Jonnelle Boyd, former packaging engineer for General Mills and packaging expert for brands like Naturalicious, shares her formula for packaging success in a easy to use fillable document.
When considering your packaging’s impact on the consumer, you have to consider your packaging at each moment of the lifecycle. Here’s how Jonnelle identifies those moments:
ZMOT - Zero Moment of Truth
The information your consumer has learned before even engaging with your product – potentially from reviews or recommendations of others.
FMOT - First Moment of Truth
The initial impression the consumer has of your product – are you grabbing their attention and once you do what are you selling and/or subconsciously communicating to them? Do they immediately know what your product IS and THE BENEFITS? This has changed significantly, as it used to all be in store at the shelf (in the sea of sameness) but ecommerce has changed the game and therefore made the ZMOT even more important.
SMOT - Second Moment of Truth
This is where functional design of the package comes in to play. How is the consumer’s experience with your package? The unboxing experience, the ease of use (opening, closing, etc.) the ease of storage and so on.
TMOT - Third Moment of Truth
How does the consumer dispose of your product; what is the end of lifecycle? Can they re-use it or return it?
Try out this concept for yourself and your own business! Download the template here.