Second White Paper Available on Impact of Enhancements on Shelf Presence
The FSEA has officially released its second white paper on “The Impact of High-Visibility Enhancements on Shelf Presence.” This second white paper, based on a study conducted by the Sonoco Institute of Packaging Design and Graphics at Clemson University, examines an unknown brand of disposable single-serve coffee packaging that was created specifically 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 and stamped red emblem; a printed package with a red metallic foil emblem; and the same printed package with a gold metallic foil emblem.
Using eye-tracking devices that track actual 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 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 the unknown brand 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 also were positive, showing 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.
To receive a copy of the 10-page white paper, contact Jeff Peterson at jeff@fsea.com. The full white paper is free to current FSEA members. Additional studies and white papers will be out soon from FSEA. The support of the FSEA membership makes this all possible.
FSEA Young Alliance Gathers at Odyssey 2017
The FSEA Young Alliance continued to gain momentum with an event in May after its first official plant tour last fall at The Seidl’s Bindery, Inc. in Houston, Texas. The Young Alliance represents print finishing professionals between 25 and 45 years of age. The group gathered during the recent IADDFSEA Odyssey in Schaumburg, Illinois, along with the NextGen young leaders group from IADD.
“It was exciting to see more than 40 young people from our industry gathering together, networking and sharing ideas,” stated FSEA Executive Director Jeff Peterson. Matt Seidl, current FSEA chair, welcomed the attendees and discussed future initiatives, while FSEA Marketing Director Dianna Brodine then shared some of the social media tactics used to generate excitement for the Odyssey. Further discussion centered on hosting an FSEA Young Alliance and IADD NextGen plant tour in the fall of 2018. Details will be available soon.
For more information on the FSEA Young Alliance and how to become involved, email Jeff Peterson at jeff@fsea.com or call 785.271.5816.
Mark Your Calendar for the 2018 FSEA National Conference
FSEA has announced its 2018 National Conference will take place April 11-13, 2018, at the Franklin Marriott Cool Springs Hotel, in Franklin, Tennessee (right outside Nashville). In addition, FSEA has confirmed the association will once again partner with IADD to conduct the event in conjunction with the 2018 IADD Management Meeting. In addition to industry-specific programming, networking opportunities will be provided, and bus transportation for one open evening to downtown Nashville is being planned.
Look for more details soon, including programming, hotel and registration information, at www.fsea.com.
