Packaging Affects the Senses!
IT'S official, when it comes to packaging, we have lost
our senses. New research suggests that our sense of taste, smell and even feel
is directly affected by the packaging a product comes in.
In a unique trial, otherwise identical products were rated 35% better overall,
simply due to the packaging they were associated with. For instance, perfume was
thought to smell 60% nicer and wine tasted 53% better and consumers thought a
t-shirt felt 10% more superior, simply if it came in a higher quality pack. The
impact of the packaging over senses was so high that people were prepared to
pay, on average, nearly 3 times the price for identical products.
The experiment, commissioned by Packaging Innovations London, selected 6
everyday items:- biscuits, chocolates, perfume, wine, a t-shirt and wine glasses; in a bid to see how much packaging affects the perceived price and quality of
a product. Identical items were put to 100 consumers, with ½ testing the
products alongside low end packaging, and ½ next to more luxurious packs.
When placed alongside luxury packaging, the perceived quality of products
increased dramatically. Biscuits were rated as tasting 51% better and the taste
of chocolates improved by 14%. The quality and feel of the wine glasses
increased by 37% and the t-shirt by 10%.
The packaging also significantly affected the price consumers expected to pay
for otherwise identical items. People were willing to spend nearly 7 times
more for the same biscuits when they were in the higher end packaging. This
trend continued amongst the other items; wine glasses achieved nearly four
times the price, chocolates, perfume and wine nearly three times, and the
perceived price of the t-shirt nearly doubled.
James Drake-Brockman, Divisional Director of the Easyfairs Packaging Portfolio,
comments:- "Whilst we expected to see the perceived cost of items increase
when people thought it came in higher end packaging, what we didn't expect to
see was how the packaging actually appeared to affect the senses. Identical
biscuits, wine, chocolates seemed to taste better, and people even liked the
smell of a perfume more, if they thought it came in a more premium pack."
The impact of packaging on the pricing of items was dramatically illustrated in
the study. Chocolate chip cookies which normally retail at ₤1.59. When these
biscuits were connected with cheaper packaging they were priced at ₤1.31 by the
consumers, whereas their price rose to ₤8.39 when people assumed they came in a
more elaborate canister pack. 1 item that did not see a massive disparity between the low and high end
packing was the t-shirt, only achieving a 10% increase in quality rating. 1
reason for this could be that for higher end fashion, the retail experience
itself, the look and feel of the store, is still an important part of the way in
which a product's perceived quality and therefore price is conveyed.
As part of the research people were also asked about their attitudes to
packaging. 73% said it is a major factor in deciding which product they go for.
Indeed, packaging is so important as a visual determinant of quality that when
buying a gift 59% said that, even if they knew the product was inferior, they
would be more likely to buy a lower quality item in better looking packaging,
than the other way around. James Drake-Brockman
said:- "The study highlights how packaging is a crucial marker for people.
It signposts to people exactly the value they should place on things. That's why
brands operating at both the premium and lower end think incredibly tactically
about their packaging; taking care to ensure it says the right things about
their products. However, for brands operating in the middle, the signs are
clear, commanding a higher price, or making it taste, look or feel better may be
less about modifying your product and more about taking a fresh look at your
Final chance to have a say on proposed
changes to Orthopaedics Services
THE local NHS is reminding people that they have until
Friday, 15 September 2017, to have their say on proposed changes to Hospital based
Orthopaedics Services across the City.
Since 26 June 2017, people across Liverpool, Knowsley and Sefton have shared their
views on the future of the service as part of a public consultation; but it's
still not too late to join the conversation. People can find out more
about the proposals for orthopaedics and share their views
online or by calling:- 0151 296 7537 to ask for printed
Under the proposals, which were developed by Doctors and Nurses from within
these teams, specialists in orthopaedics from Aintree University Hospital NHS
Foundation Trust and the Royal Liverpool and Broadgreen University Hospitals NHS
Trust would be brought together into one single team, working across all 3
Hospital sites to share talent, resources and expertise.
Other changes being proposed include the separating of planned and unplanned
orthopaedics procedures onto different Hospital sites across the City, in order
to help reduce the number of operations being cancelled at short notice.
This would mean that in the future most planned procedures, such as hip and knee
replacements, would take place at Broadgreen; while most unplanned procedures,
such as when someone needs urgent treatment following a car accident or a bad
fall, would take place at Aintree, which is already the Major Trauma Centre for
Cheshire and Merseyside.
Doctors working in orthopaedic care across the City believe that this new way of
working would allow both parts of the service to be managed more effectively,
without Emergency Care impacting on planned care as it currently does; meaning
fewer cancelled appointments, shorter patient waiting times and a better patient
experience. Other major benefits of the proposal include improving patient care,
by ensuring that patients see the best specialist to treat their particular
condition. The changes would also support local Hospitals in their bid to meet
new, higher national standards for Orthopaedic Care, which would help prevent
the possibility of some specialised Orthopaedics Services needing to move to
Hospitals outside of Merseyside that can meet those standards.
In order for the orthopaedics proposal to take place, some ear, nose and throat
(ENT) services would need to be moved from Broadgreen to Aintree, and some
urology and general surgery services would also need to move from Broadgreen to
the Royal Liverpool site.
The proposals may also mean that some orthopaedics patients and ENT patients
would have to travel slightly further for a 1 off, planned Hospital based
operation or procedure. All pre-operative and post operative care would continue
to be delivered across all 3 Hospital sites, and as close to home as
possible for patients.
The orthopaedics proposal is part of a wider Healthy Liverpool vision for
transforming Hospital services in the City, which could see a number of other
Hospital services join together in the same way.
The proposal also supports discussions already taking place between Aintree and
the Royal Liverpool and Broadgreen Hospitals about how they might become a
single organisation in the future.
The public consultation is being led by NHS Liverpool Clinical Commissioning
Group (CCG), the organisation responsible for planning NHS services across the
City, and is being delivered in partnership with CCGs in neighbouring Knowsley
and Sefton, and with Aintree, the Royal and Broadgreen Hospitals.
You can view a short video animation which explains more about these changes