TBP’s 20th anniversary: the design research diaries 1993-2013 (Entry 2)
It’s only 19 days until our 20th anniversary, and to mark the occasion we’ve opened up our vaults to share our insights and musings on design and design research. Find below our second instalment – we hope you enjoy.
Entry 2 of 15: Why “standout” is more than “standing out”
If there’s one objective that’s all bar guaranteed to be on a pack design brief, it’s impact. And no wonder – the average American supermarket now carries 48,750 items, according to the Food Marketing Institute – more than five times the number in 1975 – so the competition for consumers’ attention is fiercer than ever.
Despite this, the whole notion of ‘impact’ is a bit hazy. And that’s because it’s often misunderstood.
Impact is more than just ‘do they see it?’. Our Impact Model breaks down impact into three levels:
This is physiological and involuntary. It’s about a brand’s stopping power, about how easily consumers recognise it. Pringles uses its structure to grab attention in the crisp aisle.
This is more conscious and considered. It’s a measure of a brand’s uniqueness and differentiation vs competitors, its clarity and single-mindedness. Tilda rice uses subtle, sophisticated colourways and a foil matt finish to differentiate itself from the bold orange of competitor Uncle Ben’s.
This final level is about consumers’ engagement and interaction. Does it invoke an emotional connection? Bulleit Bourbon has an amazing in-hand experience, due its smooth shape, textured label and engaging embossed details.
By Stuart Chapman