Packaging really is the product
Packaging is the tangible manifestation of a brand; the first moment of truth for the consumer. There is never a second chance to make a first impression.
Great packaging works because it mirrors the emotions of the consumer and their need to meet psychological expectations, such as a sense of self, the desire for familiarity or need to nurture.
Brands and products are not chosen for their functional benefits alone – they prosper and grow through emotional engagements with the target consumer.
Hitting the emotional “sweet spot”
Perception is in the eye of the beholder. For instance, people generally believe that a product that does one thing well is better than a product that tries to do a number of things at the same time. We are hard-wired to think this way.
That’s why they don’t like to buy TVs with built-in DVD players.
That’s why it’s critical to find the emotional sweet spot, and it isn’t easy. However, there is an insight that can help…
“People make emotional decisions for rational reasons”
Humans are emotional creatures who largely navigate on “gut instinct”. We tend to make decisions, then find ways to rationalise these decisions afterwards.
Every decision we make is based on the memory of past experience and how we felt about that experience. It is an unconscious process and cannot be by-passed.
Understanding these emotions and working with them is the only way to ensure that the consumer chooses your product. It’s key to category and price tiering strategies. It’s also key to finding the appropriate context. Agency Spring has developed a way to help ensure your products end up in the shopping trolley.
Behold the Emotional Complexity Curve
The Emotional Complexity Curve is a graph that charts the emotional complexity of FMCG products at different price points. As a rule of thumb, the cheapest products tend to express the single-minded need to budget; packaging reflects this with simplicity. As a product increases in price the emotional needs of the consumer increases and the packaging begins to manifest ideas of pride, comfort and knowledge. However, when a product inhabits a more premium price bracket, the packaging design reverts to minimalism because the emotional needs of consumers have become less complex – they feel only the best will do. Furthermore, products that are considered to be “ethical” or “fairtrade” tend to have increasingly more complex packaging because their target consumers consider a vast array of emotional needs, such as morality, humanity and self-fulfilment.
Agency Spring can offer you:
- Over 15 years experience in FMCG, across a wide range of categories
- Strategic and tactical branding specialists
- Deep understanding of the essential functional and emotional roles of blue-chip brands
- Understanding the changing role of retailer brands in the context of discount tactical branding
- Expert emotional branding to enable greater strategic control