research process
· A trained subject sat in front of the screen with an eye tracking system. They were able to see through 35 mm slides a series of scenes they saw daily in supermarkets, including the display of the four paper products. Changes in the focus of their gaze are recorded on a computer. These changes include: what products the surveyee saw, what brands were there, what were ignored, the order in which the products were viewed, and the eyes that stayed on the brand The length of time; whether to re-examine a brand or product.
· The surveyees then passed a 35mm slide and saw 8 individual brands, each of which was a product. Changes in their focus points were recorded, including the elements they saw on the packaging, which elements were ignored, the order in which they were seen, the length of time they stayed on each element, and the length of time they stayed on each element. How quickly each element is seen.
• After looking at a single product, the researcher needs to be able to recall what the surveyee can recall without prompting and needing prompts. In particular, for each brand that recalls, it is necessary to ask the surveyees what patterns and texts are on each package in their memory.
After the customer's answer, the verbal interviews with the respondents who saw slides of 8 individual products have not ended. For each product, respondents also evaluate the product with a set of product characteristics as required and answer questions about purchasing interest.
The product arrangement countermeasures of the shelf are the influence of the object. The questions raised by this test include:
· Brands that attract higher attention · Designs that attract attention quickly · Competitive advantages and disadvantages of each brand · Attention to the multiple products displayed together · Use of colors · The total number of brands of this product · Brands that can quickly attract attention • Advantages of placing products horizontally and vertically • Effects of pattern designs
The packaging analysis for each brand in each product includes the following:
· The speed of brand communication · The value of pattern design · The elements that are noticed and the elements that are ignored and rarely noticed · The order of the notes on the components of the label (What to see first, then see what, then What is it?)
· Communication of product features · Use of personal images · Effects of advertising messages · Influence and significance of product descriptions · Possibilities of backgrounds in packaging · Noticed · Possibility of product being noticed · Same market Relationships between strategies · Aesthetically attractive to customers · Attention to copywriters · Comprehensiveness of package inspections · Understanding of specific information · Visualized description of pattern processing · Features of elements
Based on the current survey results, merchants can make specific and rapid changes to the brand's competitive disadvantages. For those designs that do not show deficiencies, there is no need to consider redesigning documents and designs.
In addition, agents can provide the most basic evaluation criteria for the expansion of packaging design and development and production lines in the coming years by understanding the insufficiencies of each product packaging that needs improvement. As a result, market research can ensure that the biggest opportunities are captured in the sales market.
Selective, in-depth analysis of tests from multiple product lines
For many products, the key component of packaging is the name of the brand. This element is easier to attract attention than others, and can be noticed by the customer more quickly. As a result, the chances of a document related to a brand name being noticed are higher. When brand-related key information is placed near the brand name, it can stimulate sales.
A few documents at the bottom of a package are generally not noticed. Correspondingly, information that is not intended to stimulate purchasing desires can be arranged in this section. (For example, the size of each piece, as well as the unit of measure). Similarly, important advertising content, such as "longer use" or the number of pages, should be noticed when promoting the value of the brand and should be in a more easily visible position.
Using a dark font in a dark background is easily overlooked. For example, in the Puffs package, because of the use of dark fonts in dark backgrounds, the written “home use type†is obscured, and it is easily overlooked without careful observation.
The character on the package generally generates a high level of attention, but it often takes time for the customer and always distracts the customer's attention from the brand name and other important information. In Charmin's packaging, people often see the children's patterns quickly and are attracted to them. After that, customers can notice the brand's name.
For a single product, even if the brand's performance is strong on the shelf, in a row of similar products, the customer's attention to it is also difficult to guarantee. Different colors or other forms of design can produce a retrogression on the package.
Illustrate specific conclusions in the product line
toilet paper
This product is easy to test. All brands will attract high attention. More than 90% of respondents noticed brands that occupy two or more rows.
Even in this case, brands that occupy only one row of space perform well (70% to 80%). In a row of similar products, the odds of noticing a single brand are also high.
According to whether or not it can cause initial attention, the four-volume packaging of the Scott Toilet Paper brand is not outstanding. Less than 15% of respondents saw this brand in the first seconds of browsing.
Cotton Elle's packaging quickly attracted the investigator's strong attention. In the first second of browsing, almost half of the people saw the brand on the shelf.
In order to illustrate the advantages and disadvantages of individual packaging, we take the Cotton Elle packaging as an example. This packaging design works well and it makes all the important components to the greatest extent possible for the investigators. Moreover, these important components are quickly noticed and attractive, with half or more of the survey respondents confirming this again.
In other packaging, the character image tends to distract the attention of the customer. In contrast, the girl in the Cotton Elle design not only did not distract the customer's attention to the brand name, but showed it in the fluffy cotton shape. The “soft as cotton†feature can also attract customers’ attention.
The survey respondents in turn have a strong sense of identity with Cotton Elle. People think it is of good quality, white and soft paper, and has a very attractive brand image.
Facial tissue
Although overall, this product is widely concerned and selected by customers (more than 80% of consumers have to look at each brand), but Puffs Plus is a notable exception, it highly attracts the attention of consumers force. The exception is Softique, which is on a lower shelf.
Puffs Plus's packaging color is bright and contrasts with the pastel crayon on the packaging of similar products around it, which enhances the customer's attention. Even in some supermarkets, it only occupies a row of space and still maintain such a strong attraction.
For the Puffs Plus product package, this survey reflects that the brand has a great advantage, it can quickly attract the attention of customers, 90% of customers notice it in the first seconds of browsing . The floral pattern on the box and the prominent word "white", it is said to be paper-white, causing the customer's strong attention. Aesthetically speaking, this packaging appeals to people and it has aroused a strong desire to buy.
There is no obvious reason for this package to be modified.
Paper towels
In all paper products, paper towels have a lower selectivity. Brands and products lined up in a row are less competitive in attracting customers' attention.
The geographical situation is different, and there are indeed several brands of packaging that are attractive. For example, if the Gala brand is placed on the shelf, there is a competitive advantage. This advantage can be reflected even when the brand occupies a small space. Its "great cow's eye" has become an important factor in attracting attention.
Bounty is a model that combines the original promotion strategy with the point of sale. Although fewer than one-third of customers saw the phrase “fetched very convenientlyâ€, they quickly understood the characteristics of the paper towel that the word meant. In turn, packaging will also confirm the advantages of product quality and further strengthen it, which will further stimulate the desire to buy.
napkin
There is a certain relationship between the design of the product and the degree to which the product is noticed by the customer. This relationship is the key to the customer's attention to the product on the shelf. In addition, the size of the space that the product actually occupies in the placement and the size of the package will also affect the extent to which the customer notices the brand. However, Scott napkins work well (attracts more than 90% of attention), although it occupies less space.
For some brands, some of the key factors that promote sales in packaging are ignored. In this way, the customer's decision whether to make a purchase is based primarily on the color of the napkin itself and the printed pattern, which they can see through the transparent packaging.
When formulating sales strategies to increase sales, the information on the packaging should be as much as possible, and the harmony of the entire packaging pattern and text should also be considered.
The information obtained through this survey can often guide us to quickly discover the defects of the currently used packaging and improve it. It can also be used to provide guidance for future pattern designs. For example, add a few secondary contributions to the background to make the pattern more concise and focus on the most important information. The brand value is maintained through the rational use of colors and manuscripts on the packaging design. If these patterns are used as a front desk setting that is more accurate and concise, it is easier for customers to see and identify them.
These factors allow consumers to quickly focus their attention on the brand, product characteristics, and key promotions.
In a product with a wide range of competing brands, the essential advantage of the brand is that it guarantees the speed and accuracy of communication. The packaging evaluation of the four products above is to provide such assurance. Note that maximizing the selling point will eventually translate into an increase in profits.
Source: PACK.CN
