(“Accidental Purchases: Blame Package Design” by Aaron Baar)
About the problem of consumer confusion over copy-cat package design, increasing trends toward house-branded products, and the need for reinforcement of the packaging “why’s” when speaking to today’s savvier and skeptical consumers.
A shocking research figure stated in the article should have brand managers sweating bullets: over 40% of consumers admitted to purchasing the “wrong” product because of packaging confusion. In this economy, who is willing to lose nearly half of their hard-earned consumers to copy-cat designs. That’s why at Yupo, we’re fond of saying “It’s what’s inside that counts; it what’s outside that sells.”
According to the article, a Big Take-away was: Communicate the product and consumer benefits to a package redesign. Don’t just assume the consumers will “get” that the re-design is better for them – TELL them straight-up. Yupo agrees.
When a client switches to a more brand protecting label design, such as YUPO In-mold labeling, the consumer should be told about the weight savings, recyclability and paper-backing waste reduction.