This post was originally published on PRS IN VIVO’s blog.
How a new design system is introduced in market can significantly influence sales. Here are four “best practices for minimizing risk:
1. Foster Brand Recognition (via Visual Continuity)
First and foremost, shoppers are looking for reassurance that they are buying the same product (online) that they know/trust from the “brick-and-mortar” store. So while pack images may be simplified for Web “thumbnails,” it is important that they retain the brand’s core visual equities and appearance.
2. Ensure High-Quality & Informative Visuals
Simply put, some packages – particularly white packs and/or those that rely on foil, holograms and other tactile elements – do not always translate well to e-commerce environments and need refinements. In addition, a range of images (primary vs. secondary packaging, etc.) may be necessary to illustrate the functionality and benefits of new packaging formats.
3. Clearly Convey/Reassure on Quantity
In the digital context, size impressions can be very misleading. Therefore, it is very important to provide clear reassurance on pack sizing and quantity, particularly to highlight larger sizes.
4. Leverage Digital Capabilities to Illustrate/Inform
Perhaps most importantly, the e-commerce context provides opportunities to inform/educate shoppers that are typically unavailable in physical environments. For example, one click can provide a clear explanation of a full product line, helping shoppers find the right product for their needs – or link to a video illustrate use of a new product.