shelf vision - does your product stand out or blend in
Post on 16-Jan-2015
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Dr Shane G Moon shanegmoon@gmail.com
Dr Shane G Moon shanegmoon@gmail.com
Its not new that your brand is a trust mark to be
protected
…. or that the product &
packaging are critical delivery devices of your
trust mark Dr Shane G Moon shanegmoon@gmail.com
Yet businesses continue to have short memories…..
Gone in 26 days
Gone in 7 days
Gone in 60 days
Dr Shane G Moon shanegmoon@gmail.com
Gone in 76days
You have to see things through
your customers’ eyes
Dr Shane G Moon shanegmoon@gmail.com
Most importantly you only have 1/10 of
second to be in a shoppers initial product search
Compare1/10 with the less
than ½ a second to hit
Brett Lee’s fast bowl
or with the 1/3 of second to return hit
Djokovic’s 1st serve
So with only1/10 of a second its clear shelf vision is critical
Dr Shane G Moon shanegmoon@gmail.com
Shelf vision relies heavily on subconscious visual cues
Colour (hue, saturation, lightness) Contrast (brightness comparison)
Shape (edges, size, contours)
Dr Shane G Moon shanegmoon@gmail.com
Shelf Vision is based on the science of visual attention
which is a little complex
But really it’s just numbers Dr Shane G Moon shanegmoon@gmail.com
And where there are lots of numbers
there is….
…. lots of predictability
Dr Shane G Moon shanegmoon@gmail.com
For example, it is difficult to find Waldo in the picture….
Dr Shane G Moon Source: eye2d2 shanegmoon@gmail.com
Because too many subconscious triggers ‘steal’ your attention
Dr Shane G Moon shanegmoon@gmail.com Source: eye2d2
….and take you away from where Waldo actually is
Dr Shane G Moon shanegmoon@gmail.com Source: eye2d2
The science of shelf vision
Source: eye2d2
A mathematically validated visual attention
algorithm that quickly uncovers the
subconscious attention hot spots in any image
Dr Shane G Moon shanegmoon@gmail.com
You need shelf vision in the frozen food section
Dr Shane G Moon shanegmoon@gmail.com
Source: eye2d2
McCain Packaging Images
Dr Shane G Moon shanegmoon@gmail.com
Source: eye2d2
The new McCain Packaging
Dr Shane G Moon shanegmoon@gmail.com
Source: eye2d2
What is the shelf vision?
Dr Shane G Moon shanegmoon@gmail.com
Dr Shane G Moon shanegmoon@gmail.com
The new look Super Fries …
New look is not too bad
But the old look is miles ahead
Dr Shane G Moon shanegmoon@gmail.com
And for Healthy Choice
The old look wins again
Dr Shane G Moon shanegmoon@gmail.com
Still the old look wins
more shelf vision
Dr Shane G Moon shanegmoon@gmail.com
Questions Unresolved Shelf vision of the new look McCain packaging is questionable, so it
remains whether the new pack is indeed harder to shop & find?
Despite the questionable shelf vision, in store eye tracking would reveal if shoppers are still using conscious triggers in their search
and buy process of frozen food products?
Will the lack of shelf vision continue to drive the price discounting pressures in order to maintain market share at the cost of erosion
in category and company profitability?
Dr Shane G Moon shanegmoon@gmail.com
Context & Contacts Shane has been involved in strategic sales, marketing and business management for almost 15 years. He has worked in FMCG industry for at least 10 of those years across branding, communications, packaging design, research, retail and point of sale, and category management. He is a lateral creative thinker that is able to use multiple pieces of data and market information to deliver sound business outcomes. Special mention and thanks goes out to Thomas Zoëga Ramsøy, Director, Center for Decision Neuroscience & CEO, Neurons Inc for providing access to the eye2D2 analysis used in this presentation. Thomas is a leader in the field of Decisional Sciences and is responsible for several leading innovations in the field of consumer neuroscience through his company.
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