podcastsinenglish Level B.91 Stand out!
Nov 19, 2020
Jackie and Richard explore how packaging can distinguish products in a crowded market. They delve into the psychology of colors and labels, revealing how vibrant wine labels catch shoppers' eyes. A cautionary tale unfolds as they discuss Tropicana's misguided redesign that lost its iconic imagery, leading to plummeting sales. The duo emphasizes the crucial link between design and brand identity, and share insights on eye-tracking technology that helps brands test what truly resonates with consumers. Understanding these factors is key for success!
AI Snips
Chapters
Transcript
Episode notes
Kids Prefer Packaging To Gifts
- Jackie recounts Anne's children loving wrapping paper and boxes more than the present itself.
- The story shows packaging can eclipse the product in initial attention.
Packaging Drives Adult Choice
- Adults are also attracted to product packaging when choosing among many similar items.
- Bright, eye-catching labels like red, orange and gold increase visibility and selection.
Tropicana's Costly Redesign Mistake
- Jackie tells the Tropicana story where a redesign caused a 20% sales drop and a costly rollback.
- Losing a distinctive visual identity made the product vanish among generic competitors.