Question: What features of packaging are likely to attract the attention of customers and what information is conveyed to customers?
In this case, we combine high-level eye tracking systems with traditional pen-and-paper testing methods to enable products to achieve a very effective design. The reason why we study multiple products in this case is because our research aims to find some important factors that can be used to help people have a general understanding of the following: What is a product design? Factors attract the attention of customers? What factors have promoted the customer's understanding of the product?
The results of this test can not only identify the weaknesses in the competition, but also further strengthen the competitiveness of the product's terminal sales. Through this case, we can also find the best opportunities to develop new products and expand the production line.
Key factors for successful market research:
â– Combination of psychological testing methods and traditional testing methods â– Multi-layered, real-world merchandising display
For packaging product manufacturers, there is a strong sales effect after placing the product on the shelf is the most real and most profitable. When a customer picks up an item, puts it in a shopping basket, or puts it back on the shelf, it is this choice that most often reflects the degree to which the product is favored by the customer. Manufacturers often rely on those potential advantages, such as advertising, promotion methods, price reductions, and the distribution of product points to promote product sales, while appearance design is often overlooked. However, this factor is still an extremely important factor in determining whether the customer makes the final purchase decision. Therefore, the appearance of the product packaging design must:
·Attract customer attention ·Let customers generate interest to buy ·Describe product features ·Transfer sales information ·Stimulate purchase desire
As a result of the appearance test before the product was officially put on the shelf, a paper company with a dominant position in the home market decided to test the designs of the four products, and not only to evaluate its brand through comparison with competing products of other brands of the same type. Status, but also analyze the strengths and weaknesses of the design. As the investigation deepens, market researchers can evaluate the competitive position of the product in the market and decide:
· If the reasons are sufficient, the current design can be improved;
· Provide guiding principles for product packaging design and development in the future;
Maintain the current attractive design (ie, not change);
· Understand the gap with other competing products;
· Use the results of the survey in other advertising and promotional activities;
Brand management can benefit from increased sales revenue through influential designs. For example, product appearance is particularly eye-catching in a row of products, and through the packaging of important information, it will stimulate the customer's desire to buy. Treistman & Stark Marketing Company was commissioned to implement this investigation. In order to evaluate the effectiveness of packaging, they used many available research methods. However, the main purpose of this survey is to better understand the design: what part of the appearance has caused the customer to consider the purchase of the brand, and what part of the product has strengthened the product image communication? To this end, there are some means and methods. Because it is able to record the ability of appearance to attract customer's attention, and to be able to discover the attractiveness level of specific brand features, the researchers unanimously agreed to use these measures as criteria for analysis.
This selected method uses the gaze of the surveyed subjects to record their attention changes, which is also a test of whether the products on the shelf can be quickly noticed by the respondents and the attractiveness of individual products. In addition, the researchers also designed a questionnaire to evaluate the product's communication. The eye tracking system captures her gaze and records an average of 60 recordings per second as the subject surveys 35 mm slides.
Expressed in marketing terms:
For rack placement of competing products:
·Percentage of respondents' attention to each brand ·Proportion of time the eyes stayed in each brand ·A survey of a brand by respondents ·A first impression, second impression, and third impression of a brand by respondents
Packaging for individual products:
· See the time ratio of each pattern element · The order in which you see it in turn, that is, what you see first, what you see, and what you see again.
· Time spent on each element · Readability of text on designs
Interviews, in the traditional sense, are a source of uncertain customer opinions. In this regard, we have used a feature list and a subjective test of psychology and sensation to find communication points related to market strategies.
In order to make full use of the results, we tested four products. These products are:
· Toilet paper, tissues, tissues, sanitary napkins
The researchers created a variety of stimuli to simulate real scenes. For example, between survey respondents, through continuous changes in the arrangement of each product, to capture:
· Various horizontal and vertical product placement methods adopted by various chain stores · The order in which various brands and brands appear in different regions of the country are constantly changing to avoid prejudice caused by the ranking order
Each surveyee can only see one product display (exhibition scene) and two packages (single brand) for each product. The appearance order of the brand arrangement is constantly changing.
Sample composition
Interview arrangements were conducted with 300 women. The age of women was between 18 and 65. They were also often the main purchasers in the family and the customers of the major retail stores. In the past 3 months, each surveyee has purchased the following products: toilet paper, facial tissue, paper towels, and napkins.
Research Process • A trained subject sat in front of a screen with an eye tracking system. They were able to see through 35 mm slides a series of scenes they routinely saw in supermarkets, including the display of these four paper products. Changes in the focus of their gaze are recorded on a computer. These changes include: what products the surveyee saw, what brands were there, what were ignored, the order in which the products were viewed, and the eyes that stayed on the brand The length of time; whether to re-examine a brand or product.
· The surveyees then passed a 35mm slide and saw 8 individual brands, each of which was a product. Changes in their focus points were recorded, including the elements they saw on the packaging, which elements were ignored, and the order in which they were viewed, the length of time they stayed on each element, and the length of time they stayed on each element. How quickly each element is seen.
• After looking at a single product, the researcher needs to be able to recall what the surveyee can recall without prompting and needing prompts. In particular, for each brand that recalls, it is necessary to ask the surveyees what patterns and texts are on each package in their memory.
After the customer's answer, the verbal interviews with the respondents who saw slides of 8 individual products have not ended. For each product, respondents also evaluate the product with a set of product characteristics as required and answer questions about purchasing interest.
The product arrangement countermeasures of the shelf are the influence of the object. The questions raised by this test include:
· Brands that attract higher attention · Designs that attract attention quickly · Competitive advantages and disadvantages of each brand · Attention to the multiple products displayed together · Use of colors · The total number of brands in this product · Brands that can quickly attract attention • Advantages of placing products horizontally and vertically • Effects of pattern designs
The packaging analysis for each brand in each product includes the following:
· The speed of brand communication · The value of pattern design · The elements that are noticed and the elements that are ignored and rarely noticed · The order of the notes on the components of the label (What to see first, then see what, then What is it?)
· Communication of product features · Use of personal images · Effects of advertising messages · Influence and significance of product descriptions · Possibilities of backgrounds in packaging · Noticed · Possibility of product being noticed · Same market Relationships between strategies · Aesthetically attractive to customers · Attention to copywriters · Comprehensiveness of package inspections · Understanding of specific information · Visualized description of pattern processing · Features of elements
Based on the current survey results, merchants can make specific and rapid changes to the brand's competitive disadvantages. For those designs that do not exhibit deficiencies, there is no need to consider redesigning documents and designs.
In addition, agents can provide the most basic evaluation criteria for the expansion of packaging design, development and production lines in the coming years by understanding the insufficiencies of each product packaging that needs improvement. As a result, market research can ensure that the biggest opportunities are captured in the sales market.