‘Disruptive’ packaging is 76 per cent more noticeable, research shows

New research suggests that ‘disruptive’ packaging is noticed on-shelf by 76 per cent more shoppers than plain packaging.


Source: Anthony Albright

The study, by packaging supplier Smurfit Kappa and eye-tracking company EyeSee, collated eye-tracking results on a ‘virtual’ supermarket shelf using a webcam.

It showed that ‘disruptive’ packaging, which Smurfit Kappa describes as packaging designed to ‘stand out’, was noticed by 76 per cent more shoppers in the first five seconds of viewing a shelf full of competitor products.

The research also showed that disruptive packaging is recalled by 79 per cent more shoppers after their shopping trip.

Olivier Tilleuil, managing director and founder of EyeSee says, ‘With between 40 per cent and 70 per cent of purchasing decisions made in-store and 86 per cent of consumers admitting they are “switchers”, brands are constantly battling it out to be the product that is first noticed and selected by shoppers.’

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  • Martin Ballantine November 30, -0001 at 12:00 am

    Blimey. WHO’d have thunk it?

  • Tim Burley November 30, -0001 at 12:00 am

    Those crazy disruptive designers. Stand out on shelf? It’s a fad, It’ll never catch on, you mark my words.

  • Leroy November 30, -0001 at 12:00 am

    76% of people don’t care

  • Matt - November 30, -0001 at 12:00 am

    Out of the 76% noticed & 79% recalled – what percentage was actually purchased? After all that’s what matters!

    So to create something that ‘stands out’ is classed as disruptive – Detention Aisle 6!! 😉

  • Steven Nicholson November 30, -0001 at 12:00 am

    Oh wow! I remember seeing some packaging like this at the supermarket the other day. Not sure what brand it was or what the product was but it was cool…

  • Clive Spring November 30, -0001 at 12:00 am

    I thought packaging was supposed to be designed to stand out and has always been the challenge. “Disruptive” is just another cute name for a marketing process that has happened for years. If a pack gets 76% attention then that’s good packaging, if it get purchased, then that’s good branding.

  • Neil Rustill November 30, -0001 at 12:00 am

    Quite ironic really as the word “Disruptive”, is used to describe the army’s camouflage i.e. ‘Disruptive Pattern Material’ or DPM, which is used to the opposite effect in that it is intended to ‘hide’ or ‘blend in’ with the background/environment, so as not to be noticed!

  • Rob Repta November 30, -0001 at 12:00 am

    Shopping at a market is all about speed and efficiency, this is what consumers essentially want. What if it has less to do with “disruptive” marketing tactics and more to do with seamlessly implementing the shopping experience with technology? http://www.luxcrux.com/2014/05/the-future-of-intelligent-retail.html

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