Has your brand created many “boardroom tested” packaging designs?
What we mean by “boardroom tested” is that the designs have been critically assessed using 2D design boards or 3D pack mock ups with a team sitting around a board room table.
Are you nodding your head?
While we don’t doubt that your brand has conducted a rigorous evaluation process to identify the winning package design, we often notice that brands are missing one key ingredient in the evaluation process; in store context.
Packaging has to perform in one of the harshest competitive environments. Everyday, your package has to compete with 3,000 other packages in an average supermarket aisle to be first seen and then purchased. Can you imagine reading a magazine with all of the ads on one page? It’s tough to stand out under this scenario and it’s the same for packaging in store.
At Savanta, powered by Explorer, we understand that a package design has to perform differently in a store the further a shopper is away from that pack.
That is why, using our research as the foundation, we have created the 20-10-5 Rule. The 20-10-5 Rule consists of three key principles you should always consider when evaluating you package design.
Branding is essential to start shopper engagement. From afar, a shopper starts the navigation process using colour and shape, then as they move closer they start to look for more essential cues. The key that drives shopper engagement is branding. It’s the visual cue that narrows their search process.
Varity clarity is critical as they stand in front of the shelf. We have found that once a shopper has actually stopped in front of a shelf, they have already located the section and brand block(s) they would like to shop. The next challenge is finding the variety they want. Research often shows that the time taken to find products is the longest at this point. Lack of differentiation in the variety designs or ineffective product visuals (#1 element viewed on a pack) are the key challenge. This is often an area that is overlooked when evaluating a package design.
Applying these principles at 20 feet, 10 feet and 5 feet will enhance your package evaluation process. Ask your agency when looking at package design alternatives to put the design in a typical shelf set and have them give you shelf perspectives from 20-10-5 feet away. This will dramatically improve the effectiveness of your packaging.
Before a shopper even enters into a section they begin to scan the area. But what do they look for? Typically package colour and shape (see back to Principle #1).
One of the biggest challenges brands face in an in-store environment is ensuring it’s packaging delivers maximum stand out and engagement. So, the next time you begin to approach your packaging challenges, use the 20-10-5 Rule to test your product performance.
