On a crisp winter afternoon, you step into your local grocery store, your mind set on tomatoes and lettuce. As you stroll through the entrance, the aroma of freshly baked cookies dances through the air, enticing your senses. A cheerful lady stands nearby, offering warm cookie samples, next to a sign boasting "The Ultimate Chocolate Chip Cookie Recipe."
Current Topic: Conversion
Consumer psychologists and neuromarketing researchers try to disentangle what makes a product stand out on a shelf. With eye tracking, we can now measure even the most subtle attentional effects.
The major factor driving attention is hardly surprising: shelf position. For example, eye tracking studies reveal that areas slightly below eye level vertically, and in the middle of a shelf segment horizontally, constitute premium shelf real estate that demand more shopper eye balls and higher conversion rates.
Interestingly, attention is not only determined by shelf position, but on a more subtle level also by the neighboring products. For example, a product that’s placed right next to the market leader tends to benefit greatly from attentional spillover. It simply has a higher chance of being discovered and therefore to end up in the customer’s shopping basket.
'Would you like a coffee with that?' How Buyers Spend Almost Double When Drinking Coffee or Tea Before Purchase
It’s early morning and you’re having your first coffee. Not too strong, not too weak. Just as you like it. You feel energized. Ten minutes later you’re on your laptop checking your emails and your social media. You decide to look at your Amazon account and see if your favourite coffee table is still available. Yes, it is, and it now includes free shipping! Add to cart. You’re now recommended luxury scented candles to match the table design. As well as beautiful decor items such as a chic lamp, a stylish vase and a set of artificial plants in pots that are way too expensive (even if water-wise)! Not a planned shopping spree, but you feel compelled to get them all. OK, done! Just four days until they’re shipped!
Wait, how did this happen? Did your coffee have anything to do with it? And if so, is coffee capable of making me shop more every time I have a cup of it?
If you're a food lover, chances are you've been lured by a mouth-watering package design at least once. But did you know that the shape and color of packaging can also affect your perception of taste? The days where the sole purpose of a product’s packaging was to protect its content are over. As visual creatures, we often base our purchase decisions on the visual appearance of products. That’s why packaging plays a key role in setting product-related expectations. Packaging design can communicate a product's quality, value, and taste, which can influence consumers' purchasing decisions.
But how exactly can packaging design influence our taste expectations of food and beverage products?
When ordering food online, the number of unhealthy food cues seems endless. Not only the food itself but also food-related words and pictorial representations stimulate unhealthy dietary behaviors. And that while eating-behavior-related disorders are only increasing in the western world. Therefore, governments started public health campaigns and educational programmes to promote healthier food choices. Nevertheless, with little success.