It has been no hidden fact that marketing is one of the most important tools for the success of a business. But most of the times firms require private consultation or external advisory to effectively utilize this tool. One of such business development firms is Nielsen Co. and it has come up with a brand new service to solve one of the major marketing problems of- attractive packaging. According to industry data, as much as 90% of new package designs fail to deliver a measurable sales increase – and 50% of in-market designs actually hurt brand equity.
The key to addressing these challenges is Nielsen Design Navigator, which draws on patented technologies developed by recently acquired Affinnova. Nielsen Design Navigator solves the central issues of the current design process by enabling brands and designers to explore a much broader range of early stage design concepts and objectively assessing them based on visual stand out, consumer preference and brand equity. These consumer-driven analytics provide unprecedented clarity for marketers, helping them identify design routes that will have the largest brand and financial impact.
Nielsen said the tool can help brand marketers and designers launch more effective package designs for new products as well as re-launched brands. According to early results from the company, brands using the Nielsen Design Navigator experience a 34 percent increase in package design stand out, a 28 percent increase in consumer preference for the product and a 5.5 percent increase in forecasted sales.
Consumer products brand design is wrongly predicated on the notion that shoppers make rational, informed decisions. In truth, most are purely instinctive and reactive. Eye-tracking studies show that consumers read on average only seven words in an entire shopping trip, buying instinctively by color, shape and familiarity of location. Best sellers succeed by appealing to the reptilian brain, which decides before logic has a chance.
Consider the processed food industry, its a simple logic the better it looks the better it is likely to taste as the person first “eats” via his vision and then proceeds. Thus, such tools not only enable the business to be able to better attract customers but also enhances it ground level attractiveness in the eyes of the customer.
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