At the recent Packaging Summit Europe in Amsterdam, presenter Emilie Coles shared that "a consumer can rationalize the reason for a purchase, but up to 80 percent of in-store behavior is irrational. Most of the time, we're shopping like zombies." She went on to say that "simplicity is key, because shoppers don't really read the packaging. The average shopper reads around eight words." Brands that are particularly good at keeping the connection strong maintain the same icons on television, billboards, and, most importantly, packaging, she concluded.
Source: Packagingnews.co.uk
