{"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":"empaquetando-los-ultimos-10-segundos-de-marketing","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/empaquetando-los-ultimos-10-segundos-de-marketing\/","title":{"rendered":"Investigaci\u00f3n de mercado de envases: los \u00faltimos 10 segundos del marketing"},"content":{"rendered":"
\"Investigaci\u00f3n<\/figure>\n\n\n\n
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El embalaje es a menudo el aspecto m\u00e1s importante y pasado por alto del marketing.<\/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

Embalaje La investigaci\u00f3n de mercado sobre embalajes excelentes refleja varias pr\u00e1cticas recomendadas.<\/p>\n

1. Un buen embalaje refleja las condiciones en las que se vender\u00e1.<\/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. El packaging debe incluir la personalidad de la marca con branding y personajes.<\/h2>\n

Un ejemplo de esto es Toucan Sam, que indica inmediatamente los beneficios del producto, como sabor a fruta y momentos divertidos. Esta heur\u00edstica de marca ayuda a invocar el componente emocional de la compra y subordina las consideraciones de precio m\u00e1s racionales de la compra.<\/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. El embalaje debe resaltar afirmaciones convincentes y cre\u00edbles sobre las diferencias entre productos.<\/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. Las comparaciones directas con un producto de la competencia pueden resultar efectivas.<\/h2>\n

Por ejemplo, un cereal puede decir que tiene 50% m\u00e1s de leche que otro producto. El precio no deber\u00eda ser la \u00fanica caracter\u00edstica diferenciadora y los precios superiores deben estar justificados.<\/span><\/p>\n

6. El embalaje no se lee de arriba a abajo, sino en las esquinas izquierda y derecha del mismo.<\/h2>\n

Las afirmaciones tranquilizadoras deben colocarse en estos rincones, mientras que las afirmaciones primarias deben estar en el centro del paquete. En este sentido, cuantas menos palabras, mejor, ya que los consumidores tienden a mirar im\u00e1genes y elementos visuales m\u00e1s que evaluar afirmaciones escritas.<\/span><\/p>\n

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

Este empaque es m\u00e1s infantil, similar a los juguetes y tiene gr\u00e1ficos brillantes.<\/span><\/p>\n<\/p>\n

Acerca de la investigaci\u00f3n de mercado de SIS<\/h2>\n

SIS International Research is a global Mercado<\/a> Research and Strategy Consulting firm.\u00a0 We provide insights, data, and strategies to boost our clients’ revenues and uncover new opportunities.\u00a0 Key Investigaci\u00f3n de mercado de envases<\/a> solutions include:<\/p>\n