We investigated this question in a study in which we initially asked consumers about leading brand products in 3 different market segments. The aim was to find out to what extent consumer perception of brand and product positioning can be influenced by the targeted use of individual packaging design elements.
Initially, leading brand products were examined in the following market segments
- cold cuts (Herta, Rügenwalder Mühle, …),
- soft cheese and
- chocolate tablets
In the selection of the market segments as well as the selected brand products, the following was taken into account
- ensures the consideration of the most varied occasions of use (from the “everyday product” to the “product for special occasions”)
- as well as the consideration of the different positioning (from “Premium” via “Regionality”, “Craftsmanship” and “Naturalness” to “Modern Enjoyment” and “Children”)
Among the consumers surveyed, the focus was on the women in charge of the household and thus on the primary decision-makers to buy. The survey was conducted through extensive interviews (up to one hour per interview).
The following 3 findings are to be highlighted at this point:
- The use of eye-catching design elements, in addition to the obligatory colour scheme and graphic elements, can be the absolute winner with regard to a clear premium or regional positioning vis-à-vis the consumer (example: the soft cheese “Le Rustique” in a wooden box with checkered doily).
- The situation is comparatively contrary when it comes to the design of organic products. In this case, the lack of too much equipment and material can possibly promote the perception of a natural positioning. On the graphic level, corresponding quality seals and certificates seem to be a must, as does the colour green (example: Rügenwalder Mühle Bio-Range).
- The use of pronounced colourfulness as well as animal characters or similar illustrated figures seems to have an extremely strong influence on the perception of a child’s positioning – whether this is intended or not (example: Milka).