In a recent post, we reviewed strategies for designing packaging that have been successful at capturing consumers' initial attention—a requirement for standing out on crowded retail shelves amid competitors that are becoming increasingly design-savvy. That said, once you've made eye contact, prolonging the look can provide a major competitive advantage. Consumers are only willing to spend a short period of time scanning store shelves, so holding attention effectively "runs the clock" on competitors, narrowing the scope of shoppers' consideration sets.
We've compiled a few visual strategies that brands have used successfully to command consumers' attention for longer periods of time.* Designalytics' data is based on eye-tracking technology, which measures the length of time that consumers gaze at packages in a competitive lineup during an initial exposure period. Hundreds of consumers evaluate each category.
Brand or design novelty can pay big dividends when it comes to holding consumers' attention.
Take, for example, Rice Krispies Poppers. Consumers looked at Poppers for more than twice the amount of time they looked at the typical package in the same category. This product represents both brand and design novelty; it's a new sub-brand in the breakfast snack bar category and it comes in a pouch format—a rare occurrence in this category. Moreover, the product as pictured on the package is unique among the competitive set: square treats that look nothing like the bar or biscuit format that consumers have come to expect.
*The principles shared here are based on the hundreds of package designs that Designalytics has tested to date. However, none of these principles always holds true. As all designers know, there are no universal rules for developing effective designs. Design success depends heavily on the specific category and competitive context, as well as a particular brand’s positioning and design objectives.