Consumers seem to think that cartons with out-of-the-ordinary functionality or a special shape make the products worth as much as 30% more than a straightforward, traditional shape. This was revealed by a consumer perception study conducted by Metsä Board in spring 2009.
In the first test, a supermarket shelf was filled with genuine but foreign confectionery brands and seeded with three differently shaped packages in a mock chocolate brand design. The participants, who wore special glasses that automatically track eye movement, were asked first to look at the shelves and then to pick out the best and worst designs.
According to the test, packages with unique shapes, fit-to-product colours and large front faces with a window, where the product is visible, receive the most attention on the shop shelf. Participants felt that chocolate packed in unusual cartons would be more tempting and extraordinary. They also paid high attention to the negative aspects of the packages, especially when the design didn’t complement the product.
Other characteristics appreciated by consumers are deeper colour reproduction, which to them signifies full-flavoured, higher- quality chocolate; and a white and clean, hygienic appearance, which implies the product is fresher and tastes better.
The package is an integral part of the product
When participants were asked to handle the Metsä Board dummy cartons, all of which had the same print design but were produced in four different shapes, their perception of the cartons changed dramatically after opening and using them. An unusual shape was considered innovative and tempting at first, but was rejected when it proved tricky to open.
Many comments by the participants concerned the product, even though it was only the package that they were asked to evaluate. The outcome of the consumer perception test was clear: as an integral part of the product, the package is expected to complement what’s inside and reflect the brand values. With as many as 70% of purchase decisions made at the point-of-sale, the package has to look, feel and function just right.