Page 129 - Visual Marketing
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Why It Works case to convey confidence that
StartMeUp will be easy to use.
You’d probably expect that the Klaetke says the design went
new packaging appealed specifi- more Martha Stewart than
cally to the average macho man NASCAR, but the look is one
browsing his local auto supply that appeals to both sexes.
store. Au contraire.
Success Metrics Takeaway Tip
Klaetke said they discovered
that although anyone who drives • The new package design helped Key to effective packaging is knowing your
a car is worried about having get StartMeUp carried by major target audience well and designing a style of
to deal with a dead battery, it retail stores, most notably packaging that will appeal to that audience.
is women who tend to be less Walmart. Attractive packaging that suggests a quality
likely to want to hook up jumper product inside can also entice key retailers
cables or flag down strangers. • By rebranding the StartMeUp to carry the product.
The emergency jump starter is emergency jump starter, includ-
one you can keep in your glove ing new logo, package, and
compartment, and it charges product design, the company
your battery through the ciga- reestablished consumer confi-
rette lighter. “Women like small dence in the product.
and simple,” he says.
So the end design leaned
toward women, using bright
colors, a clean look, “easy
as 1-2-3” logo, and a plastic
IMAGES ARE EVERYWHERE IN THE PHY SIC A L W O R L D 108
