Before I begin to design any type of electronics or accessory retail package, I spend some time at different stores and observe how customers browse for similar products. I want to know what grabs their attention. Is it a package with bright colors, bold graphics, lots of text? Sometimes I even engage them in a little casual conversation: “Do you know if this product really works? Which one do you recommend? Why did you pick this one?,” etc.
Obviously customers are mostly drawn to products that they are already familiar with. Brand awareness goes along way but they are still interested in what else is out there and to see if a different product may not even suit them better.
I linger long enough in a section (without getting arrested) to also observe how helpful the retail staff is and how well they know this particular category. I’m often surprised how retail staff answer question by simply reading them the back of the package. Your package not only needs to educate the customer, but also the retail store clerks that may not necessarily have the expertise to properly explain the features of your product.
Some of my own random observations:
- Customers are drawn more to bold graphics and bright/high contrast colors
- They look at brands that they are familiar with first
- Many are shy about asking for help or a price check
- When there is no help from a sales clerk, they often turn to other customers for help
- The opinions from other customers shopping the same category matters to them
- Customers often inform themselves beforehand about a particular brand and category
- The higher the cost of a product, the more time they spend reading the features and description
- Customers are frustrated when they can’t figure out why one one model from a particular brand is different or more expensive than another
- Sadly, many customers can’t distinguish between a real brand and a cheaper knockoff product
- People try to open packages to feel, touch and try out products. Not knowing if they can get in trouble for doing so causes them to damage the package and quickly jam the product back
- Some parents allow their children to freely rip packages open and even play with products while they shop
- Discount stores customers are more likely rip multiple packages open
What have you observed in retail stores when it comes to retail packaging? What frustrates you when you shop? Please use the comments section below.