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Product packaging influences consumerbuying behavior

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by Isaac Amani

DOES PRODUCT PACKAGING SIGNIFICANTLY INFLUENCE CONSUMER BUYINGBEHAVIOR?

Yes, it does! Packaging is everything to a business. Without a high-quality, eye-catching andwinning package you stand very little chance of selling your products. You don't make productsto store them in the garage or whatever facility that you use for storage. The only aim for coming

up with products is to sell and make profit now, not tomorrow. The survival ofyour business istied to how popular and persuasive you make your products to appear.

This popularity can be enhanced by how you package your goods. Two women can have thesame general physical attractive appeal but once one of them uses make-ups' and all theattending "beauty effects". This woman who has wrapped herself with make-ups' will stand outmore beautiful and pull more crowds. But what is the secret? The secret is the power ofpackaging. How well dressed you turn up for an interview will in a bigger measure determinehow well you do.

So this brings to us the necessity for any manufacturer to package his goods in a way that willappeal to the majority of customers or consumers. How can you ensure that your products areattention-grabber: -1. Use good quality wrappere.g. box, etc.Good quality wrapper will lead your consumer to conclude that whatever is wrapped inside mustbe valuable for it to have such a wrapper. It gives a good image to your product.

2. Select attractive winning, eye-catching colors!Dull colors will lead your customers to think that your product is dull, unsatisfying and get theimpression that it will not fulfill his/her needs.

3. Put pictures or art-work that will have a direct, unique and a universal appeal.If you spend enough time to know what irresistibly grips the attention or the appeal of many.With time you will find a general consensus among many about the pictures or art-work thatreally touch peoples' attention. Something unattractive will not grab the attention of many as they

pass by! But let something be attractive and people will die to take the package home.4. Associate the product with an attractive and irresistible world model! All this still, I consider itto be packaging because now you are wrapping the product on someone the world admires andyou are telling the people if he can use it, you can use it also. That makes your product as famousas the model! Pepsi used Michael Jackson to advertise their product.

5. Associate the product with good feelings. Let the consumers know unmistakably that if theytake or use the product it will change and enhance their positive feelings on life. Using Michael

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Jackson music they led the people to think or believe that Pepsi will give them the same feelingand effects that his music was having on them.

6. Lastly, appeal to their general universal values and beliefs. Let them know that when they takethe product they fulfill their values. You could link the product with a sense of patriotism,beauty, attraction, love, etc. Ultimately, after using the product have them believe that their lives

will never be the same again.Those are the steps I will carry out in packaging my product and I believe you will see thedifference if you verify the steps that I have outlined above.

The influence of packaging color on consumer purchase intent: The influence of color at the

point of purchaseby VanHurley, Vickie Lynn, PhD, MICHIGAN STATE UNIVERSITY, 2007, 0 pages;3282211

Abstract: This study was designed to add the body of literature that investigates the influenceof packaging design, specifically color, on consumer decision-making. This study is unique

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because it used original three-dimensional packaging as stimuli to collect data. Cue utilizationtheory was used to guide the investigation of packaging design color as a cue for product qualityand product performance as an influence on consumer purchase intent. This benchmark studyexploratory in nature synthesized color, packaging design as an influence on consumerdecision-making as an introductory mean of investigating packaging design as the new

advertising. Approximately 80% of purchase decisions are made at the point of sale and the roleof packaging has shifted to include advertising the contents becoming the 'silent salesman.' Witha new reliance on packaging design to persuade consumers at the shelf, it is important forpackaging design to be studied as an influence on consumer behavior. Tangible three-dimensional packaging was used along with a 72-item questionnaire to investigate the generalresearch question: Do surface graphics/packaging color (extrinsic cue) influence consumerdecision-making and the intent to purchase? Results indicated that consumers utilize packagingcolor to make purchase decisions. Consumers receive non-textural information about theproduct from the packaging that helps the decision-making process. When consumers are facedwith a multitude of product choices, especially in an unfamiliar product category, the packagingis a source of information. Blue and red packaging was more likely to be purchased than yellow,orange, green, or purple packaging. Yellow packaging was the least likely to be purchased, andits contents were perceived to have poor quality, poor shelf visibility, and low purchase intent.Results also showed that color and product associations have an influence on the intent topurchase. Although red was indicated overall as a packaging color most likely to be purchased,red was the color packaging least likely to be purchased in the case of toothpowder. Resultsindicated packaging color influenced consumer purchase intent and therefore color has an effecton product sales, market share, and profits. More research is needed to augment these resultsthat indicate color does influence the consumer's intent to purchase. Also, additional researchcould strengthen the results that the consumer's intent to purchase may be influenced by productand color association. And more research could solidify the relationship of color and productassociations for products.

Consumer perceptions of product packaging

Document Information:

Title: Consumer perceptions of product packaging

Author(s): Olga Ampuero, (Department of Graphic Expression in Engineering, Polytechnic University of

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Valencia, Valencia, Spain), Natalia Vila, (Department of Marketing, School of Economics,

University of Valencia, Valencia, Spain)

Citation: Olga Ampuero, Natalia Vila, (2006) "Consumer perceptions of product packaging", Journal of

Consumer Marketing, Vol. 23 Iss: 2, pp.100 112

Keywords: Consumer behaviour,Packaging, Perception,Presentation graphics, Product positioning

Article

type:Research paper

DOI: 10.1108/07363760610655032 (Permanent URL)

Publisher: Emerald Group Publishing Limited

Abstract:Purpose This paper seeks to discuss the need to understand consumer perceptions in order tocorrectly design product packing and to achieve the desired position in the minds of consumers.

Design/methodology/approach Data collection was divided into two phases. The first, (based ondesigners' opinions), to determine the key graphic variables in the design of packaging. The

second, (based on consumers' opinions), to associate each packaging with a positioning strategy.The seven product-positioning strategies selected were represented from the consumers'standpoint using multidimensional scaling. Four maps were obtained related to: alternative

packaging colours; alternative packaging typography; alternative packaging graphical forms;alternative packaging images

Findings Each positioning strategy appears associated with particular packaging dimensions.

Research limitations/implications Consumers have exhibited harmonious perceptions towardsproducts-packaging strategies, so one can conclude that a general feeling as to what a particular

packaging exactly means exists. So the general opinion should guide packaging designers toappropriately meet consumers' expectations.

Originality/value A range of simulated packaging was prepared for the 46 consumers that tookpart in the two-phase experiment: One of the seven positioning strategies was explained. For

example: Product A is positioned as reasonably priced. People say the price is OK; Case to besolved: From this selection, choose the packaging that seems most suitable for product A, takingits characteristics into account. The simulated packaging alternatives were shown and the subject

chose the options that seemed most suitable (colour, typography, forms and images). Thesequence was repeated for the remaining six positioning typologies.

Packaging and purchase decisions: An exploratory study on the impact of

involvement level and time pressure

Document Information:

Title: Packaging and purchase decisions: An exploratory study on the impact of involvement level and

time pressure

Author(s): Pinya Silayoi, (Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart

University, Bangkok, Thailand), Mark Speece, (School of Management, Asian Institute of

http://www.emeraldinsight.com/search.htm?ct=all&st1=Natalia+Vila&fd1=authttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Consumer+behaviour&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Packaging&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Packaging&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Perception&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Perception&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Presentation+graphics&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Product+positioning&fd1=kwd&mm1=allhttp://dx.doi.org/10.1108/07363760610655032http://www.emeraldinsight.com/search.htm?ct=all&st1=Pinya+Silayoi&fd1=aut&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=all&st1=Mark+Speece&fd1=aut&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=all&st1=Natalia+Vila&fd1=authttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Consumer+behaviour&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Packaging&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Perception&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Presentation+graphics&fd1=kwd&mm1=allhttp://www.emeraldinsight.com/search.htm?ct=jnl&st1=Product+positioning&fd1=kwd&mm1=allhttp://dx.doi.org/10.1108/07363760610655032http://www.emeraldinsight.com/search.htm?ct=all&st1=Pinya+Silayoi&fd1=aut&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=all&st1=Mark+Speece&fd1=aut&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4

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Technology and Graduate School, Bangkok University, Bangkok, Thailand)

Citation: Pinya Silayoi, Mark Speece, (2004) "Packaging and purchase decisions: An exploratory study on

the impact of involvement level and time pressure", British Food Journal, Vol. 106 Iss: 8, pp.607

628

Keywords: Consumer behaviour,Design,Food packaging

Article

type:Literature review

DOI: 10.1108/00070700410553602 (Permanent URL)

Publisher: Emerald Group Publishing Limited

Abstract: The importance of packaging design as a vehicle for communication and branding is growing in

competitive markets for packaged food products. This research utilized a focus group methodology

to understand consumer behavior toward such products and how packaging elements can affect

buying decisions. Visual package elements play a major role, representing the product for many

consumers, especially in low involvement, and when they are rushed. Most focus group

participants say they use label information, but they would like it if simplified. The challenge forresearchers is to integrate packaging into an effective purchasing decision model, by

understanding packaging elements as important marketing communications tools. Propositions for

future research are proposed which will help in developing better understanding of consumer

response to packaging elements.

The influence of packaging color on consumer purchase intent: The influence of color at thepoint of purchase

by VanHurley, Vickie Lynn, PhD, MICHIGAN STATE UNIVERSITY, 2007, 0 pages;3282211

Abstract: This study was designed to add the body of literature that investigates the influenceof packaging design, specifically color, on consumer decision-making. This study is uniquebecause it used original three-dimensional packaging as stimuli to collect data. Cue utilizationtheory was used to guide the investigation of packaging design color as a cue for product qualityand product performance as an influence on consumer purchase intent. This benchmark study

http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Consumer+behaviour&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Design&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Design&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Food+packaging&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Food+packaging&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://dx.doi.org/10.1108/00070700410553602http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Consumer+behaviour&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Design&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Food+packaging&fd1=kwd&mm1=all&PHPSESSID=p5tndplq1dg9se1o2i29bcvgm4http://dx.doi.org/10.1108/00070700410553602

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exploratory in nature synthesized color, packaging design as an influence on consumerdecision-making as an introductory mean of investigating packaging design as the newadvertising. Approximately 80% of purchase decisions are made at the point of sale and the roleof packaging has shifted to include advertising the contents becoming the 'silent salesman.' Witha new reliance on packaging design to persuade consumers at the shelf, it is important for

packaging design to be studied as an influence on consumer behavior. Tangible three-dimensional packaging was used along with a 72-item questionnaire to investigate the generalresearch question: Do surface graphics/packaging color (extrinsic cue) influence consumerdecision-making and the intent to purchase? Results indicated that consumers utilize packagingcolor to make purchase decisions. Consumers receive non-textural information about theproduct from the packaging that helps the decision-making process. When consumers are facedwith a multitude of product choices, especially in an unfamiliar product category, the packagingis a source of information. Blue and red packaging was more likely to be purchased than yellow,orange, green, or purple packaging. Yellow packaging was the least likely to be purchased, andits contents were perceived to have poor quality, poor shelf visibility, and low purchase intent.Results also showed that color and product associations have an influence on the intent topurchase. Although red was indicated overall as a packaging color most likely to be purchased,red was the color packaging least likely to be purchased in the case of toothpowder. Resultsindicated packaging color influenced consumer purchase intent and therefore color has an effecton product sales, market share, and profits. More research is needed to augment these resultsthat indicate color does influence the consumer's intent to purchase. Also, additional researchcould strengthen the results that the consumer's intent to purchase may be influenced by productand color association. And more research could solidify the relationship of color and productassociations for products.

Packaging power: The effects of package design throughout the supply chain

Document Information:

Title: Packaging power: The effects of package design throughout the supply chain

Source: Strategic Direction, Vol. 26 Iss: 5

pp: 10 11

Keywords: Competitive advantage,Food packaging,Marketing strategy,Packaging,Product design

Article General review

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type:

DOI: 10.1108/02580541011035393 (Permanent URL)

Publisher: Emerald Group Publishing Limited

Abstract:

Purpose Reviews a paper on packaging design, to highlight the link between successful salesand marketing strategy and packaging.

Design/methodology/approach Combines theory with case study to highlight the issues toconsider in successful package design.

Findings Here's an interesting fact for marketeers. A 2005 study conducted by the PaperboardPackaging Alliance showed that in the minds of consumers, product and package are one and thesame. Whatever a package says to a shopper through words, graphics, material, size is exactly

what its contents become, be they a bottle of perfume or a bottle of milk. An interesting fact fordistributors: choosing the right size and material for your packaging could cut your logistical costsconsiderably. Wherever you are in the supply chain, your department needs to think hard about

packaging: an under discussed but increasingly important factor in commercial success.

Practical implications Explains how each link in the supply chain should think about packaging.Suggests areas for future research.

Originality/value Opens a conversation on an under-researched area in supply chainmanagement and marketing strategy.

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Expand+

Influence of Packaging Material/Sealing onthe Quality of Biscuits

1. Rosa M. Vercelino Alves

2. Eloisa E. C. Garcia

3. Mauricio R. Bordin

1. CETEA-Packaging Technology Center, PO. Box 139, 13073-001, Campinas, SP,Brazil

Abstract

This investigation concentrated on determining the water vapor transmission rates

(WVTR) of some of the packaging materials most commonly used to wrap biscuits

(BOPP/pearlized BOPP, BOPP/BOPP, BOPP/ LDPE/ BOPP, BOPP/met-BOPP,

BOPP/LDPE/met-BOPP, PET/met-BOPP)** and theoretical WVT-values were then

calculated for the different types of package, based on the WVTR of the materialand the total surface area of the packages exposed to ambient. The next phase of

the project aimed at verifying whether or not the type of seal brings about an

increase of the permeability to water vapor of the biscuit packages by comparing

the theoretical value (WVTt) of the biscuit packages with the experimental (WVTp).

Packages of biscuits were purchased from regular retail outlets in Brazil (9 different

types of biscuit/6 manufacturers). The packages had been produced with three

types of form-fill-seal machines. Among the packaging materials tested, those that

contained a metallized BOPP-layer in their structure provided the best barrier

against moisture (0.5 to 1.0 g water/m2/day) whereas the WVTR of all the other

materials varied from 2.3 to 4.0 g water/m2

/day at 380

C/90% RH. The packagessealed with rollpack and horizontal flowpack machines presented impaired seal

integrity, particularly at the transversal seal, which caused the WVTp of the

packages to be 1.1 to 3.0 times (depending on the material/manufacturer) higher

than the corresponding theoretical WVTt values previously calculated. Vertical

flowpack machines produced packages with seals of good integrity so the

permeability of these packages depends directly on the type of packaging material

used

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Less Is More: Packaging for the NewFragrance Consumerby nathanbranch on May 5, 2009 | COMMENTS

I received an email fromNeil Morris Fragrances yesterday, announcing that they were launchinga new bottle size for their Neil Morris Vault series:

During the past year, we have discovered that most of the people who purchase a Vaultfragrance actually purchase multiple fragrances. And we had many requests to offer the scentsin a smaller size in order to allow folks to build a fragrance wardrobe without breaking thebank. So as of today, we will be replacing the current two ounce (60ml) bottle with a one ounce(30 ml) spray bottle . . .

The smart decision to downsize the Neil Morris Vault bottles in response to consumer demandmade me think of an article I recently read regarding effective packaging decisions for smallbusinesses and brands 9 Packaging Problems That Lose Sales:

Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Largequantities and amounts do have a special market but generally people are buying in smaller sizeunits. In fact, one of the fasted growing market segments is ready to use and consume. When Iwas in China, ready to use was the only type packaging available. Single servings were hugethere and now they are becoming hot here.

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Sonoma Scent Studio 17ml bottles

I also thought of this in relation to the Beth Terry reviewyesterday. Beth Terry has been inbusiness since 1995, and shes been offering her tall 4.3 ounce bottles from the beginning in aneffort to set her brand apart from the competition: It reflects my sensibility. I wanted to create abottle that would tower above the rest, like a skyscraper. My fragrances are all 4.3 oz; thatamount was unheard of when I started Creative Universe.

But its fourteen years later and while the market has changed, Beths packaging hasnt budged(though she recently stated that her bottle supplier no longer carries the bottles she used, so shellbe forced to change gears; this is a good thing, whether she realizes it or not). Chandler Burrwrites in his latest NY Times columnthat the (fragrance) industry has gone from 50 launches ayear to over 1,000 today, an unsustainable, unregulated flood of novelties, the whole driven . . .by marketing and pure, desperate momentum, and this flood of launches, this marketing anddesperate momentum, has permanently altered consumer habits and expectations.

We can argue until were blue in the face about whether this altering is for better or worse, butpurchasing habits have changed. Period.

While a 4.3 ounce bottle of perfume was a desirable thing back in the mid-90s, when there werefewer choices and fragrance consumers were more likely to commit to one bottle at a time and/orremain loyal to one particular brand, the late 20th century consolidation of design houses(LVMH,PPRand Richemont), not to mention the rise of massive beauty conglomerates closelytied to flavor & fragrance corporations (IFFFirmenich,Givaudan and Symrise), blurred the linebetween brands while whetting consumer appetite for the next glistening prize If you likedGucci Envy, then buy GucciEnvy Me! And dont forgetEnvy Me 2!

After the umpteenth multi-milliondollaradcampaign, forgetting is not an option.

http://www.nathanbranch.com/2009/05/beth-terry-creative-universe-e.htmlhttp://www.nathanbranch.com/2009/05/beth-terry-creative-universe-e.htmlhttp://www.beautynewsnyc.com/fragrance/self-portrait-in-fragrance-beth-terrys-creative-universe-a-beautynewsnyc-and-beautynewslacom-exclusive/http://themoment.blogs.nytimes.com/2009/04/30/scent-notes-sheer-stella-2009-by-stella-mccartney/http://themoment.blogs.nytimes.com/2009/04/30/scent-notes-sheer-stella-2009-by-stella-mccartney/http://en.wikipedia.org/wiki/Lvmhhttp://en.wikipedia.org/wiki/PPR_(company)http://en.wikipedia.org/wiki/PPR_(company)http://en.wikipedia.org/wiki/Richemonthttp://en.wikipedia.org/wiki/International_Flavors_and_Fragranceshttp://en.wikipedia.org/wiki/Firmenichhttp://en.wikipedia.org/wiki/Firmenichhttp://en.wikipedia.org/wiki/Givaudanhttp://en.wikipedia.org/wiki/Symrisehttp://www.amazon.com/Gucci-Envy-Me/dp/B0007G7OT2http://www.amazon.com/Gucci-Toilette-Spray-Women-100ml/dp/B001RVNAIU/ref=sr_1_1?ie=UTF8&s=beauty&qid=1241545386&sr=1-1http://www.youtube.com/watch?v=DOGNyV9ngMkhttp://www.youtube.com/watch?v=5pkSaWrHMQAhttp://www.youtube.com/watch?v=JslSn-v6phUhttp://www.youtube.com/watch?v=jA2hnC8jzKQhttp://www.youtube.com/watch?v=p-ngh-9eeMohttp://www.flickr.com/photos/8978079@N05/3370138525/http://www.nathanbranch.com/2009/05/beth-terry-creative-universe-e.htmlhttp://www.beautynewsnyc.com/fragrance/self-portrait-in-fragrance-beth-terrys-creative-universe-a-beautynewsnyc-and-beautynewslacom-exclusive/http://themoment.blogs.nytimes.com/2009/04/30/scent-notes-sheer-stella-2009-by-stella-mccartney/http://en.wikipedia.org/wiki/Lvmhhttp://en.wikipedia.org/wiki/PPR_(company)http://en.wikipedia.org/wiki/Richemonthttp://en.wikipedia.org/wiki/International_Flavors_and_Fragranceshttp://en.wikipedia.org/wiki/Firmenichhttp://en.wikipedia.org/wiki/Givaudanhttp://en.wikipedia.org/wiki/Symrisehttp://www.amazon.com/Gucci-Envy-Me/dp/B0007G7OT2http://www.amazon.com/Gucci-Toilette-Spray-Women-100ml/dp/B001RVNAIU/ref=sr_1_1?ie=UTF8&s=beauty&qid=1241545386&sr=1-1http://www.youtube.com/watch?v=DOGNyV9ngMkhttp://www.youtube.com/watch?v=5pkSaWrHMQAhttp://www.youtube.com/watch?v=JslSn-v6phUhttp://www.youtube.com/watch?v=jA2hnC8jzKQhttp://www.youtube.com/watch?v=p-ngh-9eeMo

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As a result, our bathroom counters have grown so crowded that a 2 ounce (60ml) bottle, not at allhefty by traditional standards, is more than the average Neil Morris customer now wants and/orneeds. Besides, nabbing a tiny bottle of something new soothes the ache for novelty withouteating too drastically into the monthly budget (though its kind of like draining the bank accountwith a thimble it just takes a little longer to reach the bottom).

Shalini 10ml bottle

In a 2003 article, Packaging is moving fast to keep pace with market drivers, Anders Brolin, thenhead of research and development for Stora Enso Packaging, stated that, Changes in thedemography, with an aging population and a changing social structure, particularly in theWestern Hemisphere, mean that we have far more single households. In practical terms, thatmeans that we need smaller and more functional packages.

As everyday products like food and household goods land on store shelves in smaller sizes andsingle portions, consumers are adjusting their purchasing habits to match. In order to stayrelevant, independent perfumers will need to adjust, as well slimming down and shrinking theportion size to suit the developing retail landscape.

http://www.allbusiness.com/specialty-businesses/709021-1.htmlhttp://www.allbusiness.com/specialty-businesses/709021-1.htmlhttp://www.flickr.com/photos/8978079@N05/3201761734/http://www.allbusiness.com/specialty-businesses/709021-1.html

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CB I Hate Perfume 15ml bottles

A number of indie perfumers, such as Neil Morris, have sensed this shift in consumer preferenceand are on top of the trend: Sonoma Scent Studios largest bottle size is 34ml (about 1 once),while also offering a 17ml (1/2 ounce) size;Soivohleoffers a variety of sizes, from as small as4.5ml to as large as 2 ounces, yet with a full range in-between; the Untitled series that LuckyScent released in 2006 came in tiny 8ml bottles as a way of enticing consumers to purchase

several of the fragrances, if not the entire series; and Christopher Brosius offers his verycontemporary CB I Hate Perfume fragrances in 2ml travel sizes, 15ml absolutes and 100ml water formulations.

A recent post at Andy Tauers blog(of Tauer Perfumes) sees him considering the necessity ofchanging his packaging to meet shifting consumer desires: I start, selling maybe 200 bottles ofair du dsert, where it makes no sense at all to get a screen printed bottle. Then you sell more,change sales channels, end up with more bottles, but the entire presentation and packaging lagsbehind. And being in the midst of stock issues and bottles and legal issues etc, you do not seethat it is time to adjust.

Yet adjusting packaging to adapt to consumer trends and shifts is key to a brands continuedsuccess (see this article where a food company increased its sales by 75% simply through

rebranding and repackaging its product). Perhaps one of the most important and timelyadjustments an independent perfumer should consider today is the inclusion of a smaller sizebottle in his/her lineup to satisfy the increasing demand for less volume, greater diversificationand a lower introductory price point.

http://www.sonomascentstudio.com/FragranceShop.shtmlhttp://www.soivohle.com/http://www.soivohle.com/http://www.soivohle.com/http://www.luckyscent.com/shop/category/317/section/1/page/1/brand/UNTITLED.htmlhttp://www.cbihateperfume.com/home.htmlhttp://tauerperfumes.com/blog/2009/04/27/think-dilbert/http://tauerperfumes.com/blog/2009/04/27/think-dilbert/http://findarticles.com/p/articles/mi_m3289/is_n2_v165/ai_18112801/http://www.flickr.com/photos/8978079@N05/3460068593/http://www.sonomascentstudio.com/FragranceShop.shtmlhttp://www.soivohle.com/http://www.luckyscent.com/shop/category/317/section/1/page/1/brand/UNTITLED.htmlhttp://www.cbihateperfume.com/home.htmlhttp://tauerperfumes.com/blog/2009/04/27/think-dilbert/http://findarticles.com/p/articles/mi_m3289/is_n2_v165/ai_18112801/

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Tom Ford Private Blend Coffret with 5ml roll-on bottles

So Beth, how about a few townhouses to go with those scyscrapers (small is the new big), andAndy, youre right, a red helmet doesnt turn a bicyclist into a Ferrari, but the point of packagingand design isnt about trying to be something youre not, its about encouraging the consumer tochoose your red helmet over all the other helmets on the shelf.

***Note: computer tech gadgets are the biggest retail success story of the last decade the

smaller and lighter they get, the faster they fly off the shelves. Consumers no longer equatebig and large with good quality and/or value. Size small fits the contemporary lifestyle

http://sethgodin.typepad.com/seths_blog/2005/06/small_is_the_ne.htmlhttp://tauerperfumes.com/blog/2009/05/05/ferrari-on-santa-monika-blvd/http://www.flickr.com/photos/8978079@N05/3087552291/http://sethgodin.typepad.com/seths_blog/2005/06/small_is_the_ne.htmlhttp://tauerperfumes.com/blog/2009/05/05/ferrari-on-santa-monika-blvd/

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How does increasingly plainer cigarette packaging influence

adult smokers perceptions about brand image? An

experimental study

OPEN ACCESS

1. M A Wakefield,

2. D Germain ,

3. S J Durkin

+Author Affiliations

1. Centre for Behavioural Research in Cancer, The Cancer Council Victoria, Victoria, Australia

1. Dr M A Wakefield, Centre for Behavioural Research in Cancer, The Cancer Council Victoria, 1 Rathdowne Street,

Carlton, Victoria, Australia 3053;melanie.wakefield@cancervic.org.au

Received 9 July 2008

Accepted 28 September 2008

Published Online First 30 September 2008

Next Section

Abstract

Background: Cigarette packaging is a key marketing strategy for promoting brand image. Plain packaging has

been proposed to limit brand image, but tobacco companies would resist removal of branding design elements.

Method: A 3 (brand types) 4 (degree of plain packaging) between-subject experimental design was used, using

an internet online method, to expose 813 adult Australian smokers to one randomly selected cigarette pack, after

which respondents completed ratings of the pack.

Results: Compared with current cigarette packs with full branding, cigarette packs that displayed progressively

fewer branding design elements were perceived increasingly unfavourably in terms of smokers appraisals of the

packs, the smokers who might smoke such packs, and the inferred experience of smoking a cigarette from these

packs. For example, cardboard brown packs with the number of enclosed cigarettes displayed on the front of the

pack and featuring only the brand name in small standard font at the bottom of the pack face were rated as

significantly less attractive and popular than original branded packs. Smokers of these plain packs were rated as

significantly less trendy/stylish, less sociable/outgoing and less mature than smokers of the original pack. Compared

with original packs, smokers inferred that cigarettes from these plain packs would be less rich in tobacco, less

satisfying and of lower quality tobacco.

http://tobaccocontrol.bmj.com/search?author1=M+A+Wakefield&sortspec=date&submit=Submithttp://tobaccocontrol.bmj.com/search?author1=D+Germain&sortspec=date&submit=Submithttp://tobaccocontrol.bmj.com/search?author1=S+J+Durkin&sortspec=date&submit=Submithttp://c/journal%20-%20search/cigarrate%20contoh%20research.htmhttp://c/journal%20-%20search/cigarrate%20contoh%20research.htmmailto:melanie.wakefield@cancervic.org.aumailto:melanie.wakefield@cancervic.org.auhttp://tobaccocontrol.bmj.com/site/about/unlocked.xhtmlhttp://tobaccocontrol.bmj.com/search?author1=M+A+Wakefield&sortspec=date&submit=Submithttp://tobaccocontrol.bmj.com/search?author1=D+Germain&sortspec=date&submit=Submithttp://tobaccocontrol.bmj.com/search?author1=S+J+Durkin&sortspec=date&submit=Submithttp://c/journal%20-%20search/cigarrate%20contoh%20research.htmmailto:melanie.wakefield@cancervic.org.au

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Conclusion: Plain packaging policies that remove most brand design elements are likely to be most successful in

removing cigarette brand image associations.