Purchasing decisions, those which determine how you choose one product over another depend, in addition to basic factors, on unconscious factors which form a complex web of incentives, that according to experts, "should create an emotional bond with the recipient in order to seduce them. "
Marcela Harvey in her article in iProfesional.com, outlines the factors that a product needs in order to stand out from others in commercial outlets.
Consumer behavior, current trends in the national and international market, and even where the product is positioned on the shelf are some of the variables that must be taken into account when making a design.
Before putting pen to paper it is essential to be clear about who the end consumer is. Browse the aisles, observe person by person who is consuming, what they take to their cars, how they move and select, ask questions and interact, are all crucial activities in the initial stage of the creative process.
It is important to be consistent, find what you want to convey about the product and hold on to it. Potential buyers do not want to be deceived, they seek the essential, the real, every day you have to deal with increasingly more informed consumers.
However, this is not always easily accepted. When working with leading brands, although there is already a guaranteed success, you are more limited in developing creative and innovative solutions.
The challenge that big brands need to understand is that they must take risks and trust that it is not always necessary to have all the benefits of the product highlighted on the front of the packet, because an impulse buy does not happen because of what the customer reads in the aisle but because of the brand logo.
Its for this reason that the worldwide trend is simplicity, in all aspects, from the practicality of the product in its preparation and consumption to the way in which this is communicated, because ultimately, the buying impulse is structured in a message and the packaging is the ultimate communication prior to the purchase.
That is why this form of contact must contain some sort of complicity, something in the form and the image that moves the person, that connects with
the emotions of the person in the aisle who is facing the difficult task of selecting the product it represents.
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