even in the dark: how packaging persuades you to buy
If you go back to the sixth grade biology class, you will have some knowledge of birds and bees.
You may remember that they need to be pollinated in order for the flowers to breed.
The work was given to a variety of creatures, such as birds and bees.
This is a reciprocal relationship.
The brightly colored flowers attract the bees, which stick the pollen to the lower leg, then fly to the next flower and put the pollen down.
The flowers will give the bees sweetness, which is their annoyance.
This is a good deal.
But some orchids have shortcomings.
They have no nectar.
Therefore, orchids must use different techniques to attract pollinators.
Some orchids give off nectar-like scents.
Produce plants that attract bees to visit.
Some orchids emit mating scents like female insects, attracting affectionate males.
Some orchids have parts similar to the body of female insects, with body hair and tentacles, attracting male insects by score.
The flowers give off a scent telling the bees whether other insects have collected nectar.
As a result, some orchids can emit a variety of scents, so they can attract a variety of bees.
In order for the pollen to even attach to the bee\'s knee, the Bee must land in the correct position of the flower.
Nectar attracts them to the right place.
But there are many orchids, no nectar.
So they use the upper and lower petals as guides, just like a helicopter landing pad-forcing the bees to land in a very specific place and bump into the pollen.
In an orchid, when the bee touches it, the flower closes and the insect has only one way out-directly through the pollen.
Nature offers excellent packaging for orchids, able to overcome a wide variety of problems and problems, enabling orchids to compete with thousands of other flowers and still be able to attract rewards --seeking bees.
The world of marketing has its own orchids.
In the field where thousands of product competition is noticed, brands need multiple pollinators, rewards-
There are a lot of options for seeking customers, and marketers have to use clever packaging to overcome shortcomings and attract attention.
Some attract with shape, some promise attract with sex, some attract with convenience, some seduce you with unique beauty.
But at the end of the day, they all want the same thing.
Create a lot of sensational effects . . . . . . The practice of using packaging design to influence what you buy has been around for a long time.
During the Industrial Revolution, as the population began to move from farm to city, people stopped themselves
Enough, so the product suddenly has to be transported long distances.
Steam trains transport most of the consumer goods across the country.
With the development of railway transportation, the demand for product packaging also follows.
The goods can no longer be shipped in unopened barrels and baskets.
In 1896, uneda biscuit company invested more than $1 million to design a package to wrap the cookies on protective wax paper inside the carton.
Outside is a colorful illustration of a boy wearing a bright yellow raincoat.
The raincoat is a very special choice because it emphasizes the unique moisture-proof ability of uneda.
This is the first time that the packaging has a dual use-it allows the company to keep the product fresh from a long distance, and the colorful raincoat packaging gives uneda a unique brand.
Is the birth of consumer packaging.
Around the same time, on 1886, Coca-Cola began to serve as a soda fountain drink.
You can walk into a pharmacy and sit at the counter and a soda jerk will pull the long fountain handle and fill your glass with cold Coke.
But Coca-Cola will not be a huge world.
If it is not a specific innovation, it is today\'s famous brand. The bottle.
Once Coke can be transported and sold outside the soda fountain, sales will surge.
Coca-Cola\'s 1915 success has attracted many competitors.
As a result, the board decided that it needed to further differentiate its brand and invited eight glass companies to submit the design of a unique Coke bottle.
I like the briefings Coca-Cola has given to these companies.
It simply says: we want such a unique design that it can be identified by feeling in the dark or lying on the ground broken.
That says everything.
The final winner is the Root Glass Company in Terre Haute, Indiana.
The company decided to design based on two main ingredients of Coca-Cola.
Coke and Coke.
But they can\'t find any pictures when they go to the library to look for pictures.
But they did find a picture of the gourd.
The cocoa pods were created in Encyclopedia Britannica-and inspired by that.
For the next 24 hours, employee Earl Dean outlined a design-gently bent, flat at the bottom and slender at the top.
This is the classic Coke bottle we know today.
The first prototype proved to be unstable on the conveyor belt, so the belly of the bottle was slightly reduced.
The design was warmly adopted by Coca-Cola.
Big Coke Company
As a thank you, Earl Dean was offered a $500 bonus option or found a lifetime job at the Root Glass Company.
He chose the latter.
Coke bottles have sold more than 1928 of soda fountains.
This unique shape is often referred to as the \"Mersey bottle\"-which refers to the famous curve of the actress. Handy six-
The packaging was launched in the \"20 S\"-designed to convince shoppers to take more Coke home. 1949, 30-
Three years after Coke was launched, 99% of North Americans can identify it by the outline of the Coke bottle.
When the TV entered the living room in 1950, the audience saw the first TV advertisement to broadcast the Coke bottle: in the same year, the Coke bottle became the first commercial product on the cover of Time magazine.
Then, on 1960, a curved Coke bottle containing the word Coca
Coca-Cola was registered as a trademark and became the second packaging in history to receive such protection.
The uniqueness of the Coke bottle will continue to be its most powerful brand, and although it is difficult to buy the Coke bottle again, its silhouette remains an important part of the Coke bottle advertisement.
2015 marks 100 anniversary of design. Coca-
Coca-Cola will launch a big event this year to celebrate its iconic bottle, which includes a bottle of 8-
The monthly Coke bottle exhibition at the Atlanta museum of higher art.
Recently, Coca-Cola has been rated as the most valuable brand in the world.
In marketing, it is very important to shape the image.
The tempting curved shape of the Coke bottle has a lot to do with convincing you to buy a soft drink, overwhelming the fact that this is not the healthiest option you can make.
In fact, studies have shown that the design we like to bend is hard wired.
The Journal Fast Company cites research from the University of Toronto to put people into brain imaging machines and then show images of curved and linear products.
The results suggest that men and women prefer curved items, and that parts of the brain that are highly correlated with \"emotion\" trigger activity.
\"In another Harvard brain imaging study, sharp objects such as Square watches and sharp sofas were seen.
These images trigger activity in another part of the brain-the part that handles fear.
Sharp objects have long been a sign of physical danger, so our brains begin to associate sharp lines with threats.
While there are obvious exceptions to each rule, this helps a lot to explain the general appeal of Coke bottles.
The curved design uses our brains to pull our hearts.
It\'s not just the curve that affects your shopping decisions.
Function is very important.
How easy it is to open a package, how easy it is to exit every time, how easy it is to store, and how easy it is to handle everything that affects your purchase.
One of the most important factors is portability.
In other words, how easy a product is to grasp has a huge impact on your purchase.
In Issue 2008, New York magazine noted that Coca-Cola changed its 2-
To make it easier to hold and dump, one bottle per liter.
This change led to a substantial increase in sales-more than 2-
Experienced Pepsi bottle per liter.
When a product is easier to buy than other products-when all other products are equal-you will buy this product more often.
This means that your purchase decision can be influenced by seemingly insignificant things like the shape of the package.
A factor you may not even know.
Manufacturers of diapers understand this concept.
They provide a big economy.
The size of the diaper is packed, but it also provides small ones.
Now-Why would parents choose smaller packages when larger packages clearly offer better value?
The answer is that many parents in the grocery store have a child on one arm.
Smaller paper urine bags are easier to carry with their free hands.
Most liquid detergents have handles.
The same is true of large bottles of milk and juice.
The handle is not only to make pouring easier, but also to make shopping easier.
Packaging design can have a huge impact when you\'re shopping at grocery stores.
Today, a typical grocery store has about 45,000 items, and customers buy an average of 50 items in 50 minutes.
At this rate, the decision is made in nanoseconds.
It\'s interesting because most shoppers-64% of them-say they will buy from the shelves because of the packaging of the product-don\'t know in advance.
My wife mentioned that she bought her hands.
The soap dispensers in our bathroom are completely based on the packaging design-she just wanted them to look good.
This is why packaging is critical when buying on impulse.
The best design injects functionality into emotions.
Show the product well and create a little desire.
But this is not all that has to be done.
A good package must contain the product in an efficient way
Both liquid and solid.
It must protect the product from damage during transportation.
It must protect the product from pollution, moisture, insects and temperature fluctuations.
It must communicate ingredients, cooking instructions, origin, size, weight, quantity, warning, company information and bar code.
Packaging must be sustainable.
In 7 seconds or less, this package lightens any fear of it-especially if you \'ve never tried it before.
Color psychology must be applied.
Packaging must meet the needs of shoppers from purchase to processing.
It has to be packaged with a unique brand.
The best packaging encourages you to touch it.
Because once in contact, the possibility of buying will soar.
90% of consumers
Use boxes and bags after purchase, so it takes a long time for good packaging.
According to the Harvard Business Review, less than 3% of new products can produce enough first
Sales for a year to survive.
This is why packaging design is an art.
Many product designs have stood the test of time.
Put . . . . . . Triangle chocolate bar.
Its unique triangle has a history of more than 100 years. (
Prove that some sharp objects do work! )
As you can imagine, it\'s not easy to stand out from the crowded chocolate market.
Founded in Bern, Switzerland, in 1909, Theodor Tobler filed a patent for the formula and triangle.
For a long time, it has been thought that he was shaped from the Swiss Alps, just like Matt Horn, pictured on the package.
But it\'s more sexy.
Tobler is inspired by Paris\'s Folies Bergere, where charming female dancers always end their performances by forming a human pyramid. Who knew?
The unique style also has the same unique marketing strategy.
Toblerone is mainly sold at the airport.
It\'s said to be the third.
Best-selling products on duty
Free shops after alcohol and tobacco account for more than 40% of Swiss chocolate exports.
The success of Toblerone can largely be attributed to an overwhelming design concept-which can be identified even in the dark.
The product design can also change a category completely.
When Tide launched Tide Pods in 2012, it took an amazing 68% of the market in less than a year.
This is a major innovation.
The small and round Tide Pod means that there is no measurement, no pouring, the container is easy to carry, and it provides great convenience for throwing the pod into the washing machine.
The time for the renovation of laundry is ripe.
That\'s why P & G launched Tide Pods, which has a marketing budget of $0. 15 billion.
This is one of the few categories with a penetration rate of 100%.
Everyone has to wash clothes.
Great success in new product design.
Until the unique shape of the product becomes a problem.
According to a report by CBS, in the first year alone, more than 17,000 children under the age of 6 took in tidal pods or squeezed liquid into their eyes.
There is a child every hour.
The problem is the new packaging.
Small, round, colorful pods are like candy or teething toys.
P & G had to make major changes in design.
First of all, they make the tide pool opaque, so the kids are tempted to not see the pods.
They have three bathtubs.
Lock the covers to make them more difficult to open.
Tide later launched a new commercial: this is a very unusual commercial advertisement because it does not sell innovative products, but warns parents of the harm of innovative products.
The launch of the tide cabin became a warning.
Sometimes, revolutionary product design has unexpected consequences.
There are many reasons to update existing product designs.
Sometimes, the composition of the product changes.
Some products need cosmetic surgery.
At other times, the product needs to change the negative perception.
Manufacturers of tropical orange juice are facing the latter.
Although Tropicana is a 800-pound gorilla with a market share of 33% and more than 8 feet of frozen space in grocery stores, research shows that orange juice is thought to contain sugar-added ingredients.
But according to Tropicana, it is 100% pure orange juice with no sugar added.
In order to strengthen the existing interests, the company decided to update the packaging.
For decades, Tropicana\'s carton and kettle have been designed in a simple way.
So the company hired a top design company to develop a new look: The new design was awarded 20 different trademarks and developed 30 in 5 months.
When the new Tropicana was put into the market, it immediately responded.
Between January 1 and February 22, sales fell by 20%.
The decline is a bit shocking for a category leader.
So in February 23, Tropicana made a big decision-it re-used the old packaging.
Tropicana not only lost 20% of sales, but also spent $35 million on design changes and advertising.
There is another urgent reason.
Competitors like Minute Maid have already doubled. digit gains.
Tropicana did a about-
Faced so quickly, it had to act quickly to recover its customers. It was a case-
Research what is wrong with product design.
When the brand makes a huge change in the familiar packaging, it usually also makes the shopper feel that there is also a huge change in what is inside.
This creates a problem of trust.
But Tropicana did not change its juice.
In fact, the reason for the redesign is to reassure customers that Tropicana has not changed at all-it is still sugar --
100% pure orange juice free of charge.
Also interesting is the enthusiastic connection of the customer with the old \"straw\"in-the-
The \"orange\" graphic is not shown in the study.
This powerful visual effect has made such a big contribution to Tropicana\'s income, but internally, it is thought to be outdated and consumable.
When all this has been said and done again, many critics compare the tropical packaging disaster to the New Coke.
A huge change, then a massive retreat.
This is a proper analogy.
Because Tropicana is ours. by Pepsi.
Like orchids, brands have to overcome many shortcomings.
This could be a grocery store with a bad shelf location, possibly a price war, maybe a competitor with a deeper pocket, or maybe a new brand that follows.
But excellent packaging design is a silent salesperson.
This is the lesson Tropicana learned on the difficult road.
Simple and undervalued strawin-the-
Orange graphics are a huge emotional attraction for shoppers.
The Pyramid shape of Pyramid lerone makes it stand out in a crowded market, working hard at work
40% of the Swiss chocolate exports are free shops.
This silent marketing technique also highlights the subtle way that design speaks to us on a subconscious level.
How easy it is to grab a product to influence your decision to buy it.
You may think it\'s the price and the taste, but the decisive vote may be the fact that it has the handle.
There are also famous Coke bottles.
Curves, iconic, are designed to pass the final Test.
This may be the key to all excellent packaging designs.
It is even sold in the dark when you are affected.