{"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":"packaging-the-last-10-seconds-of-marketing","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/nl\/packaging-the-last-10-seconds-of-marketing\/","title":{"rendered":"Packaging Market Research: The Last 10 Seconds of Marketing"},"content":{"rendered":"
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Packaging is often the most important and overlooked aspect of 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

Packaging Market Research on great packaging reflects several best practices.<\/p>\n

1.\u00a0 Good packaging reflects the conditions in which it will be sold.<\/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. Packaging should include the brand\u2019s personality with branding and characters.<\/h2>\n

An example of this is Toucan Sam, which immediately indicates product benefits like fruit flavor and fun times.\u00a0 This brand heuristic helps invoke the emotional component of purchasing, and subordinates the more rational price considerations of purchasing.<\/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. Packaging needs to highlight compelling and believable claims on product differences.<\/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. Direct comparisons to a competitor product can be effective.<\/h2>\n

For example, a cereal can say that it has 50% more milk than another product.\u00a0 Price should not be the only differentiating characteristic, and premium prices need to be justified.<\/span><\/p>\n

6.\u00a0 Packaging is read not up and down, but at the left and right corners of packaging.<\/h2>\n

Reassuring claims should be put in these corners, while primary claims should be in the center of packaging.\u00a0 \u00a0Along these lines, the fewer the words the better, as consumers tend to look at images and visuals more than evaluating written claims.<\/span><\/p>\n

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

This packaging is more kid-like, similar to toys and has bright graphics.<\/span><\/p>\n<\/p>\n

Over SIS Marktonderzoek<\/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 Marktonderzoek verpakking<\/a> solutions include:<\/p>\n