fpm brief

The FPM Brief, a new series of articles on consumer CPG research and behavior, highlights how research insights fuel creative intelligence in packaging design, branding, and marketing. By analyzing consumer interactions and purchasing drivers, we reveal strategies that enable brands to connect authentically with their audience, empowering them to stand out in today’s competitive market.

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Designing Tomorrow: Navigating the Frontiers of Intelligent Design in 2024

Augmented Reality (AR) Packaging

Augmented Reality (AR) is revolutionizing packaging design in 2024, offering consumers futuristic and immersive experiences that captivate and engage. This week, we explore how AR is transforming consumer interactions with products, particularly in the technology sector.

The Impact of AR on Consumer Experience

A recent article in the International Journal of Information Management (April 2024) delves into the impact of AR on consumer experiences across various product categories. The research highlights several key findings:

Enhanced Product Diagnosticity: AR significantly improves consumers’ perceived product diagnosticity compared to traditional 2D presentations. This refers to the usefulness of the shopping experience in evaluating products, a factor especially relevant for technology items.
Increased Cognitive Load: While AR enhances the shopping experience, it also increases the perceived cognitive load, meaning users expend more mental effort to process the augmented information. This aspect can influence how consumers interact with and perceive products during online evaluations.

Experimental Analysis and Sales Impact

An experimental analysis focused on AR-enabled products on Amazon revealed notable results. The study aimed to understand AR’s influence on purchasing decisions, particularly for technology products. The findings showed a significant increase in sales for technology products when AR was used for online presentations. This underscores the potential of AR interfaces to boost online sales and enhance consumer engagement.

Practical Implications for Retailers

The research suggests several practical implications for retailers:

Utilizing AR for Technology Products: Retailers should consider integrating AR interfaces for technology products, such as home and office electronics, to enhance consumer engagement and increase sales.
Balancing Cognitive Load: While AR can increase cognitive load, finding the right balance in presenting information can help maximize its benefits without overwhelming consumers.

Additional Insights

Another study indicates that while a 360-degree virtual store presence can improve consumer opinions towards online shopping, the desire for hedonic sensory experiences (the need for touch) can diminish this impact. However, imaginative engagement can compensate for the lack of physical touch, suggesting that creative AR implementations could help bridge this gap.

For further insights on AR in marketing, exploring additional resources and studies can provide a deeper understanding of its potential applications and benefits. This can be an interesting read.

Conclusion

AR is poised to play a significant role in the future of packaging design and online retail, particularly for technology products. By enhancing product diagnosticity and engaging consumers in new ways, AR interfaces offer tangible benefits for retailers looking to boost sales and improve the online shopping experience.

_{Credits: Exaqua for FPM}

Other research you might be interested in

Smart Packaging

As we move further into the digital age, the role of packaging is expanding beyond traditional functions. The integration of IoT (Internet of Things) elements into packaging is not just an innovation; it is a fundamental shift in how we perceive and interact with products. We live in an age where packaging designs can be intelligent, sustainable, and aesthetically advanced.

AI-Enhanced Packaging Design Processes

In today’s rapidly evolving professional landscape, the transformative power of Artificial Intelligence (AI) is reshaping every industry. In packaging design, AI is emerging as a game-changer, enhancing creativity, optimizing workflows, and generating design variations based on consumer insights and preferences. This synergy between AI and human intelligence is setting the stage for a new era of design innovation.

The Art and Science of Packaging — Interactive Packaging Design

Packaging design is evolving rapidly, shifting from a static form to an interactive experience. In our fast-paced, media-driven society, consumers are no longer passive recipients; they are active participants who influence and are influenced by the products they use. This paradigm shift has led to the rise of interactive packaging design, a cutting-edge approach that prioritizes user experience and fosters a reciprocal relationship between consumers and products.

Designing an Anthropomorphic Chatbot with Its Personality — Choosing Between Male and Female Traits

In today's technologically advanced landscape, chatbots are transforming how businesses interact with their customers. These electronic conversational agents leverage natural language processing and machine learning to automate interactions, providing users with an engaging and efficient way to access corporate services.

Intelligent Packaging and Blockchain

In today's market, consumers demand more transparency and accountability from the brands they trust. Intelligent packaging, augmented with QR codes, meets this demand by providing detailed narratives about a product's journey, sourcing, authenticity, and environmental impact. This innovation turns packaging into an interactive gateway, enhancing consumer engagement and trust.

Minimalist vs. Maximalist Packaging Design

In the ever-evolving world of design, the dichotomy between minimalist and maximalist packaging design offers a fascinating contrast, much like two sides of a finely crafted coin. These distinct aesthetic approaches, though seemingly opposed, each have their own merits and ideal applications, showcasing their true potential in different contexts.

Color Saturation and Consumer Perception of Product Sustainability

In today's eco-conscious market, companies are leveraging color to convey sustainability messages effectively. Natural hues, particularly green, have become synonymous with eco-friendliness. However, recent research reveals that the saturation of these colors significantly impacts consumer perceptions of a product's sustainability.

Nostalgic Packaging Design

Nostalgia, that bittersweet longing for the past, has become a powerful tool in marketing, particularly in packaging design. It serves as a visual time machine, transporting consumers to earlier eras and creating immediate connections with their personal histories. Whether it’s the vibrant and psychedelic aesthetics of the 1960s or the bold, neon-soaked styles of the 1980s, retro-inspired packaging resonates deeply with consumers. For older demographics, this connection is even more poignant, allowing them to relive cherished memories from their youth.

How Visual Crowding in Packaging Sparks Consumer Desire to Buy

In the realm of packaging aesthetics, a fascinating phenomenon known as white space plays a crucial role in how design elements interact with their surroundings. White space refers to the amount of empty space around a message or design element. Some packaging designs, like Apple's iconic approach, embrace generous white space to evoke simplicity and elegance. In contrast, other designs, such as Kraft's Macaroni and Cheese packaging, venture into reduced white space, creating a vibrant and visually intense tapestry where images and text closely intertwine.

Crossmodal Correspondences — How Visual Shapes Influence Taste Perceptions

The association between visual shapes and taste perceptions has long captivated sensory psychologists and packaging designers. One particularly intriguing observation is that individuals often associate curved and symmetrical shapes with sweetness, while angular and asymmetrical shapes are more commonly linked to other basic tastes such as sourness, bitterness, saltiness, and umami. This phenomenon, known as crossmodal correspondence, highlights the intricate interplay between visual and gustatory stimuli.

Creative Design Process — It’s All About Intuition

Graphic designers seamlessly blend images, typography, and interactive media to craft compelling messages and user experiences. But where do their ideas originate, and how do they transform them into designs? While intuition is often cited as a crucial element, the specifics of how graphic designers harness it remain somewhat mysterious.

Exploring the Emotional Connection Between Product Shapes and Nostalgia

Marketing research highlights the intricate relationship between nostalgia, consumer preferences for product shapes, and the underlying mechanism of social connectedness. Understanding how nostalgia influences these preferences is crucial for designers aiming to create appealing and effective products.

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fpm brief

Designing Tomorrow: Navigating the Frontiers of Intelligent Design in 2024

Augmented Reality (AR) Packaging

The Impact of AR on Consumer Experience

Experimental Analysis and Sales Impact

Practical Implications for Retailers

Additional Insights

Conclusion

Other research you might be interested in

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