Study shows how copycat packaging dupes shoppers

New research throws light on how we shop for everyday consumer products and how products packaged to look like familiar brands fool us, prompting mistakes. The study sheds light on how we shop on autopilot, using mental shortcuts (heuristics) to make fast decisions without engaging our full attention. A problem arises when the visual similarity of a pack is sufficient for the copy to be recognised as the brand, a conclusion that is then not questioned.
The results include: When searching, colour is the primary feature we use to identify products; When a copy is present on shelf, it is often identified before the brand, giving it an advantage (Press Release British Brands Group, 15 August 2017).
Click here for the press release (240 kB).
Click here for a whitepaper about the study (5.76 MB).

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