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Women Favor 'Branded Personality' Packaging

Tuesday, April 29, 2014

Press release from the issuing company

Women are more than four times as likely to be susceptible to personalised packaging, than men, according to new research by easyFairs, organisers of Packaging Innovations London 2014.

A study of 500 marketing and packaging professionals found that personalised, or gender specific packaging, had a stronger effect on women than men, with women more likely to purchase a product because of the way it is packaged.

In fact, 43% of those polled said women favoured ‘branded personality’ packaging, and the divide is just as strong between children; 37% of marketers said that girls are more likely to be attracted to gender specific packaging in contrast to just 10% suggesting boys.

There is no denying that gender specific packaging, such as "Yorkie - it's not for girls", “McCoy's - Man Crisps” and "Lambrini girls just wanna have fun", has increased brand awareness and the product bottom line. So it was not surprising to find that 42% questioned thought gender cues in packaging sells more product.

When questioned further on which sectors relied heavily on gender specific packaging, cosmetics/toiletries (86%) and fashion (67%) were on top, followed closely by toys (49%) and alcohol (37%).

‘Pink for Girls’ and ‘Blue for Boys’ has often been associated with packaging, and 40% claimed stereotyped packaging is just responding to what boys and girls prefer.

29% believe that a company would lose sales if they adopted gender neutral packaging, with 28% thinking that gender specific packaging is a smart marketing move, and over 39% have considered integrating pack gender bias as a way of improving sales.

However campaigns such as ‘Let Toys Be Toys’, a group which has been canvassing the UK’s largest retailers to remove gender labels on its packaging, have obviously had an effect, as 33% of these packaging professionals stated that an increase in gender-neutral packaging is certainly on the cards.

“Brand personalities are a set of values with which consumers identify”, comments Alison Church, Event Director, from show organiser easyFairs. “Many brands will work hard to attract a specific gender group, as it’s a tempting way to differentiate it from other similar brands in a sometimes crowded homogeneous product class.

“The problem comes when the packaging plays on stereotypes;  we all know that towards the end of last year, after customer complaints, Marks & Spencer agreed to make its toy packaging gender neutral by spring 2014, and they weren’t the only retail chain to do this. Most brand managers work hard to ensure their packaging catches the shopper’s eye whoever the target market is, irrespective of their gender. That’s why at the show we expect to see every kind of new concept – no matter what niche or group someone is targeting, there will be a packaging ideas to inspire them.”

The research was conducted on behalf of Packaging Innovations London, co-located with Luxury Packaging, which takes place at the Business Design Centre 30th September and 1stOctober 2014.  The show provides a showcase for thousands of new materials, packaging ideas, techniques and technologies, offering a forum to see the most exciting and inspirational packaging designs.

Packaging Innovations will also include a host of show features including inspirational learnShop seminars and show favourite, the BIG Packaging Debate, where panelists debate a controversial hot topic.

For further information visit www.easyFairs.com/PI-LONDON  or contact +44 (0)20 8843 8800.

 

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Label & Packaging Editor

Jennifer Matt

Patrick Henry, Section Editor
Pat has covered graphic communications for nearly 30 years as a reporter, an editor, and a commentator.

 

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