The document outlines 5 principles for effective pack design for shoppers: 1) Fit into the category visually while standing out, 2) Use a clear visual trigger to identify the brand, 3) Limit visual elements on the front of pack to 5 or less, 4) Communicate what the product is and its benefits in 2 seconds, and 5) Make packs easy to pick up by allowing a 3cm gap for grasping. The principles aim to make shopping effortless by designing packs that are simple, clear, and consistent for shoppers.

2. Shopper Marketing
The Gospel According to Stephen Remedios

3. Consumer ≠ Shopper
The Consumer: The Shopper:
Is the ultimate user of our Is the one who makes the
product purchase decision in the
Point of Sale
Knowing him/her is responsibility
of Brand Development Knowing him/her is
responsibility of Customer
Management

4. Why?

6. What?

7. SHOPPE
CUSTOME R

8. MA
CUSTOME R
KETING

9. Wal Mart Global asked Unilever Vitality Strategy
their main suppliers to totally linked with Wal-
help them to bring Mart’s “Health and
“Health and Wellness” Wellness” Strategy
concept to their stores
Brand
Retailer Shopper
Shopper
Shopper
insights
Marketing
These days the shopper expects more out of the products she
chooses and the environment in which she buys. Being healthy
isn’t just about not being sick – it is a desired optimal state that
she seeks for her family. It’s about feeling well and living well.

10. Unique Product
Retail Database Displays Retail- tainment
/
Targeting Brand Experience
In-Store
Signage
Sampling
Events 360°
Communication On-Pack
PR Partnering with
Retail Equities
TV Radio Print Relationship Mktg

11. Product Advertising
City Attacks PR
Events Sponsorship
Corporate New media
Social Retail Marketing
Responsibility

12. Why?

13. Need
Indulgence
Emergency
Habit
Escape
Kill
Time
Treat
oneself
Relaxa<on

14. Shopping
Modes:
Behavior
at
aisle
They interacted with Some interacted with
Browsing single brand & did multiple brands
(20%) not purchase: NON but still did not purchase:
SERIOUS NON SERIOUS
They just came & touched/picked and
Tunnel purchased
Shopping One brand and left: ONE TRACK MIND
(6%)
They came interacted with one brand I.e.
Touched/picked, either sniff, etc. one brand &
then purchased:PRE-DECIDED
Contemplating
(48%)
They evaluated multiple brands (2 or more
brands) but purchased finally 1 brand:
OPPORTUNITY
Evaluating
(16%)
They evaluated with multiple brands
and also
Avid Shopping purchased multiple brands: MULTIPLE
OPPT.
(9%)

15. Shopping Missions Defined
Main shopping Top up For a special meal
Large, planned done in between
grocery shopping trip done main shopping trips for At home e.g. guests
on regular basis : weekly, just a few items coming over
monthly or payday
Emergency shopping / Immediate
Treat for myself
consumption
going to stores to find all
Needed to buy items I did not expect to
that is available as well as
run out of or forgot to purchase /
buy something for myself
Products bought to eat / drink
immediately
Meal for today Special events
Special offers Window shopping
to buy On special
Went bargain hunting Impulse purchase
ingredients for occasions e.g
or sought out items because I went
today’s meal birthday / festival
on promotion browsing
etc.

16. US
Shopper
Typologies
% of All Shoppers % of X Company Category $ Across All Retailers
Resigned Driven to Penny Pinching In Control
& Coping Convenience Families & Savvy
11.2% 10.6% 13.2% 14.5% 12.8% 15.5% 12.2% 10.0%
Live to Proud Detached Struggling
Shop Budgeters Spenders & Careful
13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%

17. Big Shopper Themes for the Economic Downturn
AFFORDABILITY , TRADING DOWN
TRADING UP PLANNING VISIBILITY
‘I only buy what I can afford to ‘I don’t want the cheapest ‘I try to stick to what I know I ‘Help me find what I’m looking
buy’ option, I want a cheaper option’ need to buy’ for quickly’
CHOICE SIMPLICITY MEALS REASSURANCE
‘Just tell me what this product ‘Right that’s Monday done, now ‘I want to be confident this
‘OK, which one of the 150 do I
does and whether or not it’s what are we going to have on product won’t let me down’
buy then?’
good value’ Tuesday?’.

18. Pack 5

19. Why this is important…for a shopper
We are Space in store Grocery stores Our brains like Most shoppers
bombarded with is being are incredibly things to be buy the first
choice… squeezed… complex, easy… product they
visually… interact with…

20. We still design most packs for consumers rather than shoppers
Too many beauty contests, not enough focus on stand out on shelf
In some cases this works, in some cases it doesn’t

21. 1. Be The Eagle…

22. Why this is important…
Bottle & Cans = Soft Drinks Boxes = Cereals
Red Bull = You know it’s a soft Kellogs Cornflakes = You know it’s a cereal &
drink & you know it’s Red Bull you know it’s Kellogs Cornflakes
As with brands, we use simple visual cues to identify a category

23. Best in Class…

24. 2. Pack ID – The Visual Trigger…

25. Why this is important…
We use very simple visual cues to recognise brands in store

26. Best in Class…
Gillette Fusion Kimberley Clark
V

27. 3. Visual Elements Rule…

28. Why this is important…
visual stimuli
1%
sensory buffer store unprocessed
0.5 seconds
5%
short term memory 7 +/- 2 bits. So between 5-9
15-30 seconds
pieces of visual information
Humans are inefficient at processing visual information

29. Why this is important…
35%
2%
only 1% read the messages 1%
30%
13%
13% 1%
only 2% read the skin 0.1%
credentials
special offer that no-one read
Shoppers filter out any unnecessary information on packs

30. Best in Class…

31. 4. Second Proposition Rule…

32. Why this is important…
We are bombarded with information in our lives, no more so,
than in store

33. Why this is important…
Why is BOGOF a
shoppers favourite
promotion. ‘Get one
free’…you don’t need
to do any maths : it’s
obvious what the
benefit is
Remember, our brains like things to be easy!

34. Why this is important…
% of Shoppers who read pack in their hand in store…
Household Cleaners = 36%
Hot Beverages = 35%
Spreads = 18%
Dressings = 32% Hair Care = 72%
Many shoppers don’t read packs in store. Of those that do,
they spend relatively little time doing it

35. Best in Class… Ella’s Kitchen : Range of foods/sauces/
smoothies aimed at getting kids to eat more
healthily. Aim is to create products / packaging /
names that really connect with Kids

36. 5. Shout ‘Pick Me Up’ – 3cm Gap Rule…

37. Why this is important…
Which is the easiest parking manoeuvre?
Our brain likes things easy

38. Why this is important…
In those first seconds at the
shelf, reactions are reflexive /
involuntary (what draws the
eye) rather than
psychological. The
affordance of the pack
(shouting “pick-me-up”) has a
great impact on (a) the
visibility of the pack and (b)
the amount of other
information that is seen
(source : studies conducted by Consumer
Sciences team in Port Sunlight).
All other things being equal, ease of pick up is a key criteria of
selection

39. Why this is important… *Note need to be aware of supply chain & any in
store/on shelf issues if we were to follow the 3cm
Rule
%’s refer to % of people who
select that pack when it is
present in the choice scenario
(source : Consumer Sciences
team)
Shoppers are most likely to select the pack that is easiest to pick
up

40. Best in Class…
When placed next to
the same SKU, each
of these products
has approximately a
3cm gap between
the 2 SKU’s halfway
up / at the top of the
product

41. 5 principles that we believe are crucial to designing
The
packs for shoppers…
1. Be The Eagle - Fit In, But Stand Out
2. Pack ID - The Visual Trigger
3. 5 Visual Elements Rule
4. 2 Second Proposition Rule
5. Shout Pick Me Up - 3cm Gap Rule
These elements are all interlinked. The overriding principle is to make
things as easy as possible for the shopper. So, designing simple, clear
and consistent packs

42. Thank You!
Stephenremedios.com

43. Pack design, 5 basic principles (summary):
Be The Eagle - Fit In, But Stand Out
Pack ID - The Visual Trigger: A brands visual
trigger needs to be CRYSTAL CLEAR on Pack,
in ALL 360 communication and CONSISTENT
over time.
5 Visual Elements Rule: Have a maximum of 5
visual elements on the front of pack
2 Second Proposition Rule: the shopper should
'get' in 2 seconds what the product is and what
the product does.
Shout 'Pick Me Up' - 3cm Gap Rule: Design
Packs that are easy to pick up, apply 3cm gap
principle in design and make it (sub consciously)
obvious where to grasp.