The five second package design rule

The average shopper only spends 5-7 seconds scanning a label on the shelf on any given day. So no matter how much copy you have put on the package, it probably won't be read. And as a matter of fact, the more text there is on a package, the less it will be read!

We work with a research team that uses eyeball tracking to see where consumers specifically look when they view a package design. The findings are very telling.

If you have key messages scattered on different sides of a visual, they will be missed. This is one of the reasons you want to "cluster" 2 or 3 benefit words or phrases. As well, these benefits should be positioned down and to the right of the main visual, as this is the way people naturally read.

In many instances some key messages - even though they are right on the front of the package - are not even considered because of their position in relation to everything else! Something to consider when making important decisions with brand messaging and benefit statements.

Quality perception is determined within this very short timespan as well. If the packaging does not convey the same quality or value approach as the competition, it will be quickly discounted in the consumer's mind. A big mistake marketers make is to cram as much information on the label as possible, unknowingly conveying "low value" in the attempt. Once the quality perception has been determined by the consumer as unacceptable, no amount of messaging will change this condition.

Comments

[Luisa Cuellar]

Enlightening!!

[Michael Atkinson]

Great information thank you! I'm sure I saw similar points made in long since forgotten marketing textbooks, but as we roll out a new product this is a timely heads up, thank you.