{"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":"empacotando-os-ultimos-10-segundos-de-marketing","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/empacotando-os-ultimos-10-segundos-de-marketing\/","title":{"rendered":"Pesquisa de mercado de embalagens: os \u00faltimos 10 segundos de marketing"},"content":{"rendered":"
\"Pesquisa<\/figure>\n\n\n\n
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A embalagem costuma ser o aspecto mais importante e negligenciado do 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

A pesquisa de mercado de embalagens sobre embalagens excelentes reflete diversas pr\u00e1ticas recomendadas.<\/p>\n

1. Uma boa embalagem reflete as condi\u00e7\u00f5es em que ser\u00e1 vendida.<\/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. A embalagem deve incluir a personalidade da marca com branding e personagens.<\/h2>\n

Um exemplo disso \u00e9 o Tucano Sam, que indica imediatamente benef\u00edcios do produto como sabor de frutas e momentos de divers\u00e3o. Essa heur\u00edstica da marca ajuda a invocar o componente emocional da compra e subordina as considera\u00e7\u00f5es mais racionais de pre\u00e7o da 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. A embalagem precisa destacar afirma\u00e7\u00f5es convincentes e veross\u00edmeis sobre as diferen\u00e7as dos produtos.<\/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. Compara\u00e7\u00f5es diretas com um produto concorrente podem ser eficazes.<\/h2>\n

Por exemplo, um cereal pode dizer que tem 50% mais leite que outro produto. O pre\u00e7o n\u00e3o deve ser a \u00fanica caracter\u00edstica diferenciadora e os pre\u00e7os premium precisam ser justificados.<\/span><\/p>\n

6. A embalagem n\u00e3o \u00e9 lida de cima para baixo, mas nos cantos esquerdo e direito da embalagem.<\/h2>\n

As afirma\u00e7\u00f5es tranquilizadoras devem ser colocadas nestes cantos, enquanto as afirma\u00e7\u00f5es prim\u00e1rias devem estar no centro da embalagem. Nesse sentido, quanto menos palavras, melhor, j\u00e1 que os consumidores tendem a olhar mais para imagens e recursos visuais do que avaliar afirma\u00e7\u00f5es 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

Essa embalagem \u00e9 mais infantil, parecida com brinquedos e tem gr\u00e1ficos brilhantes.<\/span><\/p>\n<\/p>\n

Sobre a Pesquisa de Mercado 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 Pesquisa de mercado de embalagens<\/a> solutions include:<\/p>\n