{"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":"confezionare-gli-ultimi-10-secondi-di-marketing","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/it\/confezionare-gli-ultimi-10-secondi-di-marketing\/","title":{"rendered":"Ricerche di mercato sugli imballaggi: gli ultimi 10 secondi del marketing"},"content":{"rendered":"
\"Ricerca<\/figure>\n\n\n\n
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Il packaging \u00e8 spesso l\u2019aspetto pi\u00f9 importante e trascurato 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

La ricerca di mercato sugli imballaggi sugli imballaggi riflette diverse pratiche ottimali.<\/p>\n

1. Un buon imballaggio riflette le condizioni in cui verr\u00e0 venduto.<\/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. Il packaging dovrebbe includere la personalit\u00e0 del marchio con marchio e personaggi.<\/h2>\n

Un esempio di ci\u00f2 \u00e8 Toucan Sam, che indica immediatamente i vantaggi del prodotto come il sapore della frutta e il divertimento. Questa euristica del marchio aiuta a invocare la componente emotiva dell'acquisto e subordina le considerazioni pi\u00f9 razionali sul prezzo dell'acquisto.<\/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. Il packaging deve evidenziare affermazioni convincenti e credibili sulle differenze di prodotto.<\/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. I confronti diretti con un prodotto della concorrenza possono essere efficaci.<\/h2>\n

Ad esempio, un cereale pu\u00f2 dire che contiene 50% di latte in pi\u00f9 rispetto a un altro prodotto. Il prezzo non dovrebbe essere l\u2019unica caratteristica di differenziazione e i prezzi premium devono essere giustificati.<\/span><\/p>\n

6. L'imballaggio non viene letto dall'alto verso il basso, ma dagli angoli sinistro e destro dell'imballaggio.<\/h2>\n

Le affermazioni rassicuranti dovrebbero essere inserite in questi angoli, mentre le affermazioni primarie dovrebbero essere al centro della confezione. In questo senso, meno parole sono, meglio \u00e8, poich\u00e9 i consumatori tendono a guardare immagini e immagini pi\u00f9 che valutare affermazioni scritte.<\/span><\/p>\n

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

Questa confezione \u00e8 pi\u00f9 simile a quella dei bambini, simile ai giocattoli e ha una grafica brillante.<\/span><\/p>\n<\/p>\n

Informazioni sulle ricerche di mercato SIS<\/h2>\n

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