This document discusses how packaging can add preference, premium value, and profit to brands on retail shelves. It argues that packaging is an "embodiment" of a brand's personality and that 85% of products picked up by customers are ultimately sold. The document then outlines a three step process to help brands "impack" an emotional connection with customers through improved packaging and the use of eye tracking research. The steps include making initial contact to understand customer attention and decision making, defining the brand personality, and creating packaging designs that attract customers and communicate brand messaging effectively.

2. Is your packaging adding
preference, premium &
profit to your brand
on the shelf?

3. What is your packaging?

4. Packaging is the complete
“embodiment” of your
brand personality – without it,
your products wouldn't sell

5. Research shows that 85% of
products that get picked up are
ultimately sold

6. What is your brand?

7. Your brand is simply
your customer's gut feeling
75% – 95%
about your product, service or
company

8. The key to your brand’s
'impacked' is it’s
emotional connection
with your customers

9. What is eye-tracking?
See what the Stand out
Customer from the
Sees Crowd

10. Seeing is believing…
Our small portable device
uses IR to gauge exactly what
is looked at, for how long, and
in what order.
Enabling you and your creative team to choose executions that
have maximum “impacked”.

11. In three steps, we will help you
'impacked' the emotional
connectionbetween your brand and
customers, through packaging and
eye-tracking

12. We'll use the following
case studies and share
some world-class
examples of packaging
that’s working…

13. Making it sizzle...
Eye-tracking proved redesign
impact:
 91% noticed brand name first.
 26% found pack in 4 seconds.
 Both were significant improvements.
“Wright’s new brand identity significantly
increased our findability on shelf. It also had
the highest ratings on Purchase Intent”
Harold Heinze, Senior Director of Marketing

14. Don’t feel blue...
P&G’s Pantene Aqua Light was
not being seen. They wanted to
test a new design utilising blue
blocking to raise noticeability.
Eye-tracking proved it.
“You cannot close the sale unless somebody
has seen the package first on the shelf. With
eye tracking, you can determine if you are
stopping consumers with your product”
Christian Simms , AD CMK at P&G

15. Don’t chew on it...
Eye-tracking identified key
strengths of new packaging
design concept. It ensured
consumers took away the key
message and identity.
Data supplied by Cadbury showed that the
new design out-sold the original within 2.5
months.

16. STEP ONE contact
Let’s make contact
with your brandscape

17. You customer's brain is wired
to filter out information (clutter)
Your customer's only buy brands
they can identify and understand

18. Your customer's brain is hard-wired to notice
only what is different

19. The most successful brands
provide customers with answers
to why they should buy, before
they’ve realized it

20. What grabs your
customers attention?
The Top 4 attention
grabbers…

21. 1. Colour
75% – 95%

22. 2. Pack shape / graphic shapes
75% – 95%

23. 3. Imagery / symbols
75% – 95%

24. 4. Wording / typography / numbers
75% – 95%

25. How's your current packaging
working?
75% – 95%
How does it compare to your
competitors on your shelf?

26. Be seen...
How do people scan their environment?
What makes their gaze linger or captures
their attention?
“Having done multiple tests on a brand you build a
wealth of cumulative knowledge. That truly helps in
the design process. In the course of eye-tracking we
also identified weaknesses versus competitors that
we didn’t even know existed.”
Pamela Waldron, Global Director of Insights at J&J

27. Be seen...

28. Be seen...

29. Be inspired...
The “rules of thumb” of consumer choices
that need to be incorporated into a design Heuristics
to maximise impact.
Leverage the “meaning” behind
colour, shape, graphics, imagery & Semiotics
association.
“Qualitative research will lead to key directions for
design creative and ensure pack design moves in
conjunction with consumer behaviour. Heuristics &
Semiotics are consumer-choice de-coded.”

30. STEP TWO react
75% – 95%
We define what your brand will
stand for
And how it will build an emotional
connection with your customers
on the shelf

31. Competitors will copy your products, cut
prices and target your customers

32. But strong brands rise above these
challenges by building that instant emotional
reaction with their customers

33. Your customers react to brands exactly the
same way they react to people (personalities)

34. Strong brands, just like strong
people, have strong, consistent,
trustworthy personalities

35. The brands customers choose to
eat, drink, wear, play and live with help them
to define who they are - to themselves and
everyone

36. At the heart of strong packaging…
– 95%
Is a strong brand +
75% personality +
With a strong
Pumped by a strong'Brand Heart'

37. STEP THREE attract
75% – 95%
We create your brand personality
expressions (packaging design):

38. Fact - breaking through the visual clutter of
your competition is key

39. Fact - too much packaging has
too much information

40. Fact - the secret to creating 'impacked' is
focus, focus, focus

41. Key packaging elements your
customer will need to 'de-code'
75% – 95%
include:

42. 75% – 95%
Variant, Net weight, Expiry
Date, Hazards, Directions, Dosage, Bar
code, etc, etc

43. Designing your packaging
requires…
75% – 95%

44. A clear communication hierarchy +
Pack elements organized by importance to
75% – 95%
your customer +
Information that is easy to understood +
Variety, assortment and product is easy to
understand +

45. A process of focus…
75% – 95%
and elimination…

46. Weakest Impact Strongest Impact
1. Doesn’t register brand name 1. Sees the variant name
despite huge size 2. Sees the brand name
2. Ends up looking at unimportant 3. Takes on board key messaging
messaging 4. Prefers the look

48. A clear communication hierarchy +
Pack elements organized by importance
to your customer +
Information that is easy to understood +
Variety, assortment and product is easy
to understand

50. Moodboard – Young Pro

52. 3 1 5
1 4 3
2
1 4
2
2

53. 3
A clear communication hierarchy + 1 5
1 4 3
2
Pack elements organized by importance
to your customer +
1 4
2
Information that is easy to understood + 2
Variety, assortment and product is easy
to understand

54. In summary….
75% – 95%
Special impacked take-aways...

56. contact
 Put your customers
unconscious mind and
where they buy at the heart
of the process
 Remember they're hard-
wired to notice only what is
different and easy to
understand
 Track to see how your
customer really understands

57. react
 Know thy self
 Before you start, build a
brand personality, pumped
by a strong 'Brand Heart’
 Your packing design will only
succeed if you have a strong
creative agency brief

58. attract
 The secrete is to say more
with less (be more focused)
 Ensure a clear
communication hierarchy,
organized by what's
important to your customer
 'impacked' the emotional
connection between your
brand and customers

59. Thank you...

60. contact us to add impacked to your brand
info@red.tm
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