Retail ready packaging and the importance of design

Due to the expanding and diversifying fast moving consumer goods market, the question has arisen from the Smurfit Kappa Group how secondary packaging, Retail Ready Packaging (RRP), can support the intended brand message and attract the attention of the consumer through its design. RRP of Axe and Dove deodorants were used as examples for this research. A pre-test was performed to determine how the design elements shape and color can increase conspicuousness and how these design elements can match with the brand attributes. In the main study a 2x2 design was used to test the stimuli on conspicuousness and matching with the brand. The results indicate that design elements that match with the brand are perceived as more appropriate, thus re-enforcing the brand message. To amplify conspicuousness, the use of one differentiating color might be preferred over the use of various colors. In addition, conspicuousness can decrease the credibility of the brand when the design does not match with the brand attributes.