A recent Nielsen study in the U.K. reveals how a good packaging design remains a successful way to impact consumers’ decision making and, ultimately, product purchasing behavior. Remembering this is key when your marketing investment is pulled in different directions by new technologies and by social media increasingly vying for consumers’ time and money.
“Nearly 60 percent of product decisions are made at the shelf, and 56 percent of European consumers say in-store discovery is one of their top information sources for new products, compared to 45 percent for TV ads,” says Ben Schubert, SVP at Nielsen Innovation Practice.