What Perpetrates a Package to "Pop"?

During a discussion yesterday with the CAD department guy here at PSI, we were discussing a study regarding consumer eye tracking in a grocery environment. We were debating what exactly draws a consumer's eye in the first place. While the study shows the raw data of where the eye moves and how long it stares at a particular section, it does not capture how the consumer feels about the products they're looking at. Sure the bright and shiny packaging with blinking lights may draw their attention first, but only because as humans, we like - nay - LOVE shiny sparkly things. They may actually in fact have a strong dislike for that product upon further inspection, but their focus was indeed on that package for a while.

Merely an example, but nonetheless cool looking.

The image to the right shows the gazing pattern of a tested consumer. The darker the color (red) demonstrates a longer stare, while the lighter green shows a quicker gaze or a glance. The purpose of this study is to get an overall idea as to where the consumer's eye travels when walking down the aisle. Do they mainly look at the bottom, where the cheaper items usually reside? Do they stay more eye-level, where the premium name-brand products are stationed? Or are they merely looking at the price tags and shopping for the cheapest option? Obviously everyone is different, and every shopper is in the market for one reason or another. So it's obvious that wherever the majority are looking, that's where you'd want your product to be situated.

Pure packaging genius.

But that's not what we were discussing. We were talking about the individual. Charles (our CAD guy) says it's his understanding that a window in a box is what will ultimately drive him to at least pick up and look at a package. And granted, when done right, a window is probably the smartest thing you can do for your product. It gives the consumer a look inside, like you're giving them a sneak peak. For food packaging, you're letting them see what it actually looks like, as opposed to the glamour shot which probably isn't really edible on the front of the box. If it's any other type of product, one that doesn't need secondary packaging like a plastic bag, you're giving the consumer the added sensation of touch. People are tactile creatures, and thrive on touch, making this an added benefit.

The simpler the better.

Now to me, being a creative and design enthusiast, I am typically more drawn to simplicity and elegance with superb typography. This seems to be a cultural shift in modern society. People like simple. People are yearning for simpler times, so they are drawn to a design that may remind them of yester-year or their youth. Maybe people are tired of having advertising shoved down their throats and are just wanting to be left alone. Soft muted colors, no more bright in your face screaming cartoons. A lot of the big names are following suit - the "throwback" designs of cereal boxes and soda packaging are just a couple examples.

So what draws you to a certain package in the store? Are you the typical A.D.D. American who goes for the flash and glitz? Are you the refined and humble local and organic shopper? Do you lust after whatever is on sale that week? Regardless of what you're after, everyone has their own method to their madness.

The video below has little to do with this article, I just like it. However it is placed in a grocery store, so it has some relevance...




Be well,