In the ever-evolving landscape of retail, where consumer preferences shift rapidly and competition is fierce, the power of packaging cannot be overstated. At Behaviorally, we're proud to unveil our Pack Power Awards Spotlight Series, recognizing excellence in packaging across four vital sectors: Tech, Health & Wellbeing, Retail, and Alcohol.
Keep it Simple: Recognizability is key. Consumers are inundated with choices, but they only process a few elements on a package, often unconsciously. To stand out, ensure that your packaging emphasizes the essential benefits that matter most to shoppers. Our research consistently shows that shoppers focus on the brand mark, product name, a main visual, and one additional message. By being disciplined with what you include, you increase the likelihood of driving shopper choice.
Appeal to Emotion: Harness the power of imagery. The human brain processes images 60,000 times faster than text, with 90% of transmitted information being visual. Leverage this behavioral principle by incorporating potent imagery that resonates with consumers instinctively and quickly. Over the years, our research has identified the types of imagery that generate excitement and influence consumer behavior, even in the brief moments spent at the shelf.
Seeing is Believing: When it comes to the factors that impact the consumer’s path-to-purchase, our decades of behavioral research confirms that 80% of choice at shelf is influenced by visuals. We know that only 13% of shoppers see text first, 35% see pictures and images first, and a whopping 52% are drawn to color as the initial element seen! The average length of time spent at shelf is under 10 seconds — shoppers need to find what they are looking for in 3—4 seconds, and almost instantly determine whether the product they have found meets their needs. Getting in the consideration set for purchase is impacted significantly by how fast a product is actually seen and recognized.
Will it work in eCommerce and be effective: As experts in managing brand visual assets in packaging, we know what works for the in-store shelf does not always translate to the e-commerce grid. This impacts how consumers approach choice and challenges faced by the eCommerce manager. When presenting benefit images, be careful about the amount of text included, recognizing the cognitive load needed to process text versus pure visuals. If you need to include text, do so in a way that’s intuitive and makes it easy for the viewer.
Avoid Packaging Pitfalls: Behaviorally's 4S framework offers a comprehensive approach to effective packaging design, with the ultimate goal of driving the transaction – that critical moment when a shopper selects your product. Here's how it works:
Be Seen: Did the consumer see it? Does the pack drive breakthrough and capture notice at shelf?
Be Shoppable: Did the consumer identify what they were looking for? Does the pack minimize friction when comparing product varieties, promoting easy product consideration?
Be Seductive: Did the pack communicate emotionally? Does it convey a clear and visceral Benefit that inspires shoppers to act without Barriers?
Be Selected: Did the shopper put it in their cart? Can you predict the behavioral impact of the pack that drives sales?
As we unveil Behaviorally's Pack Power Awards Spotlight Series for Tech, Health & Wellbeing, Retail, and Alcohol, we invite brands to embrace these proven strategies to elevate their packaging and drive sales in today's dynamic marketplace. With simplicity, emotion, and functionality at the forefront, brands can harness the power of technology to create packaging that resonates with consumers and drives business growth.
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THE AUTHOR
Brent Snider is the Managing Director of Global Business Development for Behaviorally, driving new vertical growth within Health & Well-Being, Technology, Retail, and Alcohol vertical spaces and the larger commercial expansion efforts. He previously held Global Commercial roles at leading behavioral science-led research companies. Across his more than 20 years of experience in market research, Brent remains passionate about putting behavioral science into practice, more accurately predicting business outcomes for clients and increasing speed and accuracy through tech-enabled platforms + AI for better business outcomes.
