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Packaging
Design Evaluation
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The
universal objective of Consumer Packaging Goods marketers is
to compose a product launch that successfully motivates the
target consumer. 'Compose' in the truest essence of the word
as a creative process that demands the blending together of
diverse elements. In the case of CPG marketing, the distinct
elements share a common goal of addressing consumer motivations
and unmet needs in a way that serves as a call to action.
This
being said, we all know that consumers' motivations are shaped
by forces beyond utility. Much that underlies our behaviors
is not rational or dictated solely by conscious processing of
information. No matter how well-formulated a product may be,
if it is not positioned to push the right emotional buttons,
it will not make the cut in terms of being included in a consumer's
consideration set.
So,
how does one cultivate an emotional connection between a product
and its target consumer? Given the fact that visual interaction
with our environment is a fundamental means by which we synthesize
information, understanding how consumers respond to product
offerings visually and, more importantly, how the visuals associated
with a product are initially processed at a subconscious emotional
level beyond verbally expressed feelings, is key to developing
and sustaining a competitive advantage in the marketplace.
In
the arena of visual marketing components, packaging design is
one of the most effective means to attract consumer attention
and communicate pertinent product attributes. Understanding
how to optimize marketing effectiveness through packaging design
is essential for successful new product launch or packaging
re-design. VERT research products that are designed
to explore the visual appeal and marketing strengths of packaging
design include Smart Concept testing and VERTual Packaging testing.
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