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Should you choose to ask the misnamed “final consumers” what they want, how they want it, what they need, how often, where and how they use or consume it, and anything else required to make sure your wacky ideas “touch down,” you’ll have all the info necessary to produce a good brief, as long as it’s combined with real goals and an innovative strategy. And, working in tandem with your client and all those involved with the product, you’ll be well on your way to success. Once all this information translates into a three-dimensional object with form and function, a message and a value, you then have to go back to the consumers and find out whether it satisfies their expectations. This is the time to make the necessary adjustments and introduce your new “baby” to society, garbed in the best looking “clothing” available. Consumers are best reached through their senses, then through their feelings and finally through their minds —in that order. Any message you wish to communicate to potential buyers can be delivered by means of sensory input. Consequently, you must get to know them intimately. Around 40 percent of the decision to purchase is tied to visual perception. When consumers actually touch, taste or smell the product/package, you’ve managed to grab up to 60 percent of their attention. That is when the stage is set for the message and credibility, the quality and value or benefits offered by the product. By this point, over 80 percent of the purchase decision has been made. Finally, consumers compare the product with the competition. If you’ve done your homework and heeded the market research, you’ll overtake the FIVESECONDS

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competitors. If not, it’s very likely the sale will go to one of them.

packaging, a decisive factor in consumer behavior “As far as I’m concerned, the package has no effect.” “I pay no attention to the packaging.” “Why not spend less on packaging and bring down the price instead?” These and similar comments are commonly voiced in focus group sessions. The reality, however, is that customers do recognize a brand’s identifying shapes, colors and typographic styles. It is also true that consumers form opinions about a product based on the quality of its external appearance and, while in the store, select one product or another by its PACKAGING, THE KEY VEHICLE FOR MARKETING AND COMMUNICATION.

The process is the process, but then you need a spark of genius. Brian P. Tierney, founder y presidente of Tierney Communications


FIVESECONDS The time a package on the shelf has to attract the consumer’s attention