1

Designing “Surprise” Into Your Product

Packaging

2

Designing Surprise Into Your Product Packaging

3

Surprise must be designed into your pack to create a WOW!

4

When one's expectations are blown away and we get a whole lot more than we ever expected...that becomes a WOW moment!

5

Surprise packaging sells.

If the packaging design can trigger ones five senses and engage us by grabbing our attention, then that design can convert the “auto-pilot task of grocery shopping into a fun and surprising experience. 

6

Great packaging designers look to bring a pack to life with the

use of both visually striking creative graphic and structural

design.

7

Great packaging designers work to differentiate and make the product stand out. They strive to have the customer go… “WOW! Check this out!”

8

 2 parts to creating SURPRISE that brand marketers need to take into account when it comes to their product packaging design…

9

The first part of the SURPRISE at the shelf.

It's the WOW that excites the category and catches the consumer's eye calling for them to pick the pack up off the shelf and engage with it.

10

The second SURPRISE comes when the consumer gets to

open the pack making them go “WOW!” 

11

How to stand out in a sea of pretty…

12

                           

Today’s supermarket

shopper is constantly

bombarded with visual data

shouting for their attention from

the very moment they enter the

store.

13

Whether it be the enormous variety of SKU’s on the shelf or simply the sheer volume of strategically placed point of sale material, the retail environment has become one in which it’s incredibly tough to stand out.

14

Its tough to surprise and

make an impression on

shelf. One pack has

become just another

pretty face in an ocean

of pretty faces.

15

It’s been said that: “The true role of marketing is to provide clear differentiation

and memorable experiences for the

customer.” Never more is this statement true than on today's retail shelf.

16

Unique Attracts!Customers are drawn to

products on the shelf that have been beautifully packaged.

A design which excites that is unique & interesting automatically

attracts potential customers.

17

Did you know that *66% of consumers tried something new simply because the packaging caught their eye?  (*According to a Westrock - A renowned international product packaging manufacturer - 2016 survey).

66% is a target that would whet the appetite of even the most

jaded marketer.

18

What should you be doing to get your packaging to help you stand out on-shelf in the overcrowded and hyper-competitive big-box retail world?

How do you break through the “me too zone” and make a powerful on-shelf impression?

How do you stand out so you can get picked out?

What does your pack need to become to create a WOW!

19

• Typically those individuals who are comfortable within themselves.

• Have the confidence to be unique allowing their individuality to shine.

• Are not afraid to speak their mind and avoid following others, especially when this results in sameness and conformity.

• Someone whose appearance is striking and is remembered by others for being someone special and is worthy of looking up to.

 Wikihow: People who stand out from the crowd are:

20

This means that for the brand marketer who is looking to grow their market share, need their product/s appearance to stand out & excite the category.

The packaging design needs to be striking and remembered by others for being special and worthy of grabbing attention & stopping the busy consumer to take a look.

21

What is your pack doing to break the consumer's habitual shopping patterns an have them stop & look?

22

Carla Fantoni, vice president of communications for Tetra Pak U.S. and Canada.

“According to our research, shoppers

spend on average 27 seconds making a

decision in the aisle, which makes shelf appeal incredibly

important in capturing relatively disengaged

consumers.”

“Brands need to take the time to focus on package quality and

design to create packaging that offers a bold, consumer-facing billboard on the shelf.”27 seconds

23

When you think about your products on-shelf, have they been designed to stand-out?

Are your packs consumer-facing billboard's ?

24

“It’s easy to stand out when you do something no one else is doing. To beat your competition you can’t just be a little better than they are. You have to do something different than they do….

Stirring positive emotions, be they joy or inspiration or peace of mind, sending them a message that there’s more where that came from.”

25

What positive emotions are your product packs stirring in your target consumers?

26

00/00/2016

To stand out, job candidates must:• Make a good first impression• Self promote themselves

(Hays Recruitment)

27

 

Brand marketer opportunity

The message for brand marketers wanting to get cut-through on-shelf is clear… albeit obvious…. “Make sure you stand out on shelf!!”

28

Create packaging that makes a good first impression and that sells itself!

29

Develop a pack design that stirs positive emotions.

30

00/00/2016

3 ways to get STANDOUT appeal and disrupt the shelf

1. Look2. Form3. Function

31

 The disruptive marketer must consider each of these 3 elements & determine which one of them your product ….• can disrupt, • should disrupt and, • can afford to disrupt.

32

Which of the 3 elements of form, function or look can you apply to disrupt and excite your category?

33

 At Jam&Co we review the 3 key elements of a product on shelf through the lens of what we have determined are the 5 Jam’s of disruptive packaging design™.

 

34

The 5 Jam’s of disruptive packaging design™.1. BOLD: In our visually saturated marketplace your brand needs to stand. The packaging design must grab and hold the consumer’s attention. However, there’s a big difference between boldness and recklessness.

35

The 5 Jam’s of disruptive packaging design™.

2. HONEST: The only truly defend-able brand position is an authentic one. Potential customers can spot a phony “over promising” product from a mile away.  Authenticity speaks volumes. Brands that tell a genuine, honest story resonate with people. People believe in honest brands. The packaging design needs to call out to HONESTY!

36

The 5 Jam’s of disruptive packaging design™.

3. GREEN: A dynamic trend influential in today’s packaging design acknowledges the growing consumer awareness of environmental issues. “Green” packaging is very popular among today’s consumers.Sustainable pack design means taking the long view. It’s about making choices today that balance the 3 p’s people, profit, and planet…. to create a greener future.

37

The 5 Jam’s of disruptive packaging design™.

4. CLEAR: What is your essence? What makes you different from other brands? If you look at some of the most iconic brands on the globe, they send a clear message about what makes them unique. Once you decide what makes you different, your entire brand and package design must be focused around this.

38

The 5 Jam’s of disruptive packaging design™.

5. LOVED: Emotional connection is a powerful way to link the heart of your target market with the soul of your brand. This connection is the degree to which your customers care about your brand beyond its rational attributes. It is more psychological than logical and more unconscious than conscious.

39

Thinking about your product packaging , how do they stack up against the 5 Jam’s of disruptive packaging design™ above?

Which of the 5 can you apply in a cost effective way to help you get cut-thru on shelf?

40

Lets talk …Communication hierarchy of the packaging mix

• Visual hierarchy supports comprehension and reinforces your brand message.

• Visual hierarchy guides the consumer through the story you want them to grasp.

ColourShape/Form

Symbols/images

Words

41

Branding Strategy Insider author Derrick Daye :

“Strategic & informed package design is a must,

which can only be accomplished through a carefully engineered

sequence of color, shapes, symbols &

words.”

42

This means that the packaging hierarchy needs to be designed with the view of :1) drawing the targeted consumer in with an

emotional connection 2) creating a distinct hierarchy and 3) tempting interaction.

43

Considering your product packaging, how does your products hierarchy stack up? (At the very least against your competitors on shelf)

44

Grabbing competitive advantage at the shelf

There is a key element that will have you stand out above all else…(BTW: most

marketers are too risk avers & most often don't have the budget) to use it to crush the

competition on shelf...

45

...This element when done well has the

potential to crush it and completely

disrupt the shelf.

46

…..FORM

47

Product packaging form has two primary purposes:

1. To contain and protect the food or beverage (form functionality)

2. To catch a consumer’s eye on the shelf. (form differentiation)

48

Form disruption power…

 Imagine you are walking down the aisle looking for tissues and you saw a row of Kleenex Tissues that presented like the image below, what would you do? Would you stop and look? Of course you would. That’s using the power of form to grab consumer attention.

49

Premium Packs = Premium Prices

More and more manufacturers are beginning to use premium packaging as part of a product’s value positioning and a proven way to deliver incremental sales for their brand.

50

“According to Deloitte’s 2015 American Pantry Study,

today’s consumers are willing to pay

more for products with the right attributes,

including innovations and improvements,

customization and convenience.”

Tetra Pac’s VP of Communications, Carla Fantoni

51

Premiumising your pack adds value. 

Depending on the social or financial value a product pack delivers, in many instances manufacturers are even be able to increase the price for the same product.

52

With a premium pack, brands can have consumers willingly pay extra simply because they "premiumised" their packs.

53

NOTE: As more & more manufacturers adopt this strategy to improve their top lines, still others will jump on the premium packaging bandwagon. Soon “premium” will soon become a consumer expectation.

For the moment “premium” is still an opportunity to carve out additional revenue.

54

Designing form isn't simply about crazy or zany forms designed to jump out at the consumer from the shelf. Rather they should be purposely considered that adds value and convenience to the consumer in the form of convenience which inherently add value to the user experience.

Form functionality

55

“Attributes like functionality, shape &

graphic design have the ability to make a package appear premium in the eyes of the consumer.

Consumers desire package designs that are

more adapted to their needs than ever before”

Tetra Pac’s VP of Communications, Carla Fantoni

56

Examples of packaging form which are seen as value adds. • Reseal-able pouches• car cup holder-sized packages • mini packs

These forms contribute to the consumers perception of "premium".

Think about the Toblerone iconic pack shape cues brand personality and suggests premium.

The form connects on a sensorial level and appeals to the consumers multiple senses.

57

Packaging form which are seen as value adds…

58

Awesome form design has the tendency to imbue the product inside with a sense of premiumised mystique.

59

When packaging becomes more than simply packaging...

60

If you have ever bought an iPhone then chances are very likely that you still have the box it came in?

What is it about those iPhone boxes that makes them so hard to part with?

61

How many packs of products do you still have simply because they were so gorgeous you just couldn't part with them?

62

Beautifully designed packaging has the power to attract attention, engage with and provoke consumer curiosity.

63

Beautifully designed packs both encourage customers scrutinization and more importantly, to trial the product.

64

 The packaging design represents the esteem and value in which the product is held by the brand and is therefore perceived by the consumer.

65

Disrupting the category with packaging form design

66

00/00/2016

Product packaging drives perception

67

Perception is our personal opinion, our point of view about a particular event, person or thing.

68

Consumers make subconscious decisions about

products and subsequently pass judgement on products

depending on how the product is packaged. 

69

Perceived value of the external product

packaging, can enhance the perception of the utility of the product

inside.

70

The product pack impacts the perceived value of

what the consumer receives (quality) versus

what they would be willing to pay (price).

71

•  More than 60% of online shoppers say that premium packaging makes a brand seem more affluent and expensive.

• About 50% of shoppers say that premium packaging makes them more excited about opening a package.

• 40% of shoppers are more likely to recommend a premium packaged product to their friends.

Premium packaging stats.

72

As people’s lives become busier, decisions must be made quicker.

According to research, shoppers spend

on average 27 seconds making a decision in the

supermarket aisle. “The average shopping trip takes around 20 minutes – 17 minutes to walk around and three minutes to search and select” (Smurfit Kappa (2015)

73

 Despite the varied amount of shopping options and shopping channels available for the consumer to research and to buy, the consumers decision timeline is getting increasingly shorter.

Multiple shopping channels/options

74

This compressed window of time has forced brand marketers to become more creative in their marketing tactics to ensure that it is their products which are the ones ending up in the shopping trolley.

75

Putting the WOW into your packaging design

Philip Kotler’s book, Marketing 4.0, points out the critical importance of creating a “WOW” customer experience. 

76

“Today's customers have less time &

attention to devote to your brand - & they are

surrounded by alternatives every step

of the way. You need to stand up, get their attention, & deliver the message they want to hear.”Philip Kotler

77

Today’s best marketers use the element of Kotler’s WOW to SURPRISE and apply it to their product packaging to grab the consumer's attention and make sales at the shelf. 

They use the critical elements of form, function, symbols, words and colour to grab the consumer's attention and get them to put their product into their shopping basket.

78

79