The 7 Tenets of Packaging Design - OTC & Beauty

The 7 Tenets of Package Design Driving Increased Consumer Engagement

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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What’s in Store

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Our Study

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The 7 Tenets

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Consumer Measures

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Key Categories

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OTC

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Beauty

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What’s Next

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Our Study

Imagination meets purpose

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Our Study

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Objective

Screening & Quotas

Determine impact of optimized package designs vs current

No critical indu ry a iliations; Age: 18+ Region: USA & Canada Category: Category Concept Cells: Non-rejectors of consuming, making or purchasing categories

• Purchase consideration • Intended actions • Brand and product perceptions

Methodology

Sample

IMI Ce ainty™ concept te ing Monadic design • 3 minute online udy

Total Sample n=1350 45x Concepts n=150 per cell

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The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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2 THE

SEVEN TENETS OF ICONIC PACKAGING DESIGN

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Consumer Measures

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Breaks Through

Higher Quality

The package design grabs the consumer’s attention and entices them to op and learn more.

Consumers perceive the private label product to be higher quality than retail brands.

WHY IT MATTERS:

WHY IT MATTERS:

The consumer notices a private label product they may have ignored.

The consumer is moved to compare the private label product to others.

Better Value

Buy or Switch Potential

This private label product looks like it is better value for the price than its competition.

Consumers consider buying or switching because of the package design.

WHY IT MATTERS:

WHY IT MATTERS:

The package design compels the consumer to select this product.

A much increased likelihood of consumer consideration and purchase drives sales, market share and profitability.

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The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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6 Key Categories

1. OTC

4. PET

2. BEAUTY

5. LAUNDRY

3. FOOD

6. HARDWARE

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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OTC

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control

here’s how the control design measured again the 7 Tenets Scorecard.

* * * * * * *

Embraces and fu hers a brand’s identity Employs a unique visual architecture Simplifies information and has a clear communication hierarchy Owns a colour Tells a

ory that connects emotionally

Highlights compelling features and benefits Promises an experience

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The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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OTC Optimized Concepts Optimizing the control package design through the lens of the 7 Tenets and produced four concepts.

CONTROL

Option A

Option B

Option C

Option D

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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OTC

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Finding: Invok’s concept for Rexall PL broke through and drove intere vs the control in CDA .

Option B

STOP TO LEARN MORE * *STOP TO LEARN MORE. Why is it impo ant? = Attract Attention in Store/Online

+20 %

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The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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OTC

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Finding: When there are clear benefits and a product hero, consumers perceive the private label concept to be higher quality than the control.

Option C

HIGHER QUALITY * *IT IS HIGHER QUALITY THAN OTHERS I HAVE SEEN. Why Impo ant = Perceived Quality a Key Driver/Drain of Purchase

+113 %

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The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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OTC

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Finding: People would consider purchasing or switching brands to two of Invok’s concepts for Rexall Vitamin C vs the Control in CDA. Option B or C

CONSIDER * SWITCHING *CONSIDER BUYING OF SWITCHING BRANDS. Why Impo ant = Drive Sales/ Share/Profit

+13 %

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The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Beauty

5

control

here’s how the control design measured again the 7 Tenets Scorecard.

* * * * * * *

Embraces and fu hers a brand’s identity Employs a unique visual architecture Simplifies information and has a clear communication hierarchy Owns a colour Tells a

ory that connects emotionally

Highlights compelling features and benefits Promises an experience

st

rt

st

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Beauty concepts Optimizing the control package design through the lens of the 7 Tenets and produced three concepts.

Control

Option A

Option B

Option C

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Beauty

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Finding: Invok’s concept for Dollar General – Believe Beauty Nail Polish broke through and drove intere vs the control in the US. Option A

STOP TO * LEARN MORE

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*STOP TO LEARN MORE. Why is it impo ant? = Attract Attention in Store/Online

+45 %

Beauty

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Finding: Invok’s Concept for Dollar General – Believe Nail Polish is perceived as higher quality vs the Control in the US. Option B

HIGHER QUALITY*

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*IT IS HIGHER QUALITY THAN OTHERS I HAVE SEEN. Why Impo ant = Perceived Quality a Key Driver/Drain of Purchase

+35 %

Beauty

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Finding: The use of white space encouraged consumers to see our redesigned concept as better value than the control design.

Option C

PROVIDES * VALUE

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*PROVIDES VALUE OVER THE COMPETITION = perception.

Why Impo ant = Provides a positive perception di erentiator

+69 %

Beauty

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Finding: Invok’s Concept for Dollar General – Believe Nail Polish is perceived as providing value over the competition vs the Control.

Option A

PROVIDES * VALUE

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*PROVIDES VALUE OVER THE COMPETITION = perception.

Why Impo ant = Provides a positive perception di erentiator

+46 %

Beauty

5

Finding: People would consider purchasing or switching brands to two of Invok’s concepts for Dollar General – Believe Nail Polish vs the Control in CDA. Option C

CONSIDER * SWITCHING

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*PROVIDES VALUE OVER THE COMPETITION = perception.

Why Impo ant = Provides a positive perception di erentiator

+12 %

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What’s Next Berkley Jensen (BJ’s Wholesale)

Control

Option A

Option B

Option C

Option D

Well & Good by PetCo

Control

Option A

Option B

Option C

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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What’s Next Wegmans

Control

Option A

Option B

Option C

Option D

HDX by Home Depot

Control

Option A

Option B

Option C

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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Realize double-digit increases through exceptional brand design.

Let’s connect: michael@invokbrands.com

The 7 Tenets of Iconic Packaging Design | Driving Increased Consumer Engagement

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