What does packaging represent? For some in FMCG, it carries all the hopes, messaging and value of the brand and its product. A great package can support the 76% of purchases that occur ‘in-aisle’. So, how do you improve it? Read on as we take a look at what matters to consumers and how to improve packaging design with neuroscience research.
The art of packaging design
The earliest forms of paper packaging can be traced back to the first or second century BC. Originally, packaging was used simply to carry or store food but has since become one of the main ‘levers’ to prompt impulse purchasing. As the science, design and technology behind packaging continue to evolve, so do the results.
Once upon a time, it was simply enough to have a recognisable brand on packaging. Once upon a time, it was enough that mail order arrived in a one-size-fits-all cardboard box. However, as the expectations of customers have grown along with the competitive landscape, packaging has become much more than a wrapper.
Improving packaging design
To understand the need to improve packaging, we need to understand the objective. You could choose to improve or redesign packaging for any number of reasons, such as:
- To revive flagging sales
- To differentiate from a similar competitor
- A new product feature to promote
- To keep the design looking modern
- To improve the experience of consumption
- An improvement in the unboxing experience
- To complement an advertising campaign
- To enhance sustainability and contribute to a circular economy
- An update to health & safety or nutritional information
- To fit different products or delivery options
As you can see, 10 examples do not cover all of the reasons behind a packaging redesign. Those that have to be done, such as for fit or updated information, are done for operational reasons. The rest are motivated by the need to sell more of that product. But, how do you know what packaging changes will increase sales? Will the new design get a different response to competitors? Are customers happier with the new unboxing experience?
Neuroscience and packaging design
Once you have decided to change the packaging, it needs to tick a few boxes. Firstly, it should not be so different to the original that the customer fails to recognise it. Secondly, it should be different enough that the customer notices an improvement. Thirdly, it would ideally have greater positive association than the old design.
If your packaging is for mail order or ecommerce, it doesn’t need to ‘compete’ for attention in the same way. Naturally, the focus here may be on function or sustainability. Think of an Amazon delivery box and most people could probably name 2-3 key features of the design.
So, how do you know how to improve it? Do we rely on a survey to say what is important? Do we ask a focus group to give their opinion? How about the artwork we like the best from a design agency? What about the best box design for the warehousing and logistics teams? Unlike many common approaches, neuroscience helps to predict and measure the response to packaging. This is possible both in isolation, versus a range of competitor packages or even in a mock-up of an aisle or webpage.
Improved packaging response
Following so far? In the FMCG world especially, packaging is one of the most important design assets. It can make the difference between one brand’s product and another at the moment of purchase, also known as the moment of truth. When you consider that up to 98% of purchasing decisions are subconscious and that the majority of this is emotional, not logical, it pays to research your change before you make it. Conversely, if conscious and rational decisions are a minority, why do we persist in using surveys and focus groups to help us understand emotional choices?
With the help of neuroscience, we can predict and study the association and recognition as well as the emotional and physiological response. Yes, we provide tools and techniques to build greater emotional value. Armed with this information, we believe that we can be at least 20% more accurate than other research methods.
“We also know that when there is a strong emotional connection, buyers are likely to spend up to 68% more and use a product up to 70% more. Now that’s a good reason to revamp the packaging.”
Better packaging needs other improvements
Now that you are ready to launch your shiny, new package, what about your campaign? The emotional connection, engagement and value from the campaign helps to increase the positive association and emotional response. Furthermore, an enhanced packaging design that is purely superficial may fail to address other negative emotions. For example, how do customers feel about touching the packaging, reading the labels, opening it and disposing of it? Brand, product and consumption are three of the four pillars of one definition of Customer Experience, as covered in our recent webinar. So, let’s take the opportunity to enhance more than just the label.
Making neuroscience accessible
Think Beyond is a business and marketing consultancy. We offer research, planning and change services to enable accelerated time to value. Through our research pillar, we offer informative surveys, market profiling and analysis and also neuroscience. Additionally, our neuroscience services cover neurobranding, neuromarketing, neuroexperience and neuropackaging.
If you would like to find out more, simply call us on 01565 632206 or email sales@think-beyond.co.uk.
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