Brand  impact  delivered  through  packaging    

Understanding  consumer  responses  to  metallic  foil  and  laminates  on  chocolate  packaging  

White  paper                              

Synopsis  

Chocolate  is  produced  and  consumed  all  over  the  world  –  with  almost  half  its  total  consumption  taking  place  in  America.1  

What  makes  us  all  buy  so  much  of  it?  An  innate  love  of  its  melt-­‐in-­‐the-­‐mouth  deliciousness?  Probably.  A  cultural  association  with  romance?  Perhaps.  The  elegant  packaging  it  comes  in?  Almost  certainly.  According  to  this  study  conducted  by  Package  InSight  at  Clemson  University,  sponsored  by  API,  adding  metallic  foils  and  laminates  to  premium  chocolate  packaging  can  attract  consumer  attention  and  drive  purchase  intent.  

This  study  examines  the  on-­‐shelf  impact  of  metallic  materials  on  two  different  chocolate  products  in  a  simulated  retail  store  environment.  It  offers  brand  owners  and  designers  valuable  new  insights  into  consumer  preferences  when  purchasing  premium  chocolate,  and  provides  them  with  the  knowledge  required  to  create  packs  that  truly  stand  out  in  an  increasingly  crowded  and  competitive  market.  

With  many  shoppers  now  viewing  it  as  a  daily  luxury,  chocolate  has  become  the  fastest-­‐growing  market  segment.  As  such,  there  is  no  longer  any  room  for  generic  chocolate  products.  Chocolate  packaging  now  demands  something  special.  2,3  

A  Realistic  Shopping  Experience  

The  chocolate  study  was  conducted  in  the  CUshop™  Consumer  Experience  Laboratory  at  Clemson  University.  The  facility  provided  a  representative  shopping  environment  with  12foot  shopping  aisles  and  frozen  food,  produce,  and  refrigerated  areas.  Package  InSight  collaborated  with  API  to  present  typical  chocolate  planograms  from  local  grocery  stores.  

During  the  study,  70  “shoppers”  (64%  female,  36%  male)  wore  calibrated,  state  of  the  art,  eye  tracking  glasses  while  selecting  products  from  a  list.  Participant  eye  movements  were  recorded  to  provide  “nonconscious”  insight  as  to  why  individuals  selected  certain  chocolate  offerings.  Study  participants  ranged  in  age  from  22  to  65  or  older,  with  36%  of  respondents  between  the  ages  of  30-­‐39.  

 

 

Data  Reveals  Preference  for  Metallic  Foil  and  Laminates  

During  the  quantitative  eye  tracking  study,  participants  viewed  two  chocolate  controls  without  and  two  chocolate  stimuli  with  embellishments  -­‐  one  foil  stamped,  one  in  a  laminate  carton.  Control  and  stimuli  products  were  placed  on  the  shelf  at  different  times  (35  participants  each)  to  avoid  beauty  contests  between  the  stimuli  and  control.  

Quantitative  Data  Reveals  Trending  Preference  

Eye  movement  metrics  helped  shed  light  on  why  consumers  chose  the  stimuli  over  the  control  or  vice  versa.    

The  heat  map  drawn  from  the  entire  participant  pool  demonstrated  the  participants’  aggregate  total  fixation  duration  (TFD).  Green  indicates  participants  observed  the  area.  Yellow  indicates  participants  viewed  certain  product  areas  longer,  with  red  areas  viewed  the  longest  (control  left,  stimuli  right).  

 

   

Time  to  First  Fixation  (TTFF)  

The  graph  shows  the  time,  in  seconds,  from  where  the  chocolate  product  (either  stimuli  or  control  depending  on  rotation  of  products)  first  entered  a  participant’s  field  of  vision  until  the  person  fixated  on  it.  The  lower  the  number,  the  better  the  package  performed.    

Results  indicate  that  participants  noticed  the  control  and  stimuli  for  both  the  Swiss  Chocolate  (foil)  and  Belgian  Collection  (laminate)  at  approximately  the  same  time.  Therefore,  there  is  not  sufficient  evidence  to  determine  that  the  control  was  quicker  than  the  stimuli  for  either  chocolate  offering.  

   “  

   

Fixation  Count  (FC)  

  This  metric  involves  the  number  of  times  the  participant  scans  the  planogram  in  a  particular  area  of  interest,  i.e.  how  often  the  participant  fixates  on  the  product  in  question.  The  higher  the  number  the  better  the  package  performed.    

When  comparing  the  control  for  both  the  Belgian  Collection  chocolate  and  Swiss  chocolate  stimuli,  it  was  found  that  participants  looked  at  the  stimuli  significantly  more  times  than  the  control.  (p=0.13).  For  the  Swiss  chocolate,  findings  indicate  that  participants  looked  at  the  (foil)  stimuli  significantly  more  than  the  control  with  196.45  counts  compared  to  134.33  for  the  control.    For  the  Belgian  chocolate,  findings  also  showed  participants  looked  at  the  (laminate)  stimuli  significantly  more  than  the  control  with  196.85  counts  compared  to  134.33.  

 

It  can  therefore  be  concluded  that  there  is  sufficient  evidence  to  determine  that  both  foil  and  laminate  stimuli  were  fixated  on  more  times  than  the  control.  

   

Total  Fixation  Duration  

  This  metric  involves  the  time,  in  seconds,  the  participant  fixates  on  a  specific  item,  and  is  one  of  the  most  important  metrics  for  a  consumer  study.  The  higher  the  number  the  better  the  package  performed.  When  comparing  the  control  to  the  stimuli  for  the  Swiss  chocolate,  findings  indicate  that  participants  looked  at  the  (foil)  stimuli  significantly  longer  than  the  control  (p=0.20).  

Participants  looked  at  the  stimuli  1.46  times  longer  than  the  control.  Likewise,  when  comparing  the  control  to  the  stimuli  for  the  Belgian  Collection  chocolate,  it  was  found  that  participants  looked  at  the  (laminate)  stimuli  significantly  longer  than  the  control  (p=0.12).  

 

Participants  looked  at  the  stimuli  1.36  times  longer  than  the  control.  Therefore,  it  can  be  concluded  that  there  is  sufficient  evidence  to  determine  that  the  stimuli  for  both  chocolate  products  was  looked  at  longer  than  the  control.  The  study  also  found  a  strong  correlation  between  total  fixation  duration  and  product  selection.  As  the  participant's  fixation  duration  increased,  so  did  the  consumer's  likelihood  of  purchasing  the  product  fixated  upon.  

Following  suit,  post  survey  results  indicate  that  61%  of  study  participants  prefer  the  foil  stamped  Swiss  Chocolate  and  87%  prefer  the  metallic  carton  of  the  Belgian  Collection  when  compared  side  by  side.  When  asked  if  consumers  would  be  more  inclined  to  purchase  a  chocolate  offering  that  was  foil  stamped,  69%  said  yes.  These  astoundingly  high  percentages  show  a  high  preference  towards  the  enhanced  versions  of  each  chocolate  product.    

Purchase  Decision  (PD)  

  This  metric  measures  how  many  participants  chose  to  buy  the  item.  The  higher  the  number  the  better  the  package  performed.    

Results  indicate  that  the  stimuli  (foil)  have  an  effect  on  the  purchase  decision  with  the  Swiss  chocolate  stimuli  being  purchased  23%  more  than  the  control.  Whilst  the  Belgian  Collection  had  less  of  an  impact,  the  stimuli  (laminate)  was  still  purchased  6%  more  than  the  control.    

 

Specifically  looking  at  the  results  of  the  Swiss  Chocolate  the  control  also  placed  second  within  the  competitive  array,  while  the  stimuli  placed  first.  This  indicates  that  the  addition  of  foil  stamping  for  the  Swiss  Chocolate  has  more  of  an  impact  within  the  competitive  array.    

Purchase  decisions  can  be  seen  to  be  increased  with  the  addition  of  stimuli  (foil)  to  the  pack,  helping  show  a  high  preference  towards  the  enhanced  versions  of  each  chocolate  product.  

   

Qualitative  Responses  Confirm  Foil  Impact  Dimension    

  After  selecting  a  product  for  each  item  on  the  shopping  list,  participants  entered  a  debriefing  area  where  they  answered  a  post  experiment  questionnaire  that  gathered  qualitative  data  regarding  the  packaging  they  viewed.    

During  the  study’s  qualitative  evaluation,  participants  indicated  they  preferred  the  enhanced  versions  of  both  the  Swiss  Chocolate  and  Belgian  Collection  offerings.    

Self-­‐reports  indicated  that  participants  felt  that  the  metallic  foils  and  laminates  added  a  premium  feel  to  the  chocolate  that  represented  a  higher  quality  product.  A  sampling  of  responses  are  below.  

“The  foil  makes  it  look  fancier.”  

“The  foil  samples  look  higher  quality.”  

“The  foil  stamped  version  looks  more  elegant  and  expensive.”  

“The  gold  foil  portrays  a  more  high-­‐end  product.”  

“For  chocolate,  the  foil  stamp  does  give  an  image  of  higher  quality  if  little  is  known  about  the  brands.”  

“It  just  says  ‘fancier’.  If  I  am  looking  for  fancier  chocolates,  I  look  for  fancier  packaging.”  

“It  gives  it  a  more  premium  look  and  shows  their  attention  to  detail.”  

“The  foil  stamp  gives  it  the  appearance  of  being  sealed,  which  is  correlated  with  freshness.”  

 

   

Summary  

  Shelf  impact  of  decorated  products  is  a  major  concern  for  brand  owners–especially  within  a  crowded  marketplace  with  savvy  consumers.  This  eye  tracking  study  showcased  the  head  turning  impact  of  foil  stamping  in  helping  various  types  of  chocolate  packaging  stand  out.    

For  all  those  chocolate  lovers  out  there,  taste  does  matter.  But  so  does  attractive  packaging.  Overall,  purchase  decisions,  eye  tracking  results,  and  survey  results  indicate  that  chocolate  (Swiss  and  Belgian)  is  an  ideal  product  to  be  foil  stamped  because  it  communicates  elegance,  high  quality,  and  a  premium  feel.    

For  chocolate,  when  it  comes  to  the  quality  of  packaging  design  that  it  inspires,  it  is  crucial  to  give  packages  personality,  and  foil  stamping  can  do  this.3  

 

 

 

   

About  API  &  Package  InSight  

API  is  a  leading  manufacturer  and  distributor  of  foils,  laminates  and  holographic  materials  which  provide  exceptional  brand  enhancement  for  consumer  goods  and  printed  media  worldwide.  With  roots  in  the  British  paper  industry,  the  company’s  reputation  is  founded  on  a  trading  history  going  back  over  a  century.  

Operating  from  thirteen  locations  across  Europe,  America  and  Asia,  API’s  packaging  solutions  enable  companies  across  a  wide-­‐range  of  industry  sectors  including  premium  drinks,  confectionery,  tobacco,  perfumery,  personal-­‐care,  cosmetics  and  healthcare  to  empower  their  brands  on  the  shelf  and  in  the  hand.  

API  Group  is  an  indirect  subsidiary  of  Steel  Partners  Holdings  L.P.,  a  global  diversified  holding  company  that  engages  in  multiple  businesses  through  consolidated  subsidiaries,  associated  companies  and  other  interests.  It  owns  and  operates  businesses  and  has  significant  interests  in  leading  companies  in  various  industries,  including  diversified  industrial  products,  energy,  defence,  supply  chain  management  and  logistics,  banking  and  youth  sports.  

For  more  information  on  API  and  its  range  of  foil,  laminate  and  holographic  brand  enhancement  products  visit  its  website  at  www.apigroup.com  

Package  InSight    

Package  InSight  is  a  high  technology  start-­‐up,  focused  on  analysing  and  developing  consumer  driven  packaging.  As  an  Executive  Member  of  the  Sonoco  Institute  of  Packaging  Design  and  Graphics  at  Clemson  University,  Package  InSight  leverages  7+  years  of  nonconscious  consumer  research,  specific  to  retail  packaging  and  point  of  purchase  marketing.  

The  study  was  sponsored  by  API,  leading  manufacturer  and  distributor  of  foils,  laminates  and  holographic  materials  which  provide  exceptional  brand  enhancement  for  consumer  goods  worldwide.  API’s  packaging  solutions  enable  companies  across  a  wide  range  of  industry  sectors  including  premium  drinks,  confectionery,  tobacco,  perfumery,  personal  care,  cosmetics  and  healthcare  to  empower  their  brands  on  the  shelf  and  in  the  hand.    

 1http://brandongaille.com/34catchychocolateandchocolatebarslogans/    2http://www.confectionerynews.com/ProcessingPackaging/PackagingdesigngivespersonalitywhichisessentiallywhatabrandshouldbeGraphicdesigner    3https://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/tasteofthefuture.pdf