What about that color?

Color can be your best chance to relay your message in advertising and a critical decision in the design of Point of Purchase displays!

There are many factors to consider when selecting colors to communicate your product’s message. First you must consider the established colors of the brand and the colors to include in the over all design that communicate the tone that reflects your product. Secondly, what are the colors that create or result in the desired reactions in your audience both emotionally and physically? Your goal is to capture the attention of your audience, exhibit the product while communicating its message and differentiating it. Given that today we live in a global society we must also understand that colors are perceived differently in different cultures around the world.

Once you have established your product’s message and identified your target market you move to understanding how that target reacts to particular colors. Colors have a psychological as well as a physical impact and therefore it is important to match the correct color with the image and tone of your product and message. Let’s take a quick look at a few colors and their attributes.

RED

Red is a vibrant and extremely powerful color often associated with high energy, war, passion, desire, danger and love. It is reported to actually create a physical reaction by increasing heart rate and respiration. It is an extremely popular and lucky color in the Chinese culture. Products you may see this color used in are energy drinks, fast acting over the counter drugs or cleaners.

PINK

Just a shade lighter than red yet pink creates a much calmer and sweeter reaction in your audience. Pink is perceived as soft, peaceful and sweet often associated with femininity. A perfect choice for products such as candy, desserts and ice cream or relaxing body creams.

GREEN

This is the easiest color for the eye to assimilate therefore perceived as very relaxing and calming, often associated with nature and freshness. Different shades of green cause different reactions such as the darker green is usually associated with financial products while bright greens like lime are often reflecting fresh and tangy products.  Green has really grown in the Sustainability and Environmental movement and is commonly seen perceived by consumers as ecologically sound and all natural. Products such as household detergents and products depicting fresh use this color scheme often.

BLUE

Blue is the world’s most popular color with universal association especially enjoys widespread appeal by men. It is thought to provoke impulsive and passionate responses while associated with clear thought and precision. Products often utilizing this color are computers, electronics, hi tech appliances and luxury grooming products.

YELLOW

Energizing and vibrant, yellow is an energetic and fun color that promotes a feeling of well being while boosting mental activity. It is a high impact color that sharpens one’s attention and is used in products that reflect an energetic, stimulus tone such as energy drinks, sports equipment and vitamins.

Fast Facts to consider in designing POP Displays Balance Size of Objects Color Focal Point Lighting Simplicity Flow of traffic

Another great link for more info about color! www.ezinearticles.com/?Using-Colour-in–Advertising-Is-a-Science 5 Ways Colors Can Influence Shoppers Stay connected following Moore Packaging on twitter @Moore_Packaging

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What is Sustainable Packaging?

Wal-Mart Canada held their 6th annual Sustainable Packaging Conference at The Toronto Congress Center on June 19. Wal-Mart is a leader in sustainability with impressive initiatives in their own operations, products and suppliers and continues to raise awareness for the need to have sustainable packaging…so what is sustainable packaging anyway?

Many think that it just means using less or using recycled materials. This is true yet “Sustainable Packaging” can encompass so much more including manufacturing processes and life cycle. Protective packaging that effectively reduces product damage during transportation or packaging that increases shelf life of perishable products is also considered sustainable as it reduces waste.

In a nutshell: Reduction / Recyclable-ability / Renew-ability.

• Reduction: Can the amount of packaging material be reduced or designed to ensure successful shipping? Sometimes this means more packaging for certain products that are difficult to ship avoiding damaged goods.
• Recyclable-ability: Can the packaging be easily recycled using today’s available recycling facilities? Not just using the theory recycling. Many new packaging materials are being introduced that cannot be recycled in the current streams that exist for recycling.
• Renew-ability: Can the raw materials be replaced once used? Like a tree…you can re-plant one after one is removed. Today businesses should be considering these concerns when developing their products;
• How is it made?
• What is it made of?
• How and where is it transported?
• Is the protective packaging effectively reducing waste of damaged goods?
• Can it be recycled today?

Simple adjustments can be made within your supply chain to help become more sustainable such as:

• Reducing the distance traveled while transporting the raw materials and/or the delivery of the product to the consumer.
• Changing the raw materials used in the production process (using FSC certified lumber instead of non-certified lumber)
• Upgrading production equipment to more energy efficient equipment (switching from diesel powered to natural gas, installing solar panels)

For more information check out the following links:

ShareGreen – http://sharegreen.ca/

APR, the Association of Post consumer Plastic Recyclers – http://www.plasticsrecycling.org/

The Sustainable Packaging Coalition^® (SPC) – http://www.sustainablepackaging.org/

Motivation: The Plant Bottle – http://www.thecoca-colacompany.com/citizenship/plantbottle.html

Stay connected following Moore Packaging on twitter @Moore_Packaging

Moore Great Books!

Welcome to the Moore Book Club.

This is a monthly feature where we share recommendations for great reads on a wide variety of subjects. We hope that you will visit regularly and post your reviews as well as your suggestions for more great reads.

This month we are featuring great reads on Social Media Marketing. This area is changing so quickly all of us need a little help to navigate it. You will find the recommended selection can assist you in understanding Social Media, getting started in your own campaign and maximizing your existing campaigns. Check out our QR Code blog. Enjoy!

Social Corp: Social Media Goes Corporate by Joel Postman
(New Riders, $36)
Provides several starting points for companies that wish to develop social media initiatives and reshape their relationships with their audiences. Lightweight at only 200 pages but packed with great content!

Friends with Benefits: A Social Media Marketing Handbook by Darren Barefoot and Julie Szabo
(No Starch Press $17)
A guide filled with tips, tricks and real-world case studies that will assist you to increase your company’s online visibility, Web traffic and win over the online influencers.

The New Community Rules: Marketing on the Social Web by Tamar Weinberg
(O’Reilly Media $17)
Valuable info on how to determine your resources for the project in dollars and staff time as well as how to select the perfect mix of blogs, social media sites and other outlets for your company’s message.

Stay connected following Moore Packaging on twitter @Moore_Packaging

QR Code Marketing

QR Code or Quick Response Code is a two dimensional bar code containing multiple types of information that can be read by a bar code reader or a smart phone. It was originally created by a Japanese company to track auto parts and today QR marketing is the hottest trend in the industry.

By quickly scanning or taking a photo of the QR code image the smart phone can be directed to a website. Retailers and Brands are embracing this strategy by designing websites specifically for mobile devices and incorporating QR codes in their social media marketing campaigns. With the rapidly increasing use of smart phones the need for companies to include mobile- oriented campaigns has never been greater.

QR codes act as a direct channel providing targeted information quickly with interactive two way communication instead of the traditional one way message to a target audience. This allows people to stay connected with brands and increases their social media engagement.

QR Code Fast Facts Allows rapid distribution of mobile offers Can immediately boost sales Increase advertising response rates Broaden reach and customer retention Trackable Economical Effective Environmentally Friendly Easy to update anytime or anywhere

Want to read more?http://code.co.uk/three-rules-of-qr-codeshttp://www.luxurydaily.com/how-customized-qr-codes-can-drive-crmhttp://spinsucks.com/social-media/twelve-steps-to-a-strong-qr-code-campaign Stay connected following Moore Packaging on twitter @Moore_Packaging

POPAI Shopper Engagement Study

When it comes to making decisions on what to buy more decisions then ever before are being made in store! Richard Winter, President of POPAI, Point of Purchase Advertising International, announced the launch of its Shopper Engagement Study at the recent Shopper’s Engagement Insights event held inToronto. This study is a groundbreaking combination of neuroscience monitoring, eye tracking and shopper interviews to determine in store decision rates and the influence of in store marketing.

The new study provides greater insight into shopper’s attitudes, behaviors and emotional responses to the retail environment, including specific displays. This is solid research that demystifies the shopper!

Fast Facts

Results from the study will allow brands, retailers and display manufacturers to:

• Identify the product categories that are most likely to be impulse purchase decisions verses planned.
• Identify the display types that most effectively drive shopper engagement and higher closure results by product category.
• Identify the most effective locations for displays that increase product awareness, consideration and purchase.
• Group shopper segments with display types and levels of impulse verses planned purchases.

Want to read more?
76 percent Purchase Decisions made in store!  www.popai.com

Stay connected @Moore_Packaging

Today’s Changing Shopper in Canada

Tremendous opportunity in the changing face of today’s shopper.

With factors such as low economic growth forecasts, low population growth and high unemployment, more retailers and consumer companies are recognizing the tremendous opportunity that exists in the changing face of today’s shopper in Canada, the Ethnic Consumer.

Population growth in Canada will stem from visible minorities.

72 percent of Canada’s population growth will stem from visible minorities as reported by Alannah Viraten, Director of Consumer & Shopper Insights at Nielsen Canada, at the recent POPAI Canadian Shopper insight event held in Toronto. The changing face of the Canadian consumer is a result of immigration mainly from China, Latin America and South Asia.

Retailers strategize to capture a greater market share of the multi ethnic shopper.

Retailers, such as Sobeys Inc. are beginning to recognize this trend and are developing strategies to cater to the local community by providing specialized products, tailoring store layouts and in store displays to recognize religious and cultural celebrations. Fresh Co., Sobeys newest chain of grocery stores is aimed at capturing a greater market share of the multi ethnic shopper. Loblaw’s, which owns the No Frills discount chain and the ethnic food chain T & T, recognizes these as their strongest performing sectors of its business.

Ethnic retailers gobble up market share.

In the report The Ethnic Consumer in Canada prepared by Perry Caicco of CIBC World Markets, it is forecasted that over the next decade up to 70 percent or retail sales growth will likely come from visible minorities. Ethnic retailers are gobbling up market share particularly in grocery – taking in between 4-5 billion a year in food sales and seeing a rise in these sales between 10 to 15 percent a year.

The Ethnic Shopper Fast Facts Tend to shop more frequently and buy smaller amounts. Prefer familiar brands. Frequent mainstream discount stores. Ethnic households have a higher birth rate. Have a lower income in general. 70 percent of visible minorities were born outside of Canada. More likely to make shopping a family affair. Prefer brand name products. Do read advertising flyers regularly. A younger population with few seniors.

Want to read more? Why are U.S. Retailers looking towards Canada? www.igd.com/index.asp?id=1&fid=3&sic Canadian Food & Grocery Market Update – January 2011  www.scribd.com 76 Percent Purchase Decisions made in store. – www.popai.com Stay connected following Moore Packaging on twitter @Moore_Packaging