Color For Profit by Louis Cheskin

Author:Louis Cheskin
Language: eng
Format: epub
ISBN: 9781632460356
Publisher: IG Publishing
Published: 2016-08-24T00:00:00+00:00

This trademark has great visibility, great appeal (high preference) and is easily remembered (has great retention).

An oil company that exported its product to India for use in oil lamps was informed that the natives loved red and had reverence for monkeys. The company therefore had a red monkey painted on the oil containers that were to be distributed in India. Needless to say, business was fine. Yet the cost of putting the red monkey on the cans was no more than the cost of using the regular trademark on the cans for domestic distribution.

A canning company distributed a food product in the Balkans for a number of years, but with little success. A packaging designer suggested a new package with colors that are popular among the Balkan peoples. When the new package (with much red) was introduced, business boomed.

A European candy manufacturer, exporting to this country, changed the colors on the candy box on the recommendation of an American color analyst. Very soon the sales in this country more than doubled.

A manufacturer exporting to Latin America changed the blue color on his package to a certain red. Business increased greatly.

We have much evidence that the package design is the greatest contributor to impulse buying. A homemaker goes to the grocery store with the intention of buying milk, butter, eggs, bread. Usually she comes home with a few additional, very attractively packaged items—cheese, crackers, cookies, cereals, canned meat, canned fish and so on.

She often spends more for the articles she did not intend to get than for those she planned to buy. The reason is impulse buying, caused mainly by the attractive package design and by a well-arranged display of the packages where they could be easily reached. Packaging design and attractive, easily accessible displays are inseparable.

A number of surveys on impulse buying have been conducted at chain, department and grocery stores. As the shoppers were ready to leave they were asked what items they had planned to buy, what additional items they had bought and what caused them to make the additional purchases.

An average of three out of five said that they bought many articles because they were attracted to them, liked and wanted them.

In a nickel-and-dime store, over 90 per cent of the shoppers admitted buying items on impulse. Most of them said that they were attracted by the package displays.

A grocery store study revealed that the buyers had not intended to get 18 per cent of the purchased items until they caught sight of the articles on the shelves.

In another grocery, a number of food packages that did not sell well from the shelves were placed in display baskets on the floor. They became the best sellers. Then the grocer placed in the baskets all packaged articles that moved infrequently from the shelves. The attractively packaged articles continued to sell fast. The items in poorly designed packages remained in the baskets for a long time.

A soap manufacturer found that a very fine soap did not sell well. A new package was designed, and the soap soon moved into the best-seller class.

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