The Whole Package: How to Turn a Product into a Purchase by Appealing to a Consumer’s Senses

According to Explorer Research, a company that conducts packaging research with over 50,000 shoppers each year, a typical television ad has 15-30 seconds to capture your attention, while a print ad has about 3-5 seconds. However, packaging has less than 2 seconds to capture a shopper’s attention.

So, how do you capture the attention of your prospective customer? More importantly, how do you get them to pick up the package off the shelf and then take it home?

This is the first moment of truth, and according to Proctor & Gamble, the most critical, and where you should focus your efforts on developing or reinforcing a perception and converting potential customers into actual customers.

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About David Zwang

David Zwang travels around the globe helping companies increase their productivity, margins and market reach. He specializes in production optimization, strategic business planning, market analysis, and related services to companies in the vertical media communications market. Clients have included printers, manufacturers, retailers, publishers, premedia and US Government agencies. He can be reached at [email protected].

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