How important is it to install a window on the packaging?
In consumer research, when we ask consumers to evaluate a food package, they often hear this sentence, "it is better to open the window of the package".
Why do consumers like packaging "opening the window"? It's about the information they want to get.
Although the size, quantity, and even quality level of the product will be described on the packaging, any written description is not more intuitive and reassuring than in-person confirmation.
Windows can help consumers quickly "convert" products and prices, "analog" with other products, speed up purchasing decisions, and make them feel "under control".
In the interview, we found that the fully enclosed packaging form makes consumers worry about the protection of the packaging and whether the product inside is damaged. For the sake of "insurance", they often choose to give up the purchase.
On the dazzling shelves, consumers will give priority to those products with "more intuitive communication". In other words, the window greatly improves the probability of products being selected.
Stora Enso's advice to brands is to fully consider the attributes of the product and the concerns of consumers before deciding to add or cancel the window, so as not to let the product lose at the starting line.
After the window is opened, the communication between products and consumers is smoother, but this change puts forward higher requirements on the choice of packaging materials.
Whether the cardboard is stiff enough to provide enough protection and support for the product, and whether it can cope with various storage conditions, needs to be tested and investigated.
Post time: Mar-11-2022