包裝市場研究：行銷的最後10秒

包裝通常是行銷中最重要也是最容易被忽略的方面。

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.

包裝市場對優質包裝的研究反映了幾種最佳實踐。

1. 良好的包裝反映了其銷售條件。

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. 包裝應體現品牌的個性，包括品牌和特色。

Toucan Sam 就是一個例子，它立即表明了產品的優點，如水果風味和歡樂時光。這種品牌啟發式有助於激發購買的情感成分，並服從於購買時更理性的價格考慮。

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. 包裝需要突顯關於產品差異的令人信服且可信的主張。

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. 與競爭對手的產品進行直接比較可能是有效的。

例如，一種麥片可以說它比另一種產品多含有 50% 的牛奶。價格不應該是唯一的差異化特徵，溢價需要合理。

6.包裝不是上下閱讀，而是包裝的左右角。

令人放心的聲明應放在這些角落，而主要聲明應放在包裝的中心。 沿著這些思路，文字越少越好，因為消費者更傾向於查看圖像和視覺效果，而不是評估書面聲明。

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

這種包裝更孩子氣，類似玩具，並且有明亮的圖形。

關於 SIS 市場研究

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:

• 包裝測試
• 民族誌
• 購物者旅程洞察
• 客戶旅程圖
• 可用性測試（UX）

請聯絡我們以了解您的下一個包裝市場研究專案。