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ADDITIONAL CASE STUDY INFORMATION
UNDERSTANDING CONSUMERS’ EMOTIONAL RESPONSE TO PROTECTIVE MATERIALS IN PARCEL PACKAGING
When: 2016
What: The type of protective packaging selected for parcel delivery has a significant impact on the consumer experience. A breakthrough independent study conducted by Packaging Insight, used a facial camera apparatus to capture emotional response when parcels were opened.
Broad Research Question: You are going to receive a present in the mail from your distant relative. As you would in your own home, please open the package, remove and unpack the items, and discard the packaging.
Sample: 123 participants
Results:
- The emotional reading (or value) for packaging peanuts indicated participants were approximately 10 times more likely to be categorized as frustrated than not frustrated.
- Bubble cushioning and air pillow packaging create the least frustration.
- The participants were the least irritated when disposing bubble cushioning materials.
Implications: Protective materials within parcel packaging should be a deliberate consideration for all brands delivered to the home. The study illustrates that packaging has an impact on consumer perception and human emotion. Bottom line, materials matter.
MEASURING THE IMPACT OF LABEL MATERIALS ON CRAFT BEER PURCHASE DECISIONS
When: 2015
What: This white paper reports on a study conducted by Avery Dennison and Package InSight, LLC at Clemson University to examine how consumers shop for craft beer when with various label types.
Broad Research Question: How do customers react to different label types in the craft beer product category?
Sample: 193 participants
Results:
- White gloss film and wood veneer performed the best followed closely by metalized film
- Study participants viewed the clear-on-clear label over 20% longer than the other labels
- 62% of study participants said the Avery Dennison metalized film label caught their attention compared to labels made with paper, matte film, white gloss film, wood veneer and clear film
- 42% percent of shoppers perceived the metalized film labeled product as most expensive, followed by wood veneer and clear film
- 40% percent felt the paper label appeared the least expensive
- The over 30-year-old age group fixated nearly twice as often on the wood label than the younger group
Implications: Craft brewers have unique, compelling narratives of how their breweries, recipes and processes bring the best product to thirsty consumers. By using eye-catching labels, branding and graphics, brewers can tell the story – their story – and connect with consumers and influence purchase decisions.
PLASTIC THERMOFORMED VS. PLASTIC FLEXIBLE POUCH PACKAGE
When: 2014
What: This white paper reports on a study conducted by Klöckner Pentaplast and Package InSight, LLC at Clemson University to examine the differences in how customers shop for products when they have the option for either a plastic thermoformed or plastic flexible pouch package.
Broad Research Question: How do customers react to different products when they have the option for a thermoformed or flexible pouch package?
Sample: 116 participants
Results:
- Thermoformed cheese packaging was found to be more appealing, were viewed longer and found faster than flexible plastic packaging
- Thermoformed had 24% longer fixation duration
- Thermoformed had 42% more fixations
- Thermoformed had 42% less time to first fixation
- Thermoformed had 44% more purchases
Implications: This data, when combined with the above relevant findings, makes for compelling argument for why rigid thermoformed cheese packages are preferred over flexible pouches.
THE IMPACT OF FOIL STAMPING ON CONSUMER ENGAGEMENT
The Sonoco Institute of Packaging Design and Graphics at Clemson University, in partnership with R. Andrew Hurley’s research program, conducted an eye-tracking study in the CUshop Consumer Behavior Lab. The study was developed in conjunction with the Foil & Specialty Effects Association to observe the effects of foil stamping on consumer interaction and test the hypothesis that a package embellished with foil would increase attention to the product when compared to the same product without foil. Three separate packaged product categories were tested over the three-day period.
When: 2013
What: High Visibility enhancements are the processes applied to packaging that increase visibility and stimulate and hold attention. This study looks at the impact of foil stamping as a high visibility enhancement.
Today in the packaging market over 100 forms of foil stamping are used by consumer goods companies.
Broad Research Question: Does foil stamping impact consumer engagement during a grocery shopping experience?
Sample: 265 participants
Results:
Foil had no impact on time to first fixation
Those consumers that did fixate on the foil stamping had a longer total fixation duration compared to non-foil.
Implications:
If you use foil and the consumer engages with your product they will do so for a longer period compared to non-foil.
THE ROLE OF SECONDARY PACKAGING IN BRAND AWARENESS
When: 2013
What: This white paper reports on a study conducted by Rehrig Pacific Company and Clemson University on the effects of secondary packaging on purchase intent and consumer behavior.
Broad Research Question: A unique secondary package design with on-message, brand building color and graphics can lift brand awareness and increase purchase intent when integrated into in-store marketing campaigns.
Sample: 89 participants
Results:
- The product in the branded reusable crates received 54% more fixations
- The product in the branded reusable crates was looked at for 46% more time
- The combined area of the product and the branded reusable crate received 47% more fixations
- The combined area of the product and the branded reusable crate was looked at for 34% more time
Implications:
It can be concluded with statistical evidence from this study that unique secondary package design with on-message, brand building color and graphics can lift brand awareness and increase purchase intent.
CLAMSHELLS VS. PAPERBOARD BOXES
When: 2012
What: This white paper reports on a study conducted by Klöckner Pentaplast and Clemson University to examine the differences in how customers shop for products when they have the option for either a clamshell package or a printed paperboard box.
Broad Research Question: How do customers react to different products when they have the option for a clamshell or a printed paperboard box?
Sample: 68 participants
Results:
- Participants spent more than 343% the amount of time looking at the clamshell packages than the traditional boxes.
- Consumers tend to purchase the clamshell-type packages on average 402% more, regardless of what type of product is in the package.
- Time to First Fixation: clamshell packages were found on average 40% faster.
- Clamshell packages received 675% more fixations than paperboard packages
Implications:
- We found a strong correlation between product sales and fixation duration, and evaluated all metrics statistically to find significance. Such large differences, such as a 343% longer fixation duration, are highly indicative of a substantially more visible, better selling product.