In modern retail stores we count between 25000 and 40000 diverse range of items, making competition higher than ever and leaving brands with a huge challenge: Standing out from crowded shelves.
Today companies are no more competing exclusively on price, volume or quality but mainly on consumer’s attention.
Grabbing consumer’s attention isn’t an easy task, according to the latest research in marketing, it has been revealed that with the growing digital media, we are exposed to 5000 ads per day .
So brands are evolving in a highly competitive landscape targeting busy consumers with a fragmented attention.
One of the most powerfull marketing tool that can differentiate brands, drive sales and in some cases rise to the level of a competitive advantage, is packaging.
In modern marketing, packaging should be considered as a visual stimulus made from a combination of shapes, designs, colors and texts, each attribute has to be analyzed, tested and improved before going to the market.
What is a visual stimulus ?
A stimulus can represents the event allowing to detect a reaction to an excitation in living beings.
In the vision field, all objects surrounding living beings can be considered as visual stimulus. The human visual system is sensitive to the different visual stimulus as it contains several characteristics playing the role of sensors.
These characteristics are similar from a living being to another. Indeed, experimentations exploring the relationships between visual stimulus and human perception release statistically valid perception rules for the whole population.
The visual stimulus is what triggers human attention.
Importance of packaging attractiveness
According to Nielsen, 64% of people tried a new product because packaging caught their eye on shelf.
There are many findings from neuroscience fields regarding the impact of attractive vs unattractive packages on human brain activity. Different brain regions are activated when observers are exposed to attractive and unattractive packagings.
Attractive packages activate brain regions responsible for expected rewards and decision making. Attractive packages stands like rewarding stimulus for consumer’s and therefore gain more attention.
How to assess visual attractiveness of packagings ?
The most common way for analyzing the visual attractiveness of packagings lies in the use of focus groups which relies only on users answers. This approach is also time consuming and fastidious since the experimentation has to be repeated for an important number of observers.
Fast pace markets like retail requires fast paced solution, this is why we created Glancy 3D.
Glancy3D is the first artificial intelligence for packaging design assessment and optimization. We have relied on decades of R&D on the functioning of the human visual system, our AI quantify the ability of packaging to capture consumer’s attention.
At Glancy3D, we work with the brands and companies in three phases:
Phase 1- Analyze: Our AI computes the visual attractiveness score which is very important to rank and compare different packaging designs. This score is associated with 3D heat maps with high/low visual attractiveness within the packaging design.
Phase 2- Enhance: We provide strong recommendations based on a deep analysis of packaging design to boost visual attractiveness.
Phase 3- Benchmark: We analyze your competitor’s packaging. We also identify which one your competitors are outperforming you in gaining consumer’s attention and how can you win this competition.