Le pouvoir de l'emballage

Un article intéressant sur la capacité de l'emballage d'un produit à attirer le consommateur et agir sur ses perceptions. (Article en Anglais)

The Power of Packaging: Sway brand disposition from pre-store to in-store

By: Manjima Khandelwal, Senior Vice President, Nielsen Customized Research

SUMMARY: A great many shopping decisions are made at point of purchase, where packaging is a brand’s key communication tool. Given the short time that consumers actually spend shopping for each category, an innovative pack design is needed to grab the consumer’s attention on a cluttered retail shelf. Good package designs have the power to either induce brand switching behavior or reinforce brand commitment. Does your pack make it to the marketing finish line?

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