The power and reach of social marketing is transforming the capability of brands large and small to reach and communicate with audiences in ways that were never possible before the birth of this medium

At the same time brand intelligence through big data is enabling one-to-one personalised dialogue with consumers and indeed enabling brands to deliver bespoke products ‘made for me’.

Winning over customers in store

With the average purchase decision process in the supermarkets taking just fifteen seconds, packaging has to communicate extremely quickly and effectively with the inherent ability to create an ‘instant dialogue’ with a potential purchaser.

So how does packaging influence consumer purchase behaviour? If it’s a regular buy, the packaging shape, form and colour act as visual shorthand, enabling the consumer to quickly identify their favoured product on shelf.