My most successful packaging clients use this 1 brand differentiating secret,
And, it really works!
Are humans just like fish?
Are we like fish, attracted to bright shiny objects and packaging is the lure?
As a Sales & Marketing professional in the packaging industry, I have the good fortune to work with brands that are designing or redesigning their packaging, and I also work with the packaging distributors that the brands use to design and put together the packaging the creatives dream up. There is one trick that all my most successful clients always use.
Undeniably brands are in a constant battle for relevancy, differentiation, and the never-ending battle to deliver a brand that creates an emotional attachment with the consumer. Brands will use high visual impact with their designs through their artwork, color, specially shaped packaging and packaging that uses unique types of caps and closures – sometimes very expensive glass and metals.
The brands that truly understand shelf presence seem to have a little secret. Shine!
– in 2013 Andrew Hurley, PhD, Associate Professor at Clemson University School of Packaging Design and Market Researcher conducted an eye tracking study that clearly captures the consumers eye fixation when looking at packaging that uses high visibility enhancements (shine) vs. non enhanced packaging, and it is now a fact - the time to eye fixation and duration of eye fixation is dramatically faster and exceptionally longer with high visibility packaging enhancements.
When confronted with bright shiny objects we humans are not much different from fish at all. Shiny packaging causes us to find the package much faster and look at it much longer! When a package commands this respect it is commonly referred to as having ' shelf-presence '. This is the holy grail folks!
The mystery is now explained as to why so many of the majorly successful brands we know, and love are so successful at stealing the limelight from their competitors!
Think of the brands that you know and how many stopped you dead in your tracks because some element of the package is shiny or colorful and shiny.
Still a non-believer? Check out this study by the Foil and Specialty Effects Association -