/verpackung-der-letzten-10-sekunden-des-marketings\/","title":{"rendered":"Verpackungsmarktforschung: Die letzten 10 Sekunden des Marketings"},"content":{"rendered":"
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Die Verpackung ist oft der wichtigste und am meisten \u00fcbersehene Aspekt des Marketings.<\/h3>\n

In the last 10 seconds before making a purchasing decision, consumers view packaging as a major motivator to buy.\u00a0 While many marketers aim to be on the consumer’s shopping list, it’s also the packaging and the last 10 seconds before purchasing that can be most crucial.<\/h3>\n

Die Verpackungsmarktforschung zu gro\u00dfartigen Verpackungen spiegelt mehrere bew\u00e4hrte Vorgehensweisen wider.<\/p>\n

1. Eine gute Verpackung spiegelt den Zustand wider, in dem sie verkauft wird.<\/h2>\n

Look at fast food restaurants and beverage companies that are creating packaging that reflects the customers\u2019 purchasing and usage of the product.\u00a0 For example, V8 is designing its packaging to fit into vending machines. \u00a0On this note, effective packaging must effectively reflect the product’s benefits.\u00a0 For example, McDonalds is emphasizing food quality now with boxes emphasizing how high-quality the food is.<\/span><\/p>\n

2.\u00a0 Unique shapes, structures, and delivery systems help differentiate products from competitors.<\/h2>\n

With so many products on the shelf, it\u2019s important to stand out to consumers.\u00a0 Research has found that good packaging<\/a> contributes to convenience, which improves customer satisfaction. It also breaks notions of how much customers are willing to pay.\u00a0 An example is \u201cSimple Orange\u201d juice being presented in a carafe style bottle. This presents their product as more \u201chigh-end,\u201d allowing them to charge a premium price.\u00a0 Another example is Imperial Sugar Company\u2019s \u201cRedi-Measure\u201d brown sugar cup-packets, intended to make measuring easier and to prevent their customers from using too much or too little of their ingredients in the baking process.<\/span><\/p>\n

3. Die Verpackung sollte durch Branding und Charaktere die Pers\u00f6nlichkeit der Marke widerspiegeln.<\/h2>\n

Ein Beispiel hierf\u00fcr ist Toucan Sam, das sofort auf Produktvorteile wie Fruchtgeschmack und Spa\u00df hinweist. Diese Markenheuristik hilft dabei, die emotionale Komponente des Kaufs anzusprechen und ordnet die rationaleren Preis\u00fcberlegungen des Kaufs unter.<\/span><\/p>\n

Customers need simplicity in messaging due to many conflicting messages, competing products like private labels, and complicated products.\u00a0 Good packaging often reflects simple brand values and product claims. One way to do this is to remove much of the clutter and only print what is essential.\u00a0 Doing so should make the packaging easy to read and not confusing to potential customers. Research indicates that customers are increasingly noticing more scientific claims written on packaging and becoming confused and overwhelmed by them. Additionally, companies can return to past successful taglines to help the customer strengthen their buying heuristics.<\/span><\/p>\n

4. Die Verpackung muss \u00fcberzeugende und glaubw\u00fcrdige Angaben zu den Produktunterschieden enthalten.<\/h2>\n

One example of this cereal brands emphasizing their use of organic ingredients and lack of preservatives, unlike their competitors. This can help justify a premium price and draw positive attention to products.<\/span><\/p>\n

5. Direkte Vergleiche mit einem Konkurrenzprodukt k\u00f6nnen effektiv sein.<\/h2>\n

Beispielsweise kann auf einem M\u00fcsli vermerkt sein, dass es 50 % mehr Milch enth\u00e4lt als ein anderes Produkt. Der Preis sollte nicht das einzige Unterscheidungsmerkmal sein, und h\u00f6here Preise m\u00fcssen gerechtfertigt sein.<\/span><\/p>\n

6. Verpackungen werden nicht von oben und unten, sondern an den linken und rechten Ecken der Verpackung gelesen.<\/h2>\n

Beruhigende Behauptungen sollten in diese Ecken gestellt werden, w\u00e4hrend die Hauptaussagen in der Mitte der Verpackung stehen sollten. Je weniger W\u00f6rter, desto besser, da Verbraucher eher Bilder und visuelle Darstellungen betrachten als schriftliche Behauptungen zu bewerten.<\/span><\/p>\n

7.\u00a0 Effective packaging can target \u201cRejuveniles\u201d who are middle aged people young at heart, and somewhat nostalgic.<\/h2>\n

Diese Verpackung ist kindgerechter, \u00e4hnelt Spielzeug und verf\u00fcgt \u00fcber leuchtende Grafiken.<\/span><\/p>\n<\/p>\n

\u00dcber SIS Market Research<\/h2>\n

SIS International Research is a global Markt<\/a> Research and Strategy Consulting firm.\u00a0 We provide insights, data, and strategies to boost our clients’ revenues and uncover new opportunities.\u00a0 Key Verpackungsmarktforschung<\/a> solutions include:<\/p>\n