包装市场研究：营销的最后 10 秒

包装往往是营销中最重要却又最容易被忽视的方面。

In the last 10 seconds before making a purchasing decision, consumers view packaging as a major motivator to buy.  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.

包装市场对优质包装的研究反映了几种最佳实践。

1.良好的包装体现了产品的销售条件。

Look at fast food restaurants and beverage companies that are creating packaging that reflects the customers’ purchasing and usage of the product.  For example, V8 is designing its packaging to fit into vending machines.  On this note, effective packaging must effectively reflect the product’s benefits.  For example, McDonalds is emphasizing food quality now with boxes emphasizing how high-quality the food is.

2.  Unique shapes, structures, and delivery systems help differentiate products from competitors.

With so many products on the shelf, it’s important to stand out to consumers.  Research has found that good packaging contributes to convenience, which improves customer satisfaction. It also breaks notions of how much customers are willing to pay.  An example is “Simple Orange” juice being presented in a carafe style bottle. This presents their product as more “high-end,” allowing them to charge a premium price.  Another example is Imperial Sugar Company’s “Redi-Measure” 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.

3.包装应通过品牌标识和人物形象体现品牌的个性。

Toucan Sam 就是一个例子，它立即表明了产品的优点，如水果味和乐趣。这种品牌启发式方法有助于激发购买的情感成分，并使购买时更理性的价格考虑因素处于次要地位。

Customers need simplicity in messaging due to many conflicting messages, competing products like private labels, and complicated products.  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.  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.

4. 包装需要突出产品差异的令人信服的声明。

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.

5.直接与竞争对手的产品进行比较是有效的。

例如，一款麦片可以声称其牛奶含量比其他产品多 50%。价格不应成为唯一的差异化特征，高价必须有理有据。

6.包装不是从上到下读取，而是从包装的左右角读取。

安心声明应放在这些角落，而主要声明应放在包装的中央。按照这种思路，文字越少越好，因为消费者往往更倾向于看图片和视觉效果，而不是评估书面声明。

7.  Effective packaging can target “Rejuveniles” who are middle aged people young at heart, and somewhat nostalgic.

这种包装更适合儿童，类似于玩具，并且图形明亮。

关于 SIS 市场研究

SIS International Research is a global Market Research and Strategy Consulting firm.  We provide insights, data, and strategies to boost our clients’ revenues and uncover new opportunities.  Key Packaging Market Research solutions include:

• 包装测试
• 民族志
• 购物者旅程洞察
• 客户旅程地图
• 可用性测试（UX）

请就您的下一个包装市场研究项目与我们联系。