Understand Your Brand's Core Identifiers

How the Mind Retains Visual Information While ShoppingDespite marketers’ intuitive belief that the words on the package are the most important driver of shopper purchase intent, studies show that in fact they are the least important. Color, shapes, symbols and words, in that sequence, are what drive purchase intent.So, if you are responsible for the stewardship of your Brand’s identity, and it’s time to work on package design, you should build your design in a priority sequence of color, then shapes, then symbols and, lastly, words.Today’s retail environment is unlike any we have seen in history. A complexity of SKUs and POP materials bombard the shopper as never before, making it almost impossible for products to stand out and be visible on shelf.Yet the battleground for shopper’s hearts and minds is no longer on TV but in the aisle. If marketing managers want to win in this era, they must win at shelf. That means preferably a Brand Identity that was created from a strategic, disciplined and informed perspective, rather than the inherent subjectivity that brand packaging so often falls prey to.Fifty years ago, capturing shopper attention and driving brand purchase within the retail environment was a far simpler task for marketers and their brands. Small shops catered to neighborhood shoppers and carried few competitive products placed neatly on shelves. These products featured iconic design elements, combined with functional structures and single-minded messaging.The realities of today’s retail environment, however, are daunting to marketers and the success of their brands. We all know the statistic, that on average 70% of purchase decisions are made in-store. Yet the retail environment presents any number of variables that can undermine the success of a brand. More than 350,000 SKUs present in the typical retail grocery outlet, coupled with 450 units of point-of-purchase, signage and in-store media, bombard shopper senses to create an almost impossible task of navigating store aisles and shelves (not to mention out of stocks, competitive pricing, planogram changes).Research shows that shoppers can visually miss as much as one-third of products across a category, affecting even those products with high brand equity. New products typically have a failure rate of over 75%, due in part because they are often merchandised on top or bottom shelves where visibility is as much as 30% less than eye-level shelves. Today, having a brand identity and design that is visible at shelf is an imperative.To read the rest of the report, click on the Attached File at right.

Understand Your Brand's Core Identifiers

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