Quiz 22: Packaging, Pop Communications, and Signage
VIEW Model Test For the purpose of understanding the VIEW model, we will take the example of packaged Soft-drinks or soft beverages in the packaged goods product category. In this category, CC, P and DPS will be taken as examples of competing brands. Before reviewing each of these products for VIEW model, it is imperative to understand the concept of VIEW model itself. VIEW model represents visibility, information, emotional appeal and workability features of a product's package. Each of these features are explained below. 1. Visibility - This feature stresses the ability of a product's package to attract attention of t the consumers at the point of purchase. Use of colorful packages, graphics, shapes and sizes are perceived as tools for enhancing visibility. A package's visibility should be such that it should stand apart from its competitors. 2. Information - A package should bear right type of information, which is significant to customers. Most common information found on packages includes ingredients, warnings, usage instructions, nutritional information etc. It is important for manufacturers to provide every bit of information without cluttering the package, which can interfere with the visibility aspect of the packaging. 3. Emotional Appeal - Emotional appeal works around evoking a desired feeling or mood among the consumers. For instance, packaging of certain products inspires the feeling of fun, fantasy, nostalgia, celebration among the shoppers. While such packaging aims to touch the casual behavorial aspect of the consumers, other packages endeavors to touch the rational emotions of a consumer by providing them concrete information about the product such as offers, low-calorie or savings. 4. Workability - It is the final component of the VIEW model, which deals with the functional aspect of a package rather than its communications ability. Factors such as safety of the contents of the product, easy storage, utility and ease of access to consumers, pilferage proof and environment friendliness are among critical points to determine the workability of a package. The following table explains as how each of these components apply to the selected product category of soft beverages. The measurement of each component in the VIEW model in terms of the built perception of its relative packaging can be done in following ways: a. Firstly, a total of 10 points will be distributed among each components of the VIEW model as per their individual importance. b. Now, the above selected brands can be evaluated on the basis of its performance on each packaging component. Here, the scores from 1 to 10 will be assigned against each packaging component, where scores of 1 will indicate below average performance, while 10 will imply excellent performance. c. Each of the scores against the component of that model will be multiplied by the weight assigned to the respective component in the point a) above. d. The above scores show that brand CC outperforms the competing brands p and DPS in terms of packaging as per VIEW Model. Following are the results: 1. CC, Score of 83 - The score reflects that the brand has been extremely successful in adopting the packaging as per VIEW model. The brand's emotional appeal and visibility component help it to distinguish itself from competitors. 2. P, Score of 77 - P ranked as the second best brand in terms of executing its packaging based on VIEW model. The brand's workability and information features performed similar to that of CC while its emotional appeal is superior to DPS. 3. DPS, score of 73 - DPS did fairly well as per VIEW model, where it outscored others in terms of workability. The brand's visibility and information were equivalent to P's performance.
A product may have various features that distinguishes it from its competing product. However, without branded packaging, a product, irrespective of its uniqueness, loses its visibility among the similar products manufactured by competitors. A product's packaging can be evaluated based on four features, which are visibility, information, emotional appeal and workability, also known as the 'VIEW' model. For the purpose of defining or comparing the packaging features, among various brands of a product, illustration of product category, 'Hair Shampoo' is presented below: Among the three mentioned brands, the packaging features of L'l makes it less attention seeking than the two brands. The brand has gone overboard into designing and using various colors, which seem to be confusing from a customer's perspective. On the other hand, the packaging features of H S is simple and plain, which makes it easy for customers to pick up the right variant.
Workability is a component of the VIEW model, which stresses the functional role of a package over communication. Here are some of the packaging illustrations aimed to understand the degree of workability of a package: 1. D Foods Sugar Pack: The company introduced a graceful and carafe-like shape with easy dispense closure for its sugar packs. The pack's shape is such that it can be easily grasped with one hand, letting consumers dispense the sugar with great comfort. Since it is a press-open pack, therefore, it will allow consumers to easily open and pour in the right amount of sugar while re-closing it without the fear of sugar being stuck between the cracks. Unarguably, the D's pack has higher workability as it serves multi-varied advantages to the customers. In short, the pack eliminates the misuse of sugar and is handy for consumers. 2. K's reusable and microwavable food container: In 2010, K introduced microwavable, dishwasher safe and recyclable food containers for a range of its offerings such as gravy macaroni, mashed potatoes, and green beans. The change in packaging was intended to give consumers the freedom to reheat the leftovers in the same container rather than transferring them to a separate container. Moreover, the company switched to the new packaging as a part of its efforts to contribute towards a greener environment. K's packaging efforts are brilliant but less workable given the low percentage of people, who take the containers home to reuse or reheat it. 3. N's Sou flexible packs: The company designed the packs to eliminate plastic usage by 70%, thereby making it eco-friendly. The packs will enable consumers to use the content inside the last drop. The shape of the pack is peculiar and includes a play on the words. The name Sou, meaning "I am" will become Nos (We), when turned upside down. N's packaging strategy is highly workable and effective as it will help minimize the wastage, which is often a higher concern among personal care product consumers.