“Osram Sylvania conducted extensive market research to find out how consumers shop for light bulbs,” says Henny Peters, executive vp and general manager of the company’s General Lighting business division. “We learned that consumers perceive light bulbs as a commodity and automatically default to the purchase of products by price. The new packaging and merchandising program allows consumers to make choices that suit their application and decorating needs. It’s been well-received by our retail partners.” Application photos featured on the front panel of the paperboard packages are new for Sylvania’s packaging. “In conducting our market research, we found that the old saying, ‘a picture is worth a thousand words’ rang true with consumers,” says Marrie Luce, a corporate indentity and design manager. “By making the application the focus, we have simplified the light bulb shopping process and made it easier for customers to discover alternatives.” Photography also extends across product families, encouraging consumers to consider different lighting products that provide other lifestyle benefits or features. Group Four assisted Sylvania in the redesign of its brand identity. According to designers, the design revolves around the consumer’s need to quickly orient, navigate, and complete the purchase.
