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.

Article from articlesbase.com

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Here Comes the Sony Ericsson Hazel

Here Comes the Sony Ericsson Hazel

If you’re environmentally conscious and would like to minimize your carbon footprint in the world and purchase only eco-friendly, green products, then the Sony Ericsson Hazel is perfect for you.

Another GreenHeart Device from the Company with a Green Heart

The Hazel is part of the GreenHeart line of Sony Ericsson, which further proves their commitment to the environment by creating more responsible and more sustainable products. The GreenHeart line shows that it is possible to combine great design and innovative features with a green, eco-friendly approach.

When you purchase a GreenHeart phone, you’ll instantly notice the minimum packaging and the electronic user manual stored on the phone as a PDF file instead of having the usual paper manual that consumes so much paper. A GreenHeart handset also comes with more energy efficient display and a low-powered charger to reduce the use of electricity.

The phone itself is made largely of recycled plastic that is free from dangerous chemicals, and uses only waterborne paint, which is better than the usual solvent-based paints because of having less volatile organic compounds.

A Classic Design for a Soon-to-Be Classic Phone

The design of the Hazel is sure to impress you with its elegant curved effect, so that the phone follows the contour of your own face when you open the phone to use it. It measures a mere 102 x 49 x 16 mm and weighs only 120 grams. This makes it easier to carry the Hazel around.

The Hazel comes with a 2.6 inch TFT touch screen display that can support up to a maximum of 16 million colours and has an impressive resolution of 240 x 320 pixels. In order to avoid minor scratches on the screen, there is a scratch-resistant surface covering.

Great Features on Such an Eco-Friendly Phone

A lot of people seem to think that having an eco-friendly mobile phone means that the features will be sacrificed. However, this is not the case when it comes to the Hazel. It has a high-quality 5 megapixel camera with LED flash and autofocus, and which also has face and smile detection.

It comes with a built-in GPS receiver with a-GPS (Assisted Global Positioning System) support, which can allow all the images on the camera to be automatically geo-tagged with relevant information on the location. You can easily display the images online, and people can check to see where the images were taken.

The phone utilises the GPS set up in order to operate as a Satellite Navigation (SatNav) device, which is why the WisePilot navigation software is installed on the Sony Ericsson Hazel. This will make it easier for you to try to locate new places that you are unfamiliar with.

The Hazel offers native support for a host of social media services. As with most phones today, there is a built in application to make it easier to access Twitter, MySpace, Facebook and YouTube. It also has a unique blogging tool which can enable you to maintain an online journal which will be published directly from your phone to the web.

You can visit Moby1 to compare all the best mobile phone contracts. Where you can find the best deal for Sony Ericsson Hazel on contract. You can also search through the best deals available for PAYG phones.

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There Are Many Important Things To Keep In Mind When It Comes To The Use Of Facial Implants

There Are Many Important Things To Keep In Mind When It Comes To The Use Of Facial Implants

Your facial implant operation can take place in several different locations. These include a freestanding surgical center, an office-based facility, or a hospital outpatient facility. Occasionally, your cosmetic surgeon will require that you stay over the night. Your surgeon will generally make this recommendation based on how you are responding to the surgery, your overall medical condition, and whether or not you had another plastic surgery procedure performed at the same time as your facial implant surgery. In some of these cases, a facial implant procedure will require only a local anesthetic that is combined with a sedative. More frequently, however, a general anesthesia will be recommended.

The insertion of a chin implant will take from thirty minutes to an hour. During the surgery, the cosmetic surgeon will select the proper shape and size of implant to best enhance your appearance and follows by inserting the implant into a pocket created over the front of the jawbone. The tiny incision to create this pocket and insert the facial implant is placed in one of two areas. These areas are inside the mouth (along the patient’s lower lip) or in the patient’s skin just below their chin area. Typically, the chin will be taped after the surgery to minimize the swelling and discomfort. Sutures placed in the skin will be removed within five to seven days. If the cosmetic surgeon decides to use the intra-oral incision, the sutures will dissolve. You will likely experience some swelling and discomfort in the affected area for several days following surgery. It’s normal for patients to experience some temporary difficulty talking and smiling. Black and blue marks will likely be visible around the neck and chin. Your plastic surgeon will be able to instruct you about eating restrictions, dental hygiene, and any activities your should not participate in while in the healing process.

You must remember that with any facial cosmetic surgery procedure even though you may look and feel better in a short period of time, it may not be advised that you participate in certain activities. It is especially important to avoid activities in which there may result in the facing being bumped or jarred. You will need to avoid these activities for several weeks after your facial implant surgery. To be safest, it’s best to check with your plastic surgeon about these issues. Another issue that you may face is the inability to accurately elevate your appearance for weeks, and sometimes even months. You will need to give yourself plenty of time to get used to your new look. You will likely be surprised that many people will not be able to recognize that you’ve had facial implant surgery.

Dave Stringham, the President of LookingYourBest.com writes about plastic surgery in Detroit, Michigan and plastic surgery procedures including detroit cheek implant, rhinoplasty, tummy tuck, facelift, eyelid surgery, arm lift, liposuction.

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