How to Make your Packaging Stand Out?
Sometimes called the fifth 'P' of marketing (along with product, price, promotion & place), packaging rose from being a simple commodity, a ‘necessary evil’ allowing the product to reach supermarket shelves and ultimately consumers, to become a powerful marketing tool in its own right, especially among FMCGs.
Sometimes called the fifth 'P' of marketing (along with product, price, promotion & place), packaging rose from being a simple commodity, a ‘necessary evil’ allowing the product to reach supermarket shelves and ultimately consumers, to become a powerful marketing tool in its own right, especially among FMCGs.
For years now, the art of mastering packaging communication has been refined, fuelled by innovation and the use of new research and marketing techniques.
So can you make your packaging stand out?
At this recent Ipsos HK seminar, Mark Kidd, Research Director – Ipsos InnoQuest shared some of the best and most advanced techniques industry leaders use for their products’ packaging, including:
- How important is packaging on the overall media mix
- How to design packs for visibility, usability and comprehension
- How to reduce research costs through the use of virtual shelves
- How Eye Tracking and Biometrics can improve understanding on how customers read packs
