Take me eye square How and why packages

Take me!! eye square How and why packages receive costumers’ attention.

Content Welcome to the age of the supermarket! Human Attention Neurosemiotics eye square Conclusion 2

Welcome to the age of the (super) market! Packaging & Trade Marketing are becoming more important! Classical marketing channels such as TV are increasingly fragmented eye square The real market is the mass medium of the 21 th century! 3

Variety in the market does not get smaller… Most of the products do not receive eye square any attention! 4

eye square In the 21 st century the real market is a collective search task Goal 5

eye square Human Attention 6

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE eye square EXPERIENCE OF YEARS. 7

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FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS. eye square Solution: Six F 9

eye square eye tracking 10

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eye square What did you see? 12

eye square Inattentional Blindness 13

eye square What does the shopper see? 14

eye square Fastest movement of mammals 15

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Attentional Filters In developed consumer societies the number of messages, competing for the attention of costumers, increased exponentially! The contents become more and more complicated. The sort of presentation unfortunately too! eye square The costumers learned to look way. the other 17

Model of attention-behavior in the market Time Extern impact Psychological process Degree of consciousness and purchase probability Macro-orientation In the shop 0 – 0, 5 Sec Position, Color, Shape Awareness Pictures, brand 0, 5 – 1, 5 sec eye square Relevance 1, 5 - 3 sec Texts, Numbers etc. Consideration Choice 18

eye square Neurosemiotics eye square How do packages affect the brain? 19

Paths of signs into the brain: Biological, genetic Implicit, associative eye square Cognitive, reflexive, conscious Colors, shapes, faces, contrasts automatically attract attention Experiences, perception of labels, typical colors for different kind of products Prices, composition of products, performance data, comparisons, previous experience 21

In the brain the fast path activates and the conscious path controls Slower, conscious path: controlled, censored Cognitive, reflexive, conscious eye square Biological, genetic Implicit, associative Unconscious, fast, more emotional, active 22

Biological, Genetic Faces Shapes eye square Colors 23

eye square Implications at the shelves… 24

…at the face on a package! eye square The one with faces 25

What are people interested in on packages? The face is an eye square eye catcher! 26

eye square The face is intensely looked at 27

Biological, Genetic Faces Shapes eye square Colors 28

eye square Bottles or Tins: 29

Touch Predictor Coca Cola Bottle 87 %, Pepsi 27% The touch predictor is an attention-score, that has the highest correlation with the choice of products. eye square Coca Cola in the bottle has a touch predictor of 87%. 30

Touch Predictor Coca Cola Tin: 73% Pepsi: 77% The touch predictor is an attention-score, that has the highest correlation with the choice of products. eye square Coca Cola has a touch predictor of 73%. 31

Unique brand emblems should not be touched! The brand Coca Cola has always been associated with its curved bottle. Behind this shape stand visual archetypes. With the presentation of a Coca Cola tin, the predictor score decreases about 14%; Pepsi increases relative about 50%. eye square In markets, where Coca Cola introduced the tin, the market share of Pepsi increased. Martin Lindstrom BRAND sense 32

Biological, Genetic Faces Shapes eye square Colors 33

eye square Color distinction: first fixations on color accentuated products 34

Color distinction: first fixation on color accentuated products …on contrasting colors: Garnier Fructis ahead Shape Very early perception of this package! Color effect! eye square Brand effect: Implicit! Pie chart: percentage of respondents of a certain type of perception Area Display: average time till first perception 35

eye square Implicit, associative 36

eye square The implicit path: brands 37

eye square Brand effect 38

Implicit experiential knowledge Emotional learning, Model learning, Experiences, Brand effects! Implicit knowledge leads eye square our attention at the POS. 39

Cognitive, reflexive, conscious Product description Price (signs) Manual for product use eye square Consumer Reports 40

eye square Conclusion 41

Attractor No. 1: The Product It sounds simple, but: The attention of the costumers is guided by the products inside and at the eye square heads of the aisles. 42

What characterises a good packaging? High scannability: At a glance… • What is it? • Why it is better than the competitor? Clear shapes: • Uniqueness • Recognition • Brand image • Practicability Essential: Good packaging shows the product directly eye square • The product is perceived, the packing disappears into the background. 43

Consideration – cognitive knowledge: The genetic and implicit path are the activators, BUT the cognition censors and rationalises. Although knowledge helps to build up a long-term brand loyalty. eye square At home, packages are very often read intensively!! 44

Frequent Mistakes… Syntax: Too many signs Font too small Semantic: Unclear use of product No emotional address No obvious advantages eye square Not enough information 46

Neurosemiotics Guideline – It‘s better… Syntax: simple and authentic, emotion As simple as possible! In the developed modern world, stimuli should be simple! Semantics: elaborate, informative eye square Too often costumers are regarded as less differentiating then they actually are. 47

Recommendation Try to put yourself in the costumer’s position! Consider the psychological frame of action! For the beginning as simple & emotional as possible, But do not forget the SHIFT!! eye square And, at the end think of the censor!! Loyalty is decided at the second point of purchase 48

Our expertise in the field of POS We have been conducting Point of Sale studies for the past 8 years. Our clients in the field of POS are amongst others: eye square Moreover, we have published our research results in numerous articles. You can find an overview of our research articles under: http: //www. eyesquare. com/deutsch/articles-de. htm 49

Thank you for your Attention! eye square Gmb. H Schlesische Str. 29 -30 10997 Berlin Germany Fon +49. 30. 69 81 44 - 0 Fax +49. 30. 69 81 44 - 10 http: //www. eye-square. com eye@eye-square. com eye square Sven Diekmann Director Client Relations diekmann@eye-square. com 50