Page 64 - Unlock Sensory Power
P. 64
BEYOND THE GRAPHIC
In summary, there is much to gain
from going beyond the graphic when
developing your packaging. This is not
to under-estimate the power of
graphics to communicate key
messages, but recognising that most
shoppers are on auto-pilot, and many
purchase decisions are not consciously
processed, consider Sensory Branding
as your road map to optimising
graphic, structure, substrate, weight
THE POWER OF PRIMING What they didn’t know was that the and other facets.
liquid was exactly the same in all
Sensory Branding, for packaging, cases.
forces alignment with other elements
of the brand, promoting a more The results illustrate the power of
holistic view of the total consumer priming: square structures increased
experience. perceived intensity of taste. Clear
structures increased perceived
One exciting and illuminating viscosity (thickness).
example of this approach is the way
a pack can influence the perceived It is becoming clearer that reality
reality of the consumer’s subsequent can be shaped with a little help from
product experience. science. How could this benefit your
brand?
In a self-funded experiment, a
selection of five different orange
juice packs were completely
de-branded so that consumers could
focus on the structure - without the
influence of the graphic.
Consumers were asked to pour orange
juice from each structure and rate
the liquid across a range of typical
measures.
