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Research drives Philips package graphics

Consumer researchβ€”done in storesβ€”shines a light on what consumers want from lightbulb packaging.

Philips' new DuraMax line includes a wide variety of lightbulbs for virtually every home need. Package colors reflect the catego
Philips' new DuraMax line includes a wide variety of lightbulbs for virtually every home need. Package colors reflect the catego

Lightbulbs are something everyone knows about, right? Not really, says a variety of research conducted by Philips Lighting, Somerset, NJ. That’s why Philips embarked on a major package graphics revamping that culminated in its new DuraMax line of long-life bulbs last summer.

The origins of the graphics change go back a couple of years, according to Geraldine de Sousa, marketing manager for consumer products at Philips. Over the years, she says, Philips had introduced new products in lightbulbs, but all without a cohesive plan for packaging graphics. The result, she explains, was β€œa lot of inconsistency in our packaging copy. Before the packaging change, we had an incandescent product line called Long Life,” de Sousa explains. β€œBut not all of our packages displayed Long Life; some showed copy that said Longer Life, while others had no statement at all.”

The inconsistency, coupled with what Philips had learned from research over the last couple of years, made it clear that a redesign was overdue. Plus, de Sousa says, β€œwe wanted to offer a product line under a single family name with much-improved graphics.”

Over the last couple of years, Philips had conducted focus groups with consumers about packaging. β€œThey told us they liked our packaging and that we have a lot of equity in the colors we use against the black background,” de Sousa reports. β€œSome consumers told us they found the packages too cluttered.” In some cases, Philips used bilingual copy and even had a few packages with both French and Spanish copy.

While the company was considering this research and the results of a packaging attributes study from 2001, it also contracted with Envirosell to study how consumers shop for lightbulbs. Philips’ marketing staff had been impressed by the book, Why We Buy by Paco Underhill, a retail anthropologist and founder of Envirosell.

β€œThat study showed us that consumers are tremendously confused when purchasing lightbulbs,” de Sousa reports. β€œThey are really overwhelmed by the amount of choice they have when they go to a store. Many of the consumers who were interviewed in the stores said they looked to the package to provide the information they needed to make their decisionsβ€”not necessarily the merchandising displays in the stores.”

Further, Envirosell’s tracking reports showed that 19% of shoppers look confused when shopping for bulbs, and 5% give up entirely, leaving the aisle empty-handed. If they come back, they’re likely to be part of the 13% of shoppers who bring their burnt-out bulb with them to the store. That, according to the research group, is the same percentage of shoppers who have a shopping list.

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