Use consumer-tested packaging design to crack the code of impulse purchases.

For many FMCG brands, impulse purchases are the primary means of attracting new consumers and driving increased sales. And the make-or-break factor influencing these snap decisions is, of course, packaging design. 

Marketing leaders know this. However, many still rely on intuition instead of data when creating packaging for high-impulse products. Rather than test the packaging concepts throughout the design process, they make choices based on preferences and other sources of subjective feedback.

Going through a packaging design process without testing comes with significant risk. You could:

• Launch a package that looks striking to the design team but fails to resonate with the target audience.
• Distribute messages that confuse shoppers about the product’s purpose and benefits.

The result is the same in either scenario — a failure to capture consumers in the crucial split-second moments that lead to impulse sales.

There is a better way. Here’s what it takes to succeed when developing packaging for high-impulse categories.

1. Establish a clear frame of reference for your product.

Most FMCG brands do not have large advertising budgets. So the first — and often only — time a consumer is introduced to a brand is at the shelf. This means your CPG pack must instantly communicate a clear frame of reference regarding what your product is and why it’s superior to alternative options.

To effectively establish your product’s frame of reference, your packaging should answer a few basic questions:

• What is this product? And how much of the product is in the package?
• How does this product stand out from the competition? Why should the consumer choose it? 
• Is the packaging using the right design cues for the category and the related benefit (e.g., the sparkling fizz of a soft drink or the melt-in-your-mouth chocolate of a candy bar)?
• When appropriate, is the packaging breaking the category norms that don’t serve this framing?

You will have between 3 and 13 seconds to convey this information to consumers. Your packaging must work overtime to establish the frame of reference, piquing interest and facilitating quick decision-making for those crucial impulse purchases. 

2. Win the “head” by helping consumers rationalize their purchase.

The claims you make about your product play a crucial role in making the case for purchase. To that end, effective CPG packaging must provide consumers with “reasons to believe” (RTBs) by:

• Prioritizing key RTBs or claims on the front of your packaging
• Ensuring all claims are truthful and verifiable
• Relegating secondary information to the back of the pack
• Presenting data in a clear, easily digestible format

Use the front of your package to showcase your product’s most compelling RTBs. These should directly address the consumer’s primary needs or concerns within your product category. For instance, a protein bar might prominently display its protein content and natural ingredients on the front panel.

However, be cautious not to overwhelm consumers with information. While it’s tempting to list every positive attribute, this can lead to analysis paralysis. Instead, focus on the RTBs that truly differentiate your product and resonate most strongly with your target audience. The goal is to provide just enough information to facilitate quick decision-making, perfect for those impulse purchase moments.

The only way to know which claims are reaching consumers as intended is to test your design concepts at multiple stages.

3. Capture the “heart” by building an emotional connection with your product.

Creating an immediate emotional bond with consumers making impulse purchases requires careful consideration of your brand identity and how it’s expressed visually. The goal is to develop packaging that feels tailor-made for your target consumer, instantly communicating “this product is for you.”

This isn’t consumer manipulation. Rather, your pack is creating an authentic connection that resonates with your target audience’s values, aspirations, and lifestyle. When done right, this emotional resonance can turn a casual browser into an impulse purchaser who in turn becomes a loyal customer.

Storytelling through design.

Narratives should align with your product’s benefits and your brand’s values. Use color, imagery, and typography to evoke the right emotions and associations. For example, a natural skincare line might use earthy tones and botanical illustrations to convey purity and connection to nature. However, this design strategy will only be effective if the competitive set isn’t following the same one. A good design firm will help identify competitive white space opportunities within your category. 

Balancing brand and product.

Brand should enhance, not overshadow, the product’s core message. Your packaging should clearly communicate what the product is and does (i.e. the frame of reference), avoiding confusion that could deter potential buyers. 

So, how can you find emotional messages that cut through the noise? You guessed it — test them.

Stage-gate testing for packaging design: The path to uniting head and heart.

Packaging that wins marries facts with emotion in the blink of an eye, propelling consumers to make the all-important impulse purchase. To arrive at that kind of design, you need a packaging design partner that makes decisions based on data, not guesswork. 

That’s why SmashBrand’s methodology includes robust end-to-end testing that puts consumers at the center of the design process. Using a stage-gate process, we test our work at every decision point and don’t move forward until each decision is validated. 

Here’s a quick overview of a few testing techniques we use to deliver clients a measurable, predictable return on investment:

• Category Baseline Testing. Gain a comprehensive understanding of your product’s position within the competitive landscape, identifying key opportunities for growth.
• Pack Words Claims Testing. Optimize front-of-pack messaging to maximize consumer appeal and drive purchase decisions.
• Package Design Screener Testing. Evaluate initial design concepts by stripping away many of the pack messaging elements, leaving just enough context to measure whether or not we’ve given consumers an adequate frame of reference.
• Purchase Intent Testing. Measure the lift in purchase intent for brand refreshes, redesigns, or new products by simulating consumer behavior in a retail setting.
• Attitudes and Usage (A&U) Studies. Understand how consumers view different products and their needs within that category.
• Product Positioning Testing. Uncover what a product actually communicates in the crucial moments at the shelf.

Incorporating consumer feedback at each stage is the best way to ensure your packaging effectively communicates a frame of reference as well as rational and emotional benefits, maximizing the potential for impulse purchases.

SmashBrand eliminates the guesswork from impulse product packaging design.

Driving impulse purchasing may feel like a mystery — but it’s not. It is possible to attract at-the-shelf consumers, increase sales, and achieve sustainable growth, even in the highly competitive FMCG market. You just need the right partner by your side. So let’s talk.