Shelf Vision - Does Your Product Stand Out or Blend In

Dr Shane G Moon [email protected]


Its not new that your brand is a trust mark to be

protected

…. or that the product &

packaging are critical delivery devices of your

trust mark Dr Shane G Moon [email protected]

Yet businesses continue to have short memories…..

Gone in 26 days

Gone in 7 days

Gone in 60 days


Gone in 76days

You have to see things through

your customers’ eyes


Most importantly you only have 1/10 of

second to be in a shoppers initial product search

Compare1/10 with the less

than ½ a second to hit

Brett Lee’s fast bowl

or with the 1/3 of second to return hit

Djokovic’s 1st serve

So with only1/10 of a second its clear shelf vision is critical


Shelf vision relies heavily on subconscious visual cues

Colour (hue, saturation, lightness) Contrast (brightness comparison)

Shape (edges, size, contours)


Shelf Vision is based on the science of visual attention

which is a little complex

But really it’s just numbers Dr Shane G Moon [email protected]

And where there are lots of numbers

there is….

…. lots of predictability


For example, it is difficult to find Waldo in the picture….

Dr Shane G Moon Source: eye2d2 [email protected]

Because too many subconscious triggers ‘steal’ your attention

Dr Shane G Moon [email protected] Source: eye2d2

….and take you away from where Waldo actually is

Dr Shane G Moon [email protected] Source: eye2d2

The science of shelf vision

Source: eye2d2

A mathematically validated visual attention

algorithm that quickly uncovers the

subconscious attention hot spots in any image


You need shelf vision in the frozen food section


Source: eye2d2

McCain Packaging Images


Source: eye2d2

The new McCain Packaging


Source: eye2d2

What is the shelf vision?



The new look Super Fries …

New look is not too bad

But the old look is miles ahead


And for Healthy Choice

The old look wins again


Still the old look wins

more shelf vision


Questions Unresolved Shelf vision of the new look McCain packaging is questionable, so it

remains whether the new pack is indeed harder to shop & find?

Despite the questionable shelf vision, in store eye tracking would reveal if shoppers are still using conscious triggers in their search

and buy process of frozen food products?

Will the lack of shelf vision continue to drive the price discounting pressures in order to maintain market share at the cost of erosion

in category and company profitability?


Context & Contacts Shane has been involved in strategic sales, marketing and business management for almost 15 years. He has worked in FMCG industry for at least 10 of those years across branding, communications, packaging design, research, retail and point of sale, and category management. He is a lateral creative thinker that is able to use multiple pieces of data and market information to deliver sound business outcomes. Special mention and thanks goes out to Thomas Zoëga Ramsøy, Director, Center for Decision Neuroscience & CEO, Neurons Inc for providing access to the eye2D2 analysis used in this presentation. Thomas is a leader in the field of Decisional Sciences and is responsible for several leading innovations in the field of consumer neuroscience through his company.

Shelf Vision - Does Your Product Stand Out or Blend In

Marketing

eye2d2dr shane g

criticaldr shane g

protecteddr shane g

contours dr shane g

predictability dr shane

shelf visiondr shane

trust mark dr shane

attentiondr shane g