Cultivating brand potential


It’s like an addiction

Posted by: Jo Briton

Categories: Packaging,

Thu, 17 Apr 2014

It’s worth reading this article in Marketing Week about packaging if you get a chance. It includes details of designing packaging which include ‘biomotive triggers’, brands that can create addition-like responses in consumers.

These are particularly relevant in fast moving consumer goods (FMCG) packaging where shoppers need to use mental shortcuts, or ‘heuristics’, to guide their choices.

For example the new puppy on Andrex packs was carefully selected, designed and located to play on emotional triggers.

Fresh meat brand Gressingham Duck is another example, a brand I admire as I thought their rebrand by Elmwood was innovative and really made the products stand out, also their duck is really yummy. Their repackaging showed an 8 per cent sales uplift for the brand and for the duck meat category as a whole.

Shapes and colours stimulate the biometric triggers in shoppers particularly well. According to Dominic Medway, head of marketing at Manchester Business School, brands are becoming better at using tactics to trigger a response from their target audience, particularly in gender-focused marketing.

He says: “Men and women react differently to colours, shapes and language, so brands are paying more attention to modifying these details. Tesco uses a robust, square-shaped packaging for its chunky muesli product aimed at men.

By combining this packaging style with hazard colours of black and yellow and bold writing, it is successfully combining and incorporating triggers to make the male brain respond.”

Source: Marketing Week