{"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":"emballer-les-10-dernieres-secondes-du-marketing","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/emballer-les-10-dernieres-secondes-du-marketing\/","title":{"rendered":"\u00c9tude de march\u00e9 sur l\u2019emballage\u00a0: les 10 derni\u00e8res secondes du marketing"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n
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L\u2019emballage est souvent l\u2019aspect le plus important et le plus n\u00e9glig\u00e9 du 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

Les \u00e9tudes de march\u00e9 sur les emballages de qualit\u00e9 refl\u00e8tent plusieurs bonnes pratiques.<\/p>\n

1. Un bon emballage refl\u00e8te les conditions dans lesquelles il sera vendu.<\/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. L'emballage doit inclure la personnalit\u00e9 de la marque, avec son image de marque et ses personnages.<\/h2>\n

Un exemple de ceci est Toucan Sam, qui indique imm\u00e9diatement les avantages du produit comme la saveur des fruits et les moments de plaisir. Cette heuristique de marque aide \u00e0 invoquer la composante \u00e9motionnelle de l\u2019achat et subordonne les consid\u00e9rations de prix plus rationnelles de l\u2019achat.<\/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. L\u2019emballage doit mettre en avant des affirmations convaincantes et cr\u00e9dibles sur les diff\u00e9rences entre les produits.<\/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. Les comparaisons directes avec un produit concurrent peuvent \u00eatre efficaces.<\/h2>\n

Par exemple, une c\u00e9r\u00e9ale peut dire qu\u2019elle contient 50% de lait de plus qu\u2019un autre produit. Le prix ne doit pas \u00eatre la seule caract\u00e9ristique diff\u00e9renciante, et les prix major\u00e9s doivent \u00eatre justifi\u00e9s.<\/span><\/p>\n

6. L'emballage n'est pas lu de haut en bas, mais dans les coins gauche et droit de l'emballage.<\/h2>\n

Les all\u00e9gations rassurantes doivent \u00eatre plac\u00e9es dans ces coins, tandis que les all\u00e9gations principales doivent \u00eatre plac\u00e9es au centre de l'emballage. Dans cette optique, moins il y a de mots, mieux c'est, car les consommateurs ont tendance \u00e0 regarder davantage les images et les visuels que d'\u00e9valuer les affirmations \u00e9crites.<\/span><\/p>\n

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

Cet emballage est plus enfantin, semblable \u00e0 des jouets et pr\u00e9sente des graphismes lumineux.<\/span><\/p>\n<\/p>\n

\u00c0 propos des \u00e9tudes de march\u00e9 SIS<\/h2>\n

SIS International Research is a global March\u00e9<\/a> Research and Strategy Consulting firm.\u00a0 We provide insights, data, and strategies to boost our clients’ revenues and uncover new opportunities.\u00a0 Key \u00c9tude de march\u00e9 sur l\u2019emballage<\/a> solutions include:<\/p>\n