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The power of packaging and labelling in the eight second purchasing attention span

Supplier: Jet Technologies
27 November, 2019

Brands are looking at the influence of the consumer sensory experience, or emotional response, in the purchasing decision process.

FMCG brands today have a very limited amount of time to capture the attention of time poor and attention span challenged consumers. In fact it was widely reported that a survey of Canadian media consumption by Microsoft concluded that the average attention span had fallen to eight seconds, down from 12 in the year 2000. That’s really not a lot of time to sell your product!

Adding to this pressure is the fact that consumer demands just keep on increasing, and now many consumers have a preference for products with the most “attractive” packaging. This search for the best looking packaging isn’t only applied to higher end expensive goods either; it has now made its way into FMCG.

With a short-attention span and a demand for packaging that is appealing to the consumer’s eye, brands have a tough task on their hands.

Standing out from the rest

These two factors are pushing brands to find new ways of differentiating and standing out from competitor products on the retail shelf. This is being seen in many FMCG sectors such as food and beverage, cosmetics and toiletries, and more.

Brands are looking at the influence of the consumer sensory experience, or emotional response, in the purchasing decision process. Given the first interaction of the consumer with a product is with the packaging and labelling, this is a big area of focus.

More and more attention is being placed on the packaging and labelling – what it looks like, how it feels – and whether it results in positive emotions by the consumer.

Market trends driving demand for new films

A renewed focus on packaging and labelling has led to much more interest in and demand for an expanding range of films. Advancements in printing technology has also aided this expansion. This includes new formats of packaging, labels and colours, with many brands willing to pay extra to give their product an edge in the market.

For example: the rise of boutique products such as craft beers and wine, has led to the introduction of decorative films including foil. While amongst cosmetics and beauty products, many brands are steering away from the global brand look, with a more simplistic and basic label. Additionally, brands are interested in label films that give their product a more premium feel to the touch.

Proof of popularity

Our partner Derprosa looked at whether tactile product packaging and label finishes are chosen by consumers and increase product sales. The research focused on their Soft Touch laminating film, with a soft feel and a velvet effect, which is used for both packaging and labelling.

The research found that with a choice between two products, one of which is covered by the Soft Touch and another film without, it produces 275 percent more emotional intensity and 247 percent more positive emotions in the participants when handling product which is coated with Soft Touch.

Seventy percent of the test participants said when making a purchase decision, they would choose the films-coated with Soft Touch, compared to 30 percent who would choose the ones without.

It was also found that 73% of the participants found Soft Touch more enjoyable by touch and 71% by sight.

Premium makes its way into FMCG

Premium films, while once reserved for more expensive consumer goods, are now making their way into the FMCG market. Not so long ago premium film, such as Soft Touch, was only being used in the packaging and labelling of premium products such as expensive perfumes and spirits. Now we are increasingly seeing these kinds of films moving to day-to-day less expensive products such as soft drinks and shampoo.

This is a sign of a highly competitive FMCG market, within which many brands are looking to their packaging and labelling as the way to stand out from the crowd within the tight eight second window they have to sell to consumers.

For more information on Soft Touch & Hard Touch films contact [email protected]