My 6-year-old loves gummies, especially Welch’s Gummies! They are fruity and juicy, and I believe most kids would enjoy them.
One day, my kid found the “blue candy” at a variety store and urged me to buy it. I paid for the candy and gave it to my kid after getting back in my car.
He felt disappointed when he touched the pack.
“This isn’t the candy I want!”
I finally realized I bought hard candy instead of the gummies he used to have, though he still really enjoyed the hard candy in the end.
Today, my kid and I walked past a vending machine and saw the “blue candy” again.
“Is it the gummies I want, or is it the hard candy I bought last time?” We couldn’t touch the pack in the vending machine. Both of us were confused. We worried we had bought the wrong candy again.
However, since it’s just $3, we decided to buy it.
When my kid got a chance to touch the pack – Hurrah, we bought the right gummies this time!
Consumers recognize visuals more easily than words. Many consumers may identify product packaging designs more than brand names. A product needs attractive and distinctive packaging to be quickly recognized by consumers.
Packaging is never an easy job!
Vincent
I am Vincent Kwong, a seasoned consumer planner with nearly two decades of market research and business planning experience on both the agency and client sides. Currently, I am Director & Partner of Intuit Research, a research agency specializing in multi-country market research projects. Companies that I have served in my career include McDonald’s, Diageo, PepsiCo, Estee Lauder, Heineken, GSK, Pizza Hut, Lenovo and HSBC. I am also a part-time instructor at Schulich School of Business, York University in Canada.
Vincent Kwong 
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