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FLEXO Magazine : July 2010
1. How visible is the packaging, that is, how well does it stand out from the competitive set? 2. Will the packaging attract atten- tion, affording the necessary op- portunity to "sell" consumers? 3. Does the packaging effectively communicate the Brand's equity and benefits? 4. Does the packaging realistically communicate these benefits in direct proportion to consumer importance in making purchase decisions? These are all relatively rational is- sues. On the other side of the coin, there are primary emotional benefits your packaging should be "selling." Do the in-store materials present the product in the best conceivable light? Does it pro- actively encourage consumers to like/ demand the brand? What emotional consumer responses are generated by the packaging? And, how do these com- pare with original brand objectives? The question marketers should be asking is, "How can I successfully use my brand's packaging to best convey my product's rational and emotional benefits, as well as deliver the tonality my brand needs to set itself apart from the competition?" When packaging is thought of as an advertising medium, out of necessity, testing must become more rigorous. Quantitatively testing brand packag- ing against other options and major competitors is a critical component to ensuring that the packaging breaks through the clutter and "sells" the brand's specific product benefits. One of the recent breakthroughs in advertising testing is that of the mea- surement of the emotional appeal to consumers. Building brands is largely a matter of emotional bonding between the brand and consumers. Advertising facilitates this bonding. And, as an ad- vertising medium, packaging needs to help accomplish this critical objective. This methodology uses unarticu- lated emotional elicitation---called the eFactor---to understand the emotional appeal of packaging, as well as ad- vertising. Based on Robert Plutchik's* theories on emotional reactions, we can identify emotional strengths of packag- ing communication by identifying both the positive and negative emotions brought out by the packaging and the intensity of these reactions. A communication check also enables us to understand if the brand's commu- nication objectives are being met, and if the packaging is supporting the brand's equity. And, normative measures enable us to understand direct appeal and distinctiveness to the consumer. Thus, marketers now have the tools to ensure that their in-store branding is as good as it can be, and as powerful as it needs to be to help them realize the power of in-store branding, particularly germane as more "store brands" are compet- ing with "leading brands" and leading brands competing with each other. Shelf talkers, display units and materi- als, and any other in-store materials that draw attention to the brand's product and "highlight and sell" both benefits and points of difference are also critical elements for in-store branding. The winners are those marketers who understand that communicating the brand holistically through the best in- store presence that can be developed is the key to establishing successful brands in the 21st century. ABOUT THE AUTHOR: Jack R. Gordon is the president of AcuPOLL Research, Inc. a leading new product and packag- ing research company. AcuPOLL offers "Packaging Optimizer," a product used to determine the value and the holistic appeal of packaging (rational, commu- nication and emotional performance). AcuPOLL helps clients find Insights and understand the emotional appeal of advertising, branding and packaging, in addition to helping them understand both rational appeal and communi- cations issues. AcuPOLL also offers workshops on New Product Insights, Concept Development and Package Development * Dr. Robert Plutchik was a renowned social psychologist and professor of psychiatry and psychology at the Albert Einstein College of Medicine. Dr. Plutchik was the author of several books on the subject of emotions, and is internationally recog- nized for his work in the field of emo- tions, particularly the development of the circumplex www.flexography.org JULY 2010 FLEXO 13 To learn more, call 704.588.3371 or Toll Free 800.438.3111 XDITM Gravure Cylinders deliver the micron precision and accuracy of an Anilox Roll with durability and mileage that far surpasses chrome. It's the perfect roll for frequent repeat jobs, solids, high abrasion inks and cold seal patterns. XDITM's ceramic coating is digitally laser engraved to reproduce full range tonal values, 1 to 2-color graphics, logos, cold seal pattern repeats; offering consistency in long ink or adhesive runs. To learn more call:1-800-438-3111. ANILOX ROLL DIVISION HARPERIMAGE.COM Americas • Europe • Asia ©2010 A revolution in gravure.
Sustainable Summer 2010