Impact of Enhancements on Shelf Presence

The Foil & Specialty Effects Association (FSEA) (Booth 4435) is releasing its second white paper on “The Impact of High-Visibility Enhancements on Shelf Presence.” This white paper, based on a study conducted by the Sonoco Institute of Packaging Design and Graphics at Clemson University, examines a brand of disposable single-serve coffee packaging that was created for the study—Zapotec—and compares it to name brand packaging on a retail shelf. The Zapotec packaging was studied in three iterations, with both a control and an enhanced package: a printed Zapotec package with a printed red emblem; a printed package with a red foil stamped metallic emblem; and the same printed package with a gold foil stamped metallic emblem.

Using eye-tracking devices that track pupil movement, the study analyzed how long it took the 180 participants to find a package on a shelf, and how long the participants fixated on an item. As one example of study results, the printed “red bird control” Zapotec carton (with no foil) was placed on the shelf next to well-known brands, such as Maxwell House, Gevalia, Donut Shop, Green Mountain, and Eight O’Clock. The unenhanced carton was second to last in “Time to First Fixation”—or time until the participants’ attentions were focused on the cartons. However, when the enhanced Zapotec carton with a red foil stamped emblem was placed alongside the same known brands, the Zapotec carton rated second overall in Time to First Fixation. This is a significant difference, as Zapotec rated higher than Maxwell House, Eight O’Clock, and Donut Shop in attracting consumer attention quickly.

The white paper also includes purchasing data from the study. These results showed the gold foil stamped cartons attracted consumer attention that led shoppers to purchase the unknown coffee brand just as often as name brands Maxwell House and Green Mountain Coffee, and more frequently than Eight O’Clock.