Want Results? Avoid Beauty Contests When It Comes To Package Design

Want Results? Avoid Beauty Contests When It Comes To Package Design

Marketers will often turn to focus groups for feedback on current or proposed packaging design. Unfortunately, traditional focus groups tend to mimic beauty contests. They turn into opinion gathering sessions that support a participant’s point of view, rather than providing feedback on consumers’ actual buying behavior within the store environment where products are purchased.

Participants play art director over design issues, confuse the brand with the package design, react emotionally to price increase questions, and talk about what they “like” and “don’t like”. As a result, the output quality of this type of research is minimal at best.

On the other hand, effective behavior-based focus group research measures the effect of brand influence, analyzes the buying behavior of participants in a comparative retail environment, and uses eye-tracking technology to find out what consumers pay attention to – and what they ignore.

The significance of brand influence

Effective brand value testing involves separating the brand name from the actual proposed or current package design. This measurement gives an indication of how the brand is perceived prior to seeing a packaged product. Participants are then introduced to the packaging and asked if the new or proposed package design adds, or detracts from, perceived brand value. Marketers may be making a costly mistake if the perceived value of a brand is negatively affected by a new design architecture.

Buying behavior of participants in a retail environment

Packaging design is measured and tested in the comparative marketplace for which it is intended. A comparative marketplace is one in which the competition sits side by side for comparison and consideration. This is a circumstance that does not usually occur in print and broadcast media; as competitors usually do not jockey to be side-by-side.

According to Wharton School research, over one third of the brands displayed on the shelf are never seen. A colorful and exciting new design that is approved in the boardroom or chosen in a focus group may fail if all the other packages on the shelf in the same category are equally as colorful and exciting. Contrast is what makes a package design stand out on the shelf, and this can be achieved through the effective means of both design and structural innovation.

Eye-tracking technology

Consumers spend 2-3 seconds scanning a package for relevant information. If they do not immediately comprehend the benefit they will move on to a competitor’s brand. It is imperative to know what consumers are seeing and what they are not, and this can be done effectively with eye-tracking technology. This type of research gives marketers an idea of which messaging to prioritize, and which information to minimize.

Not surprisingly, the more text there is on a package, the less it will be read. Unfortunately, many well-meaning marketers think the opposite, and act accordingly. Some of the product designers at Microsoft have put together a great parody of this practice by showing how the Microsoft marketing department would redesign Apple’s iPod package. Instead of the simple and elegant messaging Apple created, it becomes a hodgepodge of system requirements, badges, call-outs, sub-branding logos, benefit statements, feature lists, and more!

Effective behavior-based focus group research goes beyond “opinion gathering”, giving researchers the feedback necessary to understand the impact and value of both present, and proposed packaging design in real-world terms.

Tim Robertson is Creative Director of BigCity, a packaging design agency. Visit http://www.bigcitygraphics.ca for more ways to avoid old-paradigm thinking around package design and research.

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Using custom packaging tape

Using custom packaging tape

Custom packaging tape is ideal for those wishing to advertise their business. Custom packaging tape will not only help you to advertise your services but also add professionalism to your packages. With so many different types of packaging tape available, you can find a design that will suit your requirements and enable your services to become noticed.

Custom packaging will not only enable you to improve the image of your business but also enhance security. Not only can you use custom packaging to promote your services, but also opt for a selection of printed messages that will keep your packages secure, enabling you to improve the quality of your products and services.

Custom packaging is the perfect choice for those wishing to create their own brand. You can choose from a wide variety of packaging tape and have your own brand name printed as well as any bar codes or security signs that will enable you to add professionalism to your packages.

Jeaton offer a wide variety of custom packaging tape for those wishing to advertise their business or enhance the security of their packages. Jeaton’s selection of custom made packaging tape is available in a number of designs, making it easy for you to find something that suits your requirements.

Jeaton offer custom made tape in a variety of different colours, which is ideal for those wishing to achieve a certain image for their business. Not only does Jeaton’s custom made tape provide plenty of strength for packages, it is also suitable for use in different temperatures, providing you with a top quality product. Jeaton’s custom made packaging tape is simple to use and will enable you to improve the look of your packages, allowing you to create just the look that you are aiming to achieve.

To know more about Using custom packaging tapes visit http://jeaton.co.uk/packaging-tapes

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Promotional Sports Bottles

Promotional Sports Bottles

Using promotional items to up the brand name or to simply gift to attending audiences is a terrific method to advertise the company name and its contact details. Among such items, promotional sports bottles stand out since they are versatile gifts that have no age limit, no gender preference and are perfect choices for corporate as well as the general public. These items are promoted mostly in outdoor events such as sports meets, marathons and other kinds of outdoor activities. However, this does not mean that they cannot be given to working men and women. Promotional Sports bottles come handy to anyone. In today’s fitness minded world, most adults exercise on a daily basis. To them a sports bottle is the best promotional gift. Anybody who goes out for a walk or bicycling or running will always carry a sports bottle along. If this happens to bear your company’s ad, then the people that they will meet along the way shall also get to know of you. Gifting these items to corporate customers is also not a bad idea since everybody can use them regardless of whether they exercise or not. These bottles serve as potent memorabilia because they will always remind the recipient of the particular event where he or she received it. One significant advantage of using sports bottles for promotion is the fact that the entire surface of the bottle is available for advertising. Unlike T-shirts and bags, sports bottles can have a large logo etched all over the body without making it look odd. The choice in color and design are enormous and so is the chance to customize promotional sports bottles. One can either choose to go all out and colour the whole bottle or stay sober and put in a small logo. The only thing that one has to keep in mind when designing these things is to cater the design as per the requirements. For example, if a company is sponsoring a marathon, then it can go all out and advertise its logo on these things, however, if the bottles are gifted in fairs and conferences, then the design should preferably be toned down and maintained as per the context of the event. The shape of the promotional sports bottle also plays a key role in its success. Using squeezable plastic bottles for track meets and outdoor activities is all right but, for conference use, aluminum or steel bottles preferably thermal ones work best. Investing a little extra on multi-utility bottles, which have more than one opening and will fit a bicycle strap as well as a cup holder is a neat idea. Using bottles that have straps or small hooks on them is a splendid idea because these bottles will be easier to carry around. Regardless of the shape, promotional sports bottles will serve their purpose of advertising since many people use more than one bottle. In fact, many people keep a stock of such things since they shall come handy in the future.

Businesses that want to market to fit active people will often create promotional sports bottles. Another popular product which is similar is a promotional bottled water, which is reusable and therefore a bit more eco friendly.

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Wholesale Bottles ? Using Sports Bottles for Advertising Your Company

Wholesale Bottles ? Using Sports Bottles for Advertising Your Company

When you are running a business, it is very important to use the right marketing strategies for its development. There are different types of marketing options available in the market that will help you to improve your brand name and reputation. Promotional gifts are also one such cheap and effective traditional marketing option that are used by most of the businesses. Moreover, this type of marketing is suitable for both small as well as large business organization. Although there are various types of promotional products that you can provide for your business, sports bottles are considered as one of the best options. You will be able to give these bottles for your clients, customers as well as for the employees. There are many custom drinkwear available in the market, which can be used as a perfect gift item for any advertising campaigns or events. Moreover, if you are buying wholesale bottles, you will be able to save a lot of money.

 

However, there are some vital things that you should consider when providing sports bottles as a promotional product of your business. You should also include your company’s name or logo on the bottles. Apart from these, you can also include some of the contact details and web address of your company on the bottles. As there is also option for custom printing on the bottles, you can select a design or style that suits the type of business you are running. Therefore, before making the final decision, it is very important to consult an expert and discuss about the type of bottles you are looking for. These individuals will consider your business and the type of products or services you provide for selecting the right design and patterns.

 

It is not just the large business using sport bottles as a promotional product, but also many small businesses. As there are many companies in the market today, which are providing Wholesale bottles, you do not have to spend hundreds of dollars for buying these products. Therefore, sports bottles will help you to make a unique marketing campaign for your company.

The Author is a professional writer, presently writing for Wholesale Jars.

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