Packaging Moments of Truth

by Todd McDonald on September 19, 2013

You’re walking down the grocery store aisle. You stop, pause and keep walking. Then something catches your eye, you pause and pick it up. Do you like it? What makes you place it in your shopping cart versus placing it back on the shelf?

These precious three to seven seconds after you first encounter a product on a store shelf, often referred to as the First Moment of Truth (FMOT), are considered one of the most important marketing opportunities for brands to convert browsers into buyers by appealing to their senses, emotions and values.

Of course, packaging can be a critical factor in making those connections.

In fact, Becky Stapleton wrote a recent article titled, “Package and Display Design – Creating a Winning Synergy” that gives several considerations for packaging placement and design for winning at the First Moment of Truth:

  • Does the packaging fit the product and not cover up any of the product details?
  • Can the product be easily picked up to be placed in the cart?
  • Is the packaging designed with product/feature callouts?
  • Does the packaging design take into consideration the product’s in-store placement and even retail location?

But in today’s world, shoppers are not always turned into buyers at the First Moment of Truth. Instead, they are often relying on a variety of sources to look at reviews, ratings and prices before they ever set foot in a brick and mortar store or interact with a product’s package.

That’s why at TEQ we think packaging design also needs to account the Zero Moment of Truth (or ZMOT).

As Jim Lecinski described in his hallmark 2011 ebook, Winning the Zero Moment of Truth, ZMOT is a new critical moment of decision that takes place on smart phones, tablets and laptops and “influenc­es which brands make the shopping list, where shoppers choose to buy and with whom they share the results.”

That means that packages must also be designed to “show well” online. (How many times have you viewed a product in it’s packaging from several angles, zooming in to carefully examine the contents before placing it in your online shopping cart or adding it to your offline shopping list?) Clearly, things like product visibility and feature callouts are more important than ever. But, are there other, less obvious, factors to consider?

What motivates you during these packaging moments of truth?

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